#AICPANFP
Social Media for
Effective Networking
and
Knowledge‐Building
Capabilities
#AICPANFP
Welcome
Introductions
• Stacie Saunders, Social Media & Member
Engagement Strategist, AICPA
• Joe Kovacs, APR, M...
#AICPANFP
Social Media:
Why Bother?
#AICPANFP
Social Media for Business
CPA Horizons 2025 report
• “Understanding and leveraging relevant technology in
conjun...
#AICPANFP
Social Media for Business
CPAs using social media …
• Gain instant access to relevant information, opinions and ...
#AICPANFP
Start With Strategy
What is your existing client retention and acquisition
strategy?
What are your goals?
How wi...
#AICPANFP
An Introduction
to LinkedIn
#AICPANFP
What Exactly is LinkedIn?
 A network where networking never ends
 Develop goals before using LinkedIn / it is ...
#AICPANFP
LinkedIn for Nonprofits (nonprofit.linkedin.com)
One
particular
nonprofit
goal:
LinkedIn to
find board
members
t...
#AICPANFP
Building an Effective
Online Presence for
Yourself and Your
Company
#AICPANFP
Profile: Tell the world your story…
#AICPANFP
#AICPANFP
A thoroughly
developed profile
will tell users you
cared enough to
develop it and
should be taken
seriously
#AICPANFP
#AICPANFP
Build a Network – Add Connections
A list of your email contacts will appear on the screen
and you can select who...
Build a Network – Add Connections
#AICPANFP
Build a Network – Basic Search
Basic search
• Search by exact name and you will have a “Connect” button
• Add co...
#AICPANFP
When you find who you’re looking for, click the
Connect icon to pull up an invitation to connect
Build a Network...
#AICPANFP
The generic
invitation to
connect is one of
the weakest
features of
LinkedIn
Build a Network – Basic Search
#AICPANFP
A personalized
invitation will
improve the
chance they will
accept…though
I’m not sure about
Mick Jagger
Build a...
#AICPANFP
Advanced
Search
• Search by
many
criteria, such as
title, industry
and location
• For example:
find CFOs/
Contro...
#AICPANFP
Share information with your connections (and see what
they share in return)
Follow What Your Network does
#AICPANFP
Why Build a Company Page
When I Have a Website?
#AICPANFP
Why Build a Company Page
When I Have a Website?
Company page details: billboard image, news
feed/recent updates,...
#AICPANFP
Components of a Company Page
#AICPANFP
Components of a Company Page
#AICPANFP
Participate in an Online
Community of Finance
and Operations
Professionals
#AICPANFP
Groups – Online Communities
#AICPANFP
More About Groups
Use groups for
resource-
sharing and
networking
purposes
#AICPANFP
Joe’s Groups
#AICPANFP
Groups – Individual Discussions
#AICPANFP
More About Groups
Tip: don’t take conversations offline too quickly;
build online relationships first to establi...
#AICPANFP
Posting comments to a group will make your
comments visible to your connections as well
#AICPANFP
Should I and can I join the group?
How many
members?
How old is the
group?
Does group
participation
require
appr...
#AICPANFP
Managing Information Flow
on LinkedIn
#AICPANFP
Gather Information About Your
Profession, Not What People Are Eating for
Breakfast
“It’s not the amount of infor...
#AICPANFP
Manage group
engagement
Frequency of
emails to inbox
Level of activity
Don’t get
actively involved
in too many
g...
#AICPANFP
Using LinkedIn to
Access the Latest
Nonprofit and
Accounting News
LinkedIn Today
One difference between LinkedIn and Twitter is that
LinkedIn is also a clearinghouse of articles and
indust...
LinkedIn Today – Channel-Specific Articles
Articles range
across a variety
of industries and
topics
Subscriptions
are avai...
LinkedIn Today – Channel-Specific Articles
Different
channels have
different
numbers of
followers
Click on the
“+” sign to...
LinkedIn Today Channels
Social Impact used to be Nonprofit Management
Influencers
Influencers post articles in different channels
Can follow posts by influencers from Channels pages
or Influen...
Influencers
Article postings
Follow thought
leaders to have
posts emailed to
you
Thought leaders
have thousands of
followe...
New Age of LinkedIn
Link to Dan Roth video:
www.businessinsider.com/ho
w-linkedin-today-works-2012-
11
LinkedIn is becomin...
#AICPANFP
How to Find Job
Candidates on LinkedIn
#AICPANFP
Post a Job
You can buy a single job for 30 days or a package of
jobs (5-pack or 10-pack); price depends on what
...
