• Disclosures • January/February
An action plan or using that media mayinclude posting the latest tax legislationhappenings on your site as a blog or linkingthe legislative discussions on LinkedIn orFacebook. Creativity is what drives socialmedia to be viral. The more creative andinteresting your post is, the more peoplewill read it, orward it and discuss it.
Test the waters
It’s time to become a an, watch web-casts and ollow someone on Twitter.The VSCPA now has group pagesin Facebook and LinkedIn, and tweetsregularly rom its Twitter account,VSCPANews (see page 21). Even the
Journal of Accountancy
has joined these socialmedia platorms.The rst step is to create your accountand to begin using social media sites. Byparticipating, ollowing or becoming aan o other sites, you can gain an under-standing o social media unctions. Aterollowing other organizations, you canthen begin to add and create your ownpersonalized posts. Just like learning how to read the taxcode takes time, so does learning how touse social media. Although social ace-to-ace networking can never be replaced bysocial media, your time allocated to thatnetworking should now include time orsocial media.For example, i you used to spend onehour a day on networking, now spend15 minutes a day on social media and 45on social networking. As social mediacontinues to take hold, so will your timeallocation.Tweet your daily happenings or postlinks to business- or tax-related articleson Facebook. Remember to make yourposts interesting and personal enough thatthey tell others who you are and what yourrm represents. I you make your socialmedia all about business, no one will beinterested in reading your posts. Learningthat you recently saw your daughter or songraduate rom college or that you recentlywent on a great hike on the AppalachianTrail is interesting and could spark up alively social media dialogue between you,your riends, your clients or colleaguesrom across the country!CPAs are busy proessionals assistingclients, managing workfow, employees,etc., but managing the uture o your busi-ness is critical as well. I the relationshipsare now ormed, but ormed in cyber-space, a rm is either going to jump on board or be let behind. The CPA-clientrelationship will always be predicated uponpersonal interaction, and social media isa part o that personal touch. It also canprovide authentic unobtrusive interactionwithout pushing to uninterested parties.Those who want to see what you are upto can, and those who are not interesteddo not have to.BTW (that is “by the way” in text talk),did you know that almost everyone under35 uses social networks? CPA rms arealways looking or new and young talentto join their teams. As almost all upcom-ing accounting graduates actively use so-cial media, the best way to reach them isthrough their styles o communication.The next time a position is available,reach out to the new young talent and postthe job opportunity as a tweet on Twitteror on Facebook, LinkedIn or rm blognews. Gone are the days o “wanted” adsin the local newspaper. Now social mediais a growing avenue to post and targetthat talent.
A forum for feedbackand posting etiquette
Traditional published media is a per-manent printed record. The dierence isthat oten eedback o that printed mediacan take weeks, months and sometimesyears. Social media, on the other hand, isviral and will provide instant results andinstant eedback.Social media connects generations,across state and country lines, and into thecrevasses o the world. A Twitter eed thatincludes the words “tax” can instantly betracked by any worldwide user ollowingthe subject o “tax.” How’s that or cross–marketing?!Though CPAs can reap the benets o the speed and eciency o posting data oropinion, it can also come with complexlegal concerns and sta restrictions, andcould damage a rm’s reputation withone derogatory client comment or nega-tive post. It is important to be mindul o who is and/or may be reading your posts. Just as certain discussions in social ace-to-ace networking are taboo, so goes theetiquette o social media.Drat a policy that addresses the use o
The frst step isto create youraccount and tobegin using socialmedia sites. Byparticipating,ollowing orbecoming a ano other sites,you can gain anunderstandingo social mediaunctions.