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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Social Media for Effective Networking and Knowledge-building Capabilities
- 1. #AICPANFP Social Media for Effective Networking and Knowledge‐Building Capabilities
- 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
- 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. #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. #AICPANFP Start With Strategy What is your existing client retention and acquisition strategy? What are your goals? How will you measure success? Start small
- 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. #AICPANFP LinkedIn for Nonprofits (nonprofit.linkedin.com) One particular nonprofit goal: LinkedIn to find board members through Board Member Connect
- 10. #AICPANFP Building an Effective Online Presence for Yourself and Your Company
- 11. #AICPANFP Profile: Tell the world your story…
- 12. #AICPANFP
- 13. #AICPANFP A thoroughly developed profile will tell users you cared enough to develop it and should be taken seriously
- 14. #AICPANFP
- 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. Build a Network – Add Connections
- 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. #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. #AICPANFP The generic invitation to connect is one of the weakest features of LinkedIn Build a Network – Basic Search
- 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. #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. #AICPANFP Share information with your connections (and see what they share in return) Follow What Your Network does
- 23. #AICPANFP Why Build a Company Page When I Have a Website?
- 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. #AICPANFP Components of a Company Page
- 26. #AICPANFP Components of a Company Page
- 27. #AICPANFP Participate in an Online Community of Finance and Operations Professionals
- 28. #AICPANFP Groups – Online Communities
- 29. #AICPANFP More About Groups Use groups for resource- sharing and networking purposes
- 31. #AICPANFP Groups – Individual Discussions
- 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. #AICPANFP Posting comments to a group will make your comments visible to your connections as well
- 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. #AICPANFP Managing Information Flow on LinkedIn
- 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. #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. #AICPANFP Using LinkedIn to Access the Latest Nonprofit and Accounting News
- 39. LinkedIn Today One difference between LinkedIn and Twitter is that LinkedIn is also a clearinghouse of articles and industry-specific thought leadership.
- 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. LinkedIn Today – Channel-Specific Articles Different channels have different numbers of followers Click on the “+” sign to subscribe to a channel
- 42. LinkedIn Today Channels Social Impact used to be Nonprofit Management
- 43. Influencers Influencers post articles in different channels Can follow posts by influencers from Channels pages or Influencers pages
- 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. 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. #AICPANFP How to Find Job Candidates on LinkedIn
- 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. #AICPANFP Post a Job – How to Develop a Post
- 49. #AICPANFP Post a Job – How to Develop a Post
- 50. #AICPANFP Post a Job – How to Develop a Post
- 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. #AICPANFP Post a Job – Share Your Job Postings From the Job page Post on Company page Jobs tab of LinkedIn groups
- 53. #AICPANFP Share a Job – Groups
- 54. #AICPANFP Company Careers Page – Peace Corps
- 55. #AICPANFP Interested in a Company – Company Careers
- 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. #AICPANFP Job Postings – Nature Conservancy Similar jobs Company description “Apply on the Company website” Job postings on job aggregators (SimplyHired / Indeed.com)
- 59. #AICPANFP Additional Features and Considerations Recommendations and endorsements LinkedIn Premium LinkedIn Etiquette LinkedIn blog (blog.linkedin.com)
- 61. #AICPANFP Social Media Resources AICPA’s free social media resources
- 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
Editor's Notes
- 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