This document provides guidance on using social media effectively as a business development tool for CPAs. It discusses why social media is important due to the large volume of online conversations and its ability to shape opinions. It also explains how to build a smart social media strategy by identifying goals and audiences, integrating online and offline efforts, and regularly evaluating effectiveness. The document concludes by emphasizing the importance of having a social media policy to protect one's reputation online and sharing expertise while respecting privacy and others.

1. How to Use Social Mediaas aBusiness Development Tool

2. What you’ll learn: What is social media and why should you care?How CPAs can use social media effectivelyHow to build a smart social media strategyHow to protect your reputation online

3. Monologuevs Dialoguehttp://www.issnaf.org/web/index.php?option=com_content&view=category&layout=blog&id=41&Itemid=83&limitstart=56http://www.butterflypublisher.com/

4. Why should you care?

5. Reason #1: Shear volume of conversationsFacebook tops Google for weekly traffic in the US

6. If Facebook were a country it would be the third largest

7. Twitter’s search engine gets 600 million queries every day

8. YouTube is the second largest search engine in the world

9. There are over 200,000 blogs

10. 25% of search results for the world’s largest brands are links to user-generated contentStatistics from social media revolution 2 & website-monitoring.com

11. Reason #2: Ability of online communities to shape opinionOnline communities have formed that talk aboutchallenges you can help with and the kinds of services you offerOpinion leaders within these communities influence others

12. Their thoughts and opinions are amplified online, where they are

13. Easily indexed by search engines

14. Easily shared.Reason #3: It’s effectiveness can be measuredImproves your SEO

15. Use analytics to

16. Track and analyze data

17. Understand the efforts that are most effective andmaximize themAct on insightsHow can CPAs use social media effectively?

18. Businesses as publishershttp://www.elliance.com/

19. Litmus test: Do you have valuable content to share?Position yourself as subject matter expert and thought leaderShare your insights and analysis

20. Promote the insights of others

21. Encourage and engage commentaryLitmus test: Would this person be a good professional contact or referral source?Client acquisition and relationship management toolYour online rolodex FeaturesCompany profile

22. Ability to post events, presentations, tweets, your blog, etc.

23. Groups and answers

25. Litmus test: Do you deliver presentations?Position yourself as subject matter expert and thought leaderShare PPT decks, Word files and pdfsFeaturesPost to your site, blog, LinkedInLitmus test:Do you have valuable content to share?Client acquisition and relationship management toolShare industry updates

26. Post industry insights

27. Promote others’ analysis

28. Boost SEOFeaturesListsLitmus test: Do you have stories to tell that would be better told with video?Client acquisition and relationship management toolPosition yourself as subject matter expert and thought leader

29. Give people of sense of your personality and what it would be like to work with you

30. Boost SEOFeaturesChannelsLitmus test: Would you have a beer with this person?Relationship management tool Reconnect

31. Stay in touch

32. Build relationshipsFeaturesGroup friends by category