#AICPANFP
Post a Job – How to Develop a Post
#AICPANFP
Post a Job – How to Develop a Post
#AICPANFP
Post a Job – How to Develop a Post
#AICPANFP
Include Recruiter Details?
Human Resources – at high risk for connection
requests? My HR specialist will accept ...
#AICPANFP
Post a Job – Share Your Job Postings
From the
Job page
Post on
Company
page
Jobs tab of
LinkedIn
groups
#AICPANFP
Share a Job – Groups
#AICPANFP
Company Careers Page – Peace Corps
#AICPANFP
Interested in a Company – Company Careers
#AICPANFP
Job Postings – Nature Conservancy
Job layout
How to apply
Recruiter
contact
Share job
Save job
Job post
details ...
#AICPANFP
Job Postings – Nature Conservancy
Similar jobs
Company
description
“Apply on the
Company
website”
Job postings
o...
#AICPANFP
Additional LinkedIn
Features
#AICPANFP
Additional Features and Considerations
Recommendations and endorsements
LinkedIn Premium
LinkedIn Etiquette
Link...
#AICPANFP
AICPA Resources
#AICPANFP
Social Media Resources
AICPA’s free social media resources
#AICPANFP
Bull’s Eye! The
Ultimate How-To
Marketing & Sales
Guide for CPAs
can be found at
bit.ly/AICPA_BullsEye
Social Me...
#AICPANFP
Questions and Answers
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Social Media for Effective Networking and Knowledge-building Capabilities

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I co-presented for the American Institute of CPAs (AICPA) on social media for effective networking and knowledge-building capabilities with a concentration on how nonprofits can utilize LinkedIn as a networking tool. The presentation took place at AICPA's National Not-for-Profit Industry Conference on June 21, 2013 in Washington, DC and covered resources available specifically for nonprofits, groups of particular interest to nonprofit organizations and communications strategies that lead to successful online relationships.

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  • Most of you are probably familiar with social in some form or fashion…an important channel for news, politics and brands – most recently Big Bird and PBS. but you may be wondering…When it comes to YOUR business - “Social Media…why bother?!” Our hope is after today, you not only will see the benefits, but will have the knowledge and tools to help you get started!
  • In the CPA Horizons 2025 report, one of the top factors that members said was key to remaining competitive in the marketplace over the next 15 years: Technology. “Understanding and leveraging relevant technology in conjunction with core CPA competencies to deliver superior services.“Social media is one of those relevant technologies that will help CPAs thrive. The AICPA is taking the lead and offering members resources to help our members understand and embrace this technology.Social Media offers CPAs: Instant access to relevant information (often real time), opinions and productsHave you finger on the pulse of what is happening in the professionDeepen existing relationshipsEstablish yourself as a thought leaderUse the newest technologies to connect and communicate with peers, thought leaders and potential clients Network online and build relationships – engaging in dialog about the profession and the ins and outs of day to day businessConnect with people you wouldn’t otherwise have access to. Ex. I connect with Jim on Twitter LONG before we actually met in person. I actually recognized him across the room at a conference and already knew about his knowledge and passion for technology and social media.
  • In the CPA Horizons 2025 report, one of the top factors that members said was key to remaining competitive in the marketplace over the next 15 years: Technology. “Understanding and leveraging relevant technology in conjunction with core CPA competencies to deliver superior services.“Social media is one of those relevant technologies that will help CPAs thrive. The AICPA is taking the lead and offering members resources to help our members understand and embrace this technology.Social Media offers CPAs: Instant access to relevant information (often real time), opinions and productsHave you finger on the pulse of what is happening in the professionDeepen existing relationshipsEstablish yourself as a thought leaderUse the newest technologies to connect and communicate with peers, thought leaders and potential clients Network online and build relationships – engaging in dialog about the profession and the ins and outs of day to day businessConnect with people you wouldn’t otherwise have access to. Ex. I connect with Jim on Twitter LONG before we actually met in person. I actually recognized him across the room at a conference and already knew about his knowledge and passion for technology and social media.
