In a world of rapid change and increasing complexity, the winners will be those who can keep their rate of learning greater than the rate of change. This session is designed to help you keep your L>C. That is how our presenter, Tom Hood, sees the biggest benefit of social technology for today’s finance professionals and knowledge workers. He will share the latest research from McKinsey, MIT/Deloitte, and others. Tom will show how to use the latest tools to create your own knowledge network and how to lead safe and productive uses of these tools. He will also discuss the “dark side” and some ideas on how to mitigate the risks. Bring your laptops, tablets and smartphones to participate in this interactive session. Additional information from sessions is embedded in this pdf: Top Issues Facing CFOs Slide 41-47 are Survey results from Session participants which include the Top Issues Facing CFOs, Social Media Tools, and other information Twitter book recap of entire Conference #FEISummit14 Slides 47-64 are tweet reach recap showing a reach of 98,237 and 858,274 impressions

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?
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