For an accounting firm, social media might seem like it can be a nice thing to do in moderation. Unfortunately, it’s something where consistency is the name of the game. And trying to share content on so many different channels can be time consuming.
That’s why there are so many “experts” suggesting different social media sites that are best for business to business (B2B) organizations.
If you are a Los Angeles CPA or other accounting professional and are looking to leverage social media without losing focus on your core business, here are a couple of tools and strategies to help you manage multiple social media accounts so that you can get your message out to your target audience most effectively.
Build a Following in Your Target Market
If you are investing a significant amount of time creating content on social media, you want to gain a following first. The best ways to build a following are:
- Follow respected thought leaders in your industry, follow your existing clients and prospects. Follow your favorite sports teams, especially local ones like the LA Kings, Lakers, Clippers, Dodgers and Angels. Follow your local Chamber of Commerce, the California Society of CPAs and Los Angeles Women’s Society of CPAs.
- Share content from the organizations above. They will likely reciprocate on occasion, and extend the reach of your posts. They will often follow you back as well. Try to start a dialog with some of these groups, but don’t be pushy or “salesy”.
- Share your content and post where your audience is. Look at LinkedIn, Facebook, Twitter, and Google Plus. See where your clients and the organizations above are sharing their content. Prioritizing your social media time investment based on the level of regional and industry engagement is your best strategy - as opposed to trying to share your content everywhere.
- Write blogs which demonstrate your expertise. Discuss success stories where you have helped clients (don’t use their company name unless you have their written permission). Ask your clients to provide you with testimonials which you can share on your channels or have them share their thoughts on working with you on their own channels.
- Call upon your employees or business partners to participate in the conversation as well.
Building a following on select social media sites will help you prioritize which social accounts to focus on is the first step to learning how to leverage social media as a promotional tool rather than getting too bogged down with it.
Keep in mind - the key is consistency. You will get better results posting more often and on a consistent basis.
Use Social Media Scheduling and Listening Tools
Tools like HootSuite, Sprout Social, and Social Mention are great ways for your company to keep tabs on what’s being said about your firm online from multiple social media accounts. Setting up Google Alerts with your company name and key CPAs in your firm can be a great way to see if people mention your company online. This can give you the ability to jump into the conversation in a timely manner.
If someone makes a negative comment online about your firm, or gives you a bad review online, make sure you react with professionalism and tact.
Use Images and Videos as Well as Text
YouTube can be a great way to “humanize” CPAs with your audience and reach prospects. Client and employee testimonial videos can be great content. Just like videos, blogs and powerful images like infographics can be shared repeatedly.
It can be a challenge to manage multiple social media accounts. In a nutshell, the way to get the best use of your social investment includes:
- Building an audience by following the right people, sharing interesting and educational content
- Listening to what is being said about you online and entering conversations where it provides strategic advantage
- Scheduling posts to reach your audience at different times of the day
- Leveraging images and videos as content which you can share repeatedly
Following these strategies can be the difference between making social media an effective tool for your business and wasting valuable time.
What tools do you use to manage multiple social media accounts? Share your thoughts in the Comments box below.
And to follow-through on the tips introduced in this short article, be sure to download your free guide, 12 Ways for CPA Firms in LA to Utilize Technology More Efficiently.