Social Media Marketing for Accountants and other SMEs

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An introduction to Social Media Marketing for Accountants (and other SMEs)

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Social Media Marketing for Accountants and other SMEs

  1. 1. Social Media Marketing for Accountants16 November 2011 www.beingonline.co.uk 1
  2. 2. What is “Social Media”?• Technology and methods for sharing information• It’s “social” - generating conversations online• It’s a two-way medium – which can be a challenge for businesses• Text, images, audio and video• LinkedIn, Twitter, YouTube, Facebook, Flickr• Also consider instant messaging, blogs, podcasts, forums, news aggregators and email messaging16 November 2011 www.beingonline.co.uk 2
  3. 3. Who Uses Social Media? Taken from UMPF survey 06/09/2011 : http://www.umpf.co.uk/blog/social-media/social- media-usage-in-the-uk-the-findings/16 November 2011 www.beingonline.co.uk 3
  4. 4. LinkedIn• Professional tool and professional client-base• Made up of People, Companies and Groups• More than just a job-search site: – Improves corporate transparency – Networking tool for the individuals and businesses – Knowledge-base in Groups and SearchAnswers• http://uk.linkedin.com Taken from http://www.entrepreneur.com/article/22037416 November 2011 www.beingonline.co.uk 4
  5. 5. Twitter• Micro-blogging tool• Maximum of 140 characters• # tags, DMs and @ symbols• It depends on the focus of your business, but usually better for B2B and engaging with “influencers” in your sector rather than directly with individuals• A useful networking tool• http://twitter.com16 November 2011 www.beingonline.co.uk 5
  6. 6. Facebook• Younger demographic than LinkedIn• Females use the platform more than males• More casual in tone• Status updates, Walls, Events and Custom Tabs• Text, images, links and video• Likes/fans and brand engagement• http://www.facebook.com16 November 2011 www.beingonline.co.uk 6
  7. 7. SMM & Accountancy• Improve engagement with existing clients and generate new business? Maybe..• Other more attainable benefits are: – For recruitment – choose the platform to match your target demographic – Facebook for university graduates, LinkedIn for professionals – Improve brand visibility – Brand credibility through Social Proof (i.e. Testimonials and positive comments) – Brand development: e.g. Position yourselves as experts in the field – Improve traffic to your website• For retaining existing clients or developing new ones, more useful in certain specialist areas – business start-ups, self-employed, etc.16 November 2011 www.beingonline.co.uk 7
  8. 8. SMM – How to do it• Determine business and then marketing objectives• Plan, plan, plan – content, resource-allocation, publication schedule and tone• Determine KPIs and reporting schedule• Be aware – requires ACTIVE participation – time and resource hungry• Part of a general and digital marketing strategy• Reputation Crisis Management – plan how to handle positive and negative sentiment• Contribute to discussion forums and LinkedIn Groups to establish credibility, visibility and back-links16 November 2011 www.beingonline.co.uk 8
  9. 9. Useful Links• Forums: – http://www.ukbusinessforums.co.uk/forums/forumdisplay.php?f=55 – http://www.accountantforums.com/ – http://www.accountancystudents.co.uk/discussion/• LinkedIn Questions: http://www.linkedin.com/searchAnswers• Facebook Stats: http://www.facebook.com/press/info.php?statistics• LinkedIn Stats: http://press.linkedin.com/about16 November 2011 www.beingonline.co.uk 9

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