Tom Hood, CPA and CEO of the Maryland Association of CPAs, advocates for CFOs to actively engage with social media to enhance connections, collaboration, and innovation within their organizations. The document highlights the transformative impact of social technologies on business practices and addresses common misconceptions about social media usage. It also provides a framework for CFOs to get started with social media strategies, emphasizing the importance of risk management and community building.

1. Social'Media'&'the'Chief'
Financial'Officer'
Tom'Hood,'CPA.CITP'
CEO'
Maryland'Associa@on'of'CPAs'
Business'Learning'Ins@tute'
FEI'Summit'2014'
#FEISummit14'
@tomhood'

2. Tom Hood, CPA, CITP, CGMA!
Tom Hood, CPA, CITP, CGMA
CEO
MACPA www.macpa.org
and
Business Learning Institute (BLI)
www.blionline.org!
http://www.linkedin.com/in/tomhood/!
If there is a conversation about the future of
the profession, you're bound to hear Hood's
name mentioned as one of the people
leading the way.
– Accounting Today Magazine!
• Named the Second Most Influential in
Accounting by Accounting Today Magazine
2013
• Linked-In Top 150 Influencer
• Top 25 Influencers in Learning & HR by HR
Examiner
• Top 25 Thought Leaders in Public Accounting
by CPA Practice Adviser
• Working on Learning Management with
AICPA/CPA2Biz, Cloud Curriculum,
Performance Management !

3. http://macpa.cnf.io!
!
Respond to a Poll!
Ask a Question!
Select the session: !
FEI Social CFO!

4. hKp://www.slideshare.net/thoodcpa'
And'on'our'blog'at'
hKp://www.cpasuccess.com'
Download'Today’s'Preso'on'

5. Three'objec@ves'
• Why'social'technologies?'
• Common'mispercep@ons'
• Managing'the'risks'

7. American Institute of CPAs
"It starts with the fact that globalization and the
information technology revolution have gone to
a whole new level. Thanks to cloud computing,
robotics, 3G wireless connectivity, Skype,
Facebook, Google, LinkedIn, Twitter, the iPad,
and cheap Internet-enabled smartphones, the
world has gone from connected to hyper-
connected.”
- Thomas Friedman NY Times author
The World is Flat
The single most important trend in the world today

9. Why?'
• Marke@ng'and'SEO'
• Keeping'up'
• Learning'
• Connec@ng'and'Collabora@on'
• Innova@on'
• SEC'earnings'
• Engagement'&'Trust'

10. Common'Mispercep@ons'
• Timewaster'–'“social'notworking”'
• I'don’t'want'to'know'what'you'
had'for'lunch'
• No'real'business'use'–'No'ROI'

11. ROI?'
hKp://cpa.tc/4qv'
'

12. Why'CFOs'should'care'about'Social'
Media'
“In_forming'is'the'individual'person's'
analog'to'open_sourcing,'outsourcing,'
insourcing,'supply_chaining,'and'
offshoring.'Informing)is)the)ability)to)build)
and)supply)your)own)personal)supply)
chain—a)supply)chain)of)informa8on,)
knowledge,)and)entertainment.)In<
forming)is)about)self<collabora8on—
becoming)your)own)self<directed)and)self<
empowered)researcher,)editor,)and)
selector)of)entertainment.)
' ' ' ' ' ''–'Thomas'Friedman'

13. hKp://cpa.tc/4qu'
'

14. CFOs'are'on'social'media'

16. Example:'WSJ'_'TwiKer'
Follow:'@CFOJournal'@Echasan'@twiKerIR'

17. We’re'all'in'the'Moving'Business!'

18. Tom’s'Top'Five'Reasons'CFOs'Should'
be'on'Social'Media'
1. Connec@ng'
2. Collabora@ng'
3. Learning'
4. Innova@ng'
5. Moving'People'
'
FEI'TwiKer'List''hKp://cpa.tc/4qw'
'

19. Virtual'Connec@ons'–'Real'People'

20. hKp://dupress.com/ar@cles/social_business_study/'
Follow'@DU_Press'@deloiKe'@MITSloan'
Business'is'Social'

21. “Bill’s'blog'makes'me'feel'
connected'to'the'organiza7on'
in'a'way'I'had'not'felt'before.'I'
feel'more'informed'and'closer'
to'the'organiza7on'than'ever'
before.”'–'from'a'MarrioK'
Finance'Team'member'during'
an'MACPA'Professional'Issues'
update'at'their'HQ'in'
Bethesda,'MD'].'
What'if'you'could'keep'your'organiza@on'informed'and'inspired'
by'your'thoughts?'
The'MarrioK'Story'–'Engaging'Finance'
Team'

22. Listen:'Use'Social'Media'to'turn'the'
bullhorn'around'

23. Three'authors'
ReTweeted'this'
blog'post'which'
men@oned'their'
books…'
hKp://www.cpasuccess.com/2012/01/the_top_ten_business_books_of_2011.html'
'
Learn'