  • Goals: What do you hope to gain from jumping into the social space? Deepen existing relationships? Drive people to your website? Learn what others are saying about your brand/the profession? Connect with peers and gain referrals? Establish yourself as a thought leader or expert in niche? What are you already doing? How can social media help enhance your current program or fill the gaps?Measuring Success: This is a step a lot of people miss. It is important to know if what you are doing is working. How can you measure against the goals you set? Ex. If your goal is to drive people to your website, then you need to be tracking click generated via social mediaStart small – for the purposes of this webcast, we are going to focus on the big 3: Facebook, LinkedIn, Twitter.Choose one to focus on – don’t have to jump into all 3 at once. Strengths: LinkedIn – great place for networking and participating in groups of like-minded professionals Twitter – Great to enhance conference experience, drive traffic to your website, awesome listening tool Facebook – huge potential audience, deepening relationships (Pass to Jim B – for roundtable on strategy)
  • Look at some recommendations in the right column of the screen. $295/job query/DC region.
  • User Guides - expandingPCPSAICPA InsightsConferences – mini sessions and TwitterChoose a tool
  • Social Media for Effective Networking and Knowledge-building Capabilities

    1. 1. #AICPANFP Social Media for Effective Networking and Knowledge‐Building Capabilities
    2. 2. #AICPANFP Welcome Introductions • Stacie Saunders, Social Media & Member Engagement Strategist, AICPA • Joe Kovacs, APR, Marketing Director, Gelman, Rosenberg, & Freedman Our Agenda • An Introduction to LinkedIn • Building a Presence • Managing Information • Getting the Latest News • Finding Job Candidates
    3. 3. #AICPANFP Social Media: Why Bother?
    4. 4. #AICPANFP Social Media for Business CPA Horizons 2025 report • “Understanding and leveraging relevant technology in conjunction with core CPA competencies to deliver superior services.”
    5. 5. #AICPANFP Social Media for Business CPAs using social media … • Gain instant access to relevant information, opinions and products • Deepen existing relationships • Use the newest technologies to connect and communicate with peers, thought leaders and potential clients Your current employees, clients, competitors, associations and vendors already are there. Your future employees and clients already are there.
    6. 6. #AICPANFP Start With Strategy What is your existing client retention and acquisition strategy? What are your goals? How will you measure success? Start small
    7. 7. #AICPANFP An Introduction to LinkedIn
    8. 8. #AICPANFP What Exactly is LinkedIn?  A network where networking never ends  Develop goals before using LinkedIn / it is a tool – Executives/board members: build relationships with donors, partners, media, industry stakeholders, find board members – Finance directors: find other CFOs, controllers to solve common problems and challenges; talk about compliance requirements – Development directors: build fundraising awareness and relationships with donors – Public relations executives: stakeholder relationship building
    9. 9. #AICPANFP LinkedIn for Nonprofits (nonprofit.linkedin.com) One particular nonprofit goal: LinkedIn to find board members through Board Member Connect
    10. 10. #AICPANFP Building an Effective Online Presence for Yourself and Your Company
    11. 11. #AICPANFP Profile: Tell the world your story…
    12. 12. #AICPANFP
    13. 13. #AICPANFP A thoroughly developed profile will tell users you cared enough to develop it and should be taken seriously
    14. 14. #AICPANFP
    15. 15. #AICPANFP Build a Network – Add Connections A list of your email contacts will appear on the screen and you can select whom you invite to your LinkedIn network
    16. 16. Build a Network – Add Connections
    17. 17. #AICPANFP Build a Network – Basic Search Basic search • Search by exact name and you will have a “Connect” button • Add connections following network events
    18. 18. #AICPANFP When you find who you’re looking for, click the Connect icon to pull up an invitation to connect Build a Network – Basic Search
    19. 19. #AICPANFP The generic invitation to connect is one of the weakest features of LinkedIn Build a Network – Basic Search
    20. 20. #AICPANFP A personalized invitation will improve the chance they will accept…though I’m not sure about Mick Jagger Build a Network – Basic Search
    21. 21. #AICPANFP Advanced Search • Search by many criteria, such as title, industry and location • For example: find CFOs/ Controllers/ COOs from the nonprofit industry in the DC region Build a Network – Advanced Search
    22. 22. #AICPANFP Share information with your connections (and see what they share in return) Follow What Your Network does
    23. 23. #AICPANFP Why Build a Company Page When I Have a Website?
