Social media is here to stay. In 2021, it is estimated that 3.96 million people are on social media. That is a BIG audience.
It is a great way to find new clients and keep your face and business in front of your current clients. The opportunities social media presents for your accounting firm are endless.
You may be reluctant to use social media for many reasons. Some of us just aren’t that comfortable with it. Maybe you are already working 50 hours a week and just can’t find the time. Others may think it is not a good investment of time.
Whatever your reason is, keep reading. We will go over the Where, the When, and the What of social media.
Social Media Platforms
Knowing and understanding the different platforms will help you best decide where to spend your time. They each have their pros and cons, so do your homework. Where do most of your target audience spend their time?
At the time of this survey, LinkedIn, Facebook, and Twitter were the most popular social networks used by accounting firms. Of those three, LinkedIn came in the first place.
Using more than one platform is common, but if you feel your audience is primarily on one and not others, feel free to focus your time there.
Where Should I Post
LinkedIn calls itself A social network designed for the professional world. According to LinkedIn, they have nearly 740 million members in more than 200 countries and territories worldwide. Their mission is to connect the world’s professionals to make them more productive and successful.
Twitter is an American microblogging and social networking service on which users post and interact with messages known as “tweets.” Users access Twitter through its website interface or its mobile-device application software. Tweets are restricted to 280 characters.
Facebook is an American online social media and social networking service. Their mission is to give people the power to build community and bring the world closer together. You can post text, photos, and multimedia and share with other users.
Instagram is a photo and video-sharing social networking service owned by Facebook. Their mission is simple “to capture and share the world’s moments.”
Social Media Posts
When and what you post is critical. You need to find a balance between funny, informative, and inspirational in your posts. Don’t be only a billboard for your firm, constantly singing your praises.
When Should I Post
Posting something every day EQUALS results.
Accounting firms are busy, especially during tax season and the end of the year. So the thought of posting something every day can be daunting.
Depending on whether you decide to use only one or multiple platforms, you should use a 3rd party app to post for you. These apps are built to schedule and upload your posts for you. You spend a little time each week creating your posts, and the app takes care of the rest. There are lots of choices when it comes to which tool you want to use. A few of the most common are Hootsuite, Zoho, and Buffer.
Check them out a see what works best for you and your firm.
What Should I Post
Posting is the fun part of social media!! It is a chance to show off your firm’s personality, what is important to the firm, and helpful tips for your clients.
Visuals are always more engaging than text alone. Countless studies are showing the relationship between visual images, the eyes, and the brain.
Creating a simple visual to share is easy with technology these days. Again, there are countless apps to choose between. But remember, don’t use photos without permission. That can get you in some hot water.
Here’s a couple of ideas of things to post. This list should give you a place to start. Once you get the hang of it, the ideas will come more naturally.
A Few Reminders
Social media can be a fantastic place to give friendly reminders to your clients about deadlines, significant events in the industry, and essential business timelines.
For example, if your clientele is primarily small business owners, reminders of tax deadlines can be a lifesaver to them.
I don’t mean to post your son’s piano recital or pictures of your sister’s new baby. While those things are excellent, not appropriate for your firm’s social media. By personal I mean, spotlight someone in your office or a recent award received. You can talk about a success story of a client or even quote a 5-star review you received.
Showing your firm is staffed with amazing people and you have terrific clients will attract new clients and instill trust in your current clients.
The occasional inspiring quote can be, well, inspiring!! Find something related to your specialized niche. Financial quotes are always a safe bet.
While everyone’s sense of humor is different, throwing out the occasional joke is always a good idea. Remember, though, keep it politically correct, and avoid stereotype humor.
See, that’s funny!
If your website has blog articles on it, social media is a fantastic way to get readers! A great article is easily sharable for new and current clients to read. The best part is it drives traffic to your website.
91% of marketing gurus have stated that with as little as six hours a week spend promoting your company on social media, you can substantially increase exposure for your business.
The sooner you integrate social media into your firm’s marketing plans, the better. Your clients will appreciate the information you share. By consistently staying visible to them, chances are they will remain loyal to you.