24. FEI’s'own'Edith'Orenstein'on'
Researching'SEC'&'Social'Media'
Follow:'@feiblog'@brocromanek''

25. Geong'started'
hKp://cpa.tc/4qw'
'
Hashtag'
#FEISummit14'
TwiKer'lists'

26. Social'Media'connects'us'to'thought'leaders'

27. Innova@on'adop@on'='Social'Networks'
'
“The'degree'to'which'an'individual'in'a'social'network'is'
connected'to'other'individuals'in'the'network'(actor'
centrality)'has'been'shown'to'have'a'major'influence'on'
that'individual’s'adop7on'of'business'innova7ons.”'
''''''''–'Research'Report'by'Associa@on'of'American'
Medical'Colleges'

28. Source:'www.C4LPT.co.uk'
Top'Ten'Learning'Technologies'
1. TwiKer'–'micro_upda@ng'tool''''
2. GoogleDocs/Drive'–'online'collabora@on'tool''
3. YouTube'–'video'hos@ng'and'sharing'tool'
4. Google'Search'_'web'search'
5. Powerpoint''_'Presenta@on'sorware'
6. Evernote'–'Produc@vity'tool'(and'content'cura@on)'
7. Dropbox'–'File'storage'and'synchroniza@on'
8. Wordpress'–'blogging'tool''''
9. Facebook'–'social'networking'site'
10. Google+'Hangouts'–'Video'mee@ngs'
*'Bonus'Slideshare'–'presenta@on'hos@ng'and'sharing'tool''
Social'Learning'is'quickly'emerging'as'
a'major'use'of'social'media'and'a'
way'to'engage'deeper'with'our'
members'and'par@cipants.'

29. Risk'Management'
Don’t'let'this'happen'to'you'
This'is'the'biggest'fear'of'
social'media.'You'can'
mi@gate'this'fear'with'
training'and'a'good'policy.''
'
MACPA’s'social'media'policy'
incorporates'the'Code'of'
Ethics'of'the'CPA'Profession'
and'our'State'Board'of'
Accountancy'into'the'best'of'
breed'policy'from'IBM.'On'
the'next'slide.'

30. MACPA'Social'Media'Policy'
hKp://cpa.tc/21c'
'
• Based'on'social'
media'best'
prac@ces'
• Tied'to'MACPA'
Vision,'Purpose,'
and'Strategy'
• Includes'CPA'Code'
of'Professional'
Conduct'
'

31. MACPA’s'Social'Media'Policy'
1. Par@cipate'
2. Be'smart'&'safe'
(principles'@ed'to'CPA'
code'of'conduct'and'
organiza@on’s'mission,'
purpose'and'values)'
3. Most'importantly…'
explore'and'have'fun!'

32. Where'to'from'here?'
“I'don’t'think'it’s'
crazy'to'ask'if'
your'CEO'is'the'
next'Mubarak”'
'J''Gary'Hamel'

33. It’s'Bigger'Than'You'Think'–'Social'
Organiza@ons'
From:' ' ' ' ' ' ' 'To:'
Hierarchy ' ' ' ' ' 'Network'
Command'&'Control ' 'Connect'&'Collaborate'
Experience'Curve' ' ' 'Collabora@on'Curve'
Lecturer ' ' ' ' ' ' 'Facilitator'
Push ' ' ' ' ' ' ' 'Pull'

34. Are'you'a'social'business?'
“A'Social'Business'isn’t'just'a'
company'that'has'a'Facebook'page'
and'a'TwiPer'account.'A'Social'
Business'is'one'that'embraces'and'
cul7vates'a'spirit'of'collabora7on'
and'community'throughout'its'
organiza7on—both'internally'and'
externally.”'
hKp://www.ibm.com/blogs/zz/en/'
'

35. Five'Ways'to'Get'started…'
1. Create'your'digital'
footprint'(Linked_In,'Facebook,'
Google'+,'TwiKer)'
2. Start'listening'(use'google'
reader'and'twiKer'to'start'listening)'
3. Make'friends'(build'your'
network'and'follow'on'twiKer)'
4. Create'&'Share'(join'the'
conversa@on'by'commen@ng,'
Retwee@ng,'and'start'a'blog)'
5. Recognize'&'
Reciprocate'(always'recognize'
and'aKribute'other’s'work)'

36. Tom’s'Favorite'Tools'
“Use'the'tools,'don’t'let'the'tools'use'you.”'
–'Francine'McKenna'@retheauditors''
• TwiKer'
• Linked_In'
• Blog'
• Slideshare.net'
• Evernote'
• Tweetdeck.com'
• Hootsuite.com'
• Zite.com''
'

37. If'you'need'help'
BLI'program:'Social'Media'Strategy'&'
Quick'Start:'Developing'and'
Implemen@ng'a'Social'Media'Strategy'
for'CPA'Firms'&'Organiza@ons''
hKp://cpa.tc/8s'
'
Let'Bill'Sheridan,'Na@onal'Thought'
Leader'and'architect'of'MACPA’s'award_
winning'social'media'strategy,'be'your'
trusted'guide'to'help'you'jump'start'
your'social'media'exper@se.'
'
In'seven'tele_coaching'session,'Bill'will'
guide'you'through'crea@ng'a'social'
strategy'and'hands_on'coaching'to'get'
you'up'and'running'fast!'