    24. 24. #AICPANFP Why Build a Company Page When I Have a Website? Company page details: billboard image, news feed/recent updates, services, company followers People visit LinkedIn for details about many topics, individuals and companies – have a presence! Public relations – let your network know what is happening with your organization Tip: “like” every company post and share it with your connections Drive website traffic
    25. 25. #AICPANFP Components of a Company Page
    26. 26. #AICPANFP Components of a Company Page
    27. 27. #AICPANFP Participate in an Online Community of Finance and Operations Professionals
    28. 28. #AICPANFP Groups – Online Communities
    29. 29. #AICPANFP More About Groups Use groups for resource- sharing and networking purposes
    30. 30. #AICPANFP Joe’s Groups
    31. 31. #AICPANFP Groups – Individual Discussions
    32. 32. #AICPANFP More About Groups Tip: don’t take conversations offline too quickly; build online relationships first to establish trust: • Start discussions and comment on active discussions • “Like” discussions and comments • Share resources with your network
    33. 33. #AICPANFP Posting comments to a group will make your comments visible to your connections as well
    34. 34. #AICPANFP Should I and can I join the group? How many members? How old is the group? Does group participation require approval? Group statistics are available on the right sidebar
    35. 35. #AICPANFP Managing Information Flow on LinkedIn
    36. 36. #AICPANFP Gather Information About Your Profession, Not What People Are Eating for Breakfast “It’s not the amount of information in social networks that is the problem, it is the lack of filters.” Be selective about who you accept into your network • Accepting invitations from strangers may devalue your feed. • Look for mutual connections or commonalities from strangers. • Students and newbies to LinkedIn are often okay. • Avoid politics, unless connected to your nonprofit mission. • Cull your list of connections occasionally. They won’t know!
    37. 37. #AICPANFP Manage group engagement Frequency of emails to inbox Level of activity Don’t get actively involved in too many groups Leave group option available
    38. 38. #AICPANFP Using LinkedIn to Access the Latest Nonprofit and Accounting News
    39. 39. LinkedIn Today One difference between LinkedIn and Twitter is that LinkedIn is also a clearinghouse of articles and industry-specific thought leadership.
    40. 40. LinkedIn Today – Channel-Specific Articles Articles range across a variety of industries and topics Subscriptions are available LinkedIn will still show you popular articles from other industries
    41. 41. LinkedIn Today – Channel-Specific Articles Different channels have different numbers of followers Click on the “+” sign to subscribe to a channel
    42. 42. LinkedIn Today Channels Social Impact used to be Nonprofit Management
    43. 43. Influencers Influencers post articles in different channels Can follow posts by influencers from Channels pages or Influencers pages
    44. 44. Influencers Article postings Follow thought leaders to have posts emailed to you Thought leaders have thousands of followers Articles share features of blogs – visitors have the option to comment
    45. 45. New Age of LinkedIn Link to Dan Roth video: www.businessinsider.com/ho w-linkedin-today-works-2012- 11 LinkedIn is becoming more about sharing professional insights Articles have sharing buttons/comments section LinkedIn has been about introducing yourself for eight years; now it is about sharing useful information
    46. 46. #AICPANFP How to Find Job Candidates on LinkedIn
    47. 47. #AICPANFP Post a Job You can buy a single job for 30 days or a package of jobs (5-pack or 10-pack); price depends on what region of the country you are in; track by area code
    48. 48. #AICPANFP Post a Job – How to Develop a Post
    49. 49. #AICPANFP Post a Job – How to Develop a Post
    50. 50. #AICPANFP Post a Job – How to Develop a Post
    51. 51. #AICPANFP Include Recruiter Details? Human Resources – at high risk for connection requests? My HR specialist will accept connection requests from strangers in our industry but not from anyone else
    52. 52. #AICPANFP Post a Job – Share Your Job Postings From the Job page Post on Company page Jobs tab of LinkedIn groups
    53. 53. #AICPANFP Share a Job – Groups
    54. 54. #AICPANFP Company Careers Page – Peace Corps
    55. 55. #AICPANFP Interested in a Company – Company Careers
    56. 56. #AICPANFP Job Postings – Nature Conservancy Job layout How to apply Recruiter contact Share job Save job Job post details (# of clicks) Network connections
    57. 57. #AICPANFP Job Postings – Nature Conservancy Similar jobs Company description “Apply on the Company website” Job postings on job aggregators (SimplyHired / Indeed.com)
    58. 58. #AICPANFP Additional LinkedIn Features
    59. 59. #AICPANFP Additional Features and Considerations Recommendations and endorsements LinkedIn Premium LinkedIn Etiquette LinkedIn blog (blog.linkedin.com)
    60. 60. #AICPANFP AICPA Resources
    61. 61. #AICPANFP Social Media Resources AICPA’s free social media resources
    62. 62. #AICPANFP Bull’s Eye! The Ultimate How-To Marketing & Sales Guide for CPAs can be found at bit.ly/AICPA_BullsEye Social Media Resources
    63. 63. #AICPANFP Questions and Answers

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