38. More'Resources'
CPA'Success'posts'about'social'media'
hKp://www.cpasuccess.com/social_media/'
Self_directed'learning'guide'–'15'min'a'day'
hKp://www.cpalearning2.com/'
Can'Social'Media'Help'You'Learn?'
hKp://cpa.tc/sociallearn'
Making'Social'Media'Work'for'You'
hKp://www.journalofaccountancy.com/Mul@media/TomHood.htm'
Social'Media'for'Learning'
hKp://cpa.tc/sociallearn'
Social'Media'for'CPAs'and'CEOs'–'interviews'&'stories'
hKp://cpa.tc/social'
How'to'Leverage'Social'Media'–'Journal'of'Accountancy'
hKp://cpa.tc/8u'
'

39. Recommended'Reading'
• The'Corporate'Blogging'Book'by'Debbie'
Weil'
• Crush_It'by'Gary'Vaynerchuk'
• The'Whuffie'Factor'by'Tara'Hunt'
• Here'Comes'Everybody'by'Clay'Shirky'
• Social'Media'Strategies'for'Professionals'
and'Their'Firms'by'Michelle'Golden'
• Switch:'How'to'Change'When'Change'is'
Hard'–'Chip'&'Dan'Heath'
• Escaping'Velocity'by'Geoffrey'Moore'

40. Tom)Hood,)CPA.CITP)
CEO)
Maryland)Associa8on)of)CPAs)
Business)Learning)Ins8tute)
(443))632<2301)
E<mail)tom@macpa.org)
Web)hQp://www.macpa.org)
Blog)hQp://www.cpasuccess.com)
Blog)hQp://www.bizlearningblog.com)
)
)
Follow'me'on:'
! 'TwiKer:'hKp://www.TwiKer.com/tomhood'
! 'LinkedIn:'hKp://www.linkedin.com/in/tomhood'
! 'Facebook:'hKp://www.facebook.com/thoodcpa'
! Plaxo:'hKp://tomhood.myplaxo.com'
! Slideshare:'hKp://www.slideshare.net/thoodcpa'
! Youtube:'hKp://www.youtube.com/thoodcpa'
! Second'Life'avatar'name:'Rocky'Maddaloni'

41. FEI Social CFOFEI Social CFO
Session Report
Generated on June 4, 2014
How big is your finance / accounting organization?
What Generation are you?
4.8%
7.1%
9.5%
9.5%
23.8%
45.2%
> 1000 (Votes: 2)
501 - 1000 (Votes: 0)
251 - 500 (Votes: 3)
101 - 250 (Votes: 4)
51 - 100 (Votes: 4)
11 - 50 (Votes: 10)
10 or less (Votes: 19)
Highcharts.com

42. Social Media is a productivity killer
2.2%
65.2%
32.6%
Mature born btw 1925 &
1945 (Votes: 1)
Boomer born btw 1946 &
1964 (Votes: 30)
Gen X born btw 1965 &
1979 (Votes: 15)
Gen Y born btw 1980 &
2000 (Votes: 0)
Highcharts.com
8.5%
29.8%
61.7%
True (Votes: 4)
False (Votes: 14)
I am on the fence (Votes:
29)
Highcharts.com

43. What is your biggest challenge?
What is your favorite social media tool?
16.8%
10.6%
16.8%
11.5%
4.4%
5.3%
5.3%
18.6%
4.4%
6.2%
Reactive vs Proactive
(Votes: 19)
Keeping up (Votes: 12)
Information overload
(Votes: 19)
Doing more with less
(Votes: 13)
Complexity (Votes: 5)
Big Data and analytics
(Votes: 6)
Succession planning
(Votes: 6)
Talent development &
retention (Votes: 21)
Moving to the cloud
(Votes: 5)
Generational issues
(Votes: 7)
1/2
Highcharts.com

44. Social Q&A
Can you recommend a website or resource for us to learn
more about the social media tools?
How much time does everyone in the room spend reading
outside of work each day
What is this site? Is it a subscription model?
what's the slideshare URL for your presentation
how many in room don't use twitter?
You're asking us to become more connected. The next
session is going to talk about the need for cyber security.
How do you balance these two ideas?
What is on your tie?
62.5%
5.4%
28.6%
1.8%1.8%
Linked-in (Votes: 35)
Twitter (Votes: 3)
Slideshare (Votes: 0)
Facebook (Votes: 16)
Instagram (Votes: 1)
Blog (Votes: 1)
Highcharts.com

45. Tom - Thanks for attacking my fears of social media.
Favorite sports teams?
Tweetdeck
Interacting with mean people?
Hoot suite !????
How is a blog greated
I think the challenge is to determine how to use the tools to
advance your goals
Do you use Flipboatd
This takes time where do we get it???
What's your twitter handle?
Get Conferences i/o for an Event You Are Hosting