Mediaboss Marketing

When it comes to social media communications, its not why or whenits how and where.

But accounting firms face significant hurdles and oftentimes it seems like the risks are not worth the rewards. Overzealous regulators, independence rules, clients that largely avoid the use of social media professionally and skeptical leadership all stand in the way.

As a strategic communications company that caters to accounting firms, weve heard it all. Our clients aren't using social media so why should we? Social media is for consumer brands, not accounting firms. Social media poses too much risk and we can lose control of the conversation.

Sound familiar? The objections are plentiful and the excuses are easy; however the rewards for those that do it right can be handsome.

If your firm has stumbled out of the gate trying to create a meaningful social media presence, or you are considering stepping up your companys efforts, you probably have questions. And here are the answers to three questions that your senior leadership team is likely asking:

1. How can my company and employees publish and circulate content over social media and not run afoul of regulators?

Regulators are often cited among the top reasons why accounting firms dont embrace a proactive social media effort. However, technologies and platform companies such as Hearsay Social and CommandPost make it easier for firms to track and report social media activity and adhere to strict compliance demands. Whats more, proper social media training and focusing content on thought leadership rather than conducting business (aka selling solutions) will also help manage compliance issues and avoid the wrath of regulators. It will also prove more effective in reaching and intriguing your target audiences.

There is a great opportunity to get your firms stance out there on a range of important issues. How are new technology tools, software and digital communications changing the business of accounting and the ability of companies to track, assess and report data? How are changes in accounting standards or new regulatory regimes impacting how clients are managing compliance demands? Prospective clients, media and other important audiences are looking for guidance on these and other timely topics.

2. How do I convince my firms leadership that social media is a worthwhile investment when our clientswho are mostly senior level business executivesdont use it?

If one of your communications goals is to enhance and increase the quality of media coverage of your firm and its leaders, social media is a vital tool. It is the conduit for the brand and its lead spokespeople to engage with media on topics and issues that are driving much of their editorial coverage. Many reporters and media outlets that cover the audit industry are active on social media. Look no further on Twitter than @Rapoportwsj, @AICPA_JofA and @AccountingToday If youre not present on social media, youre missing a golden opportunity to build relationships with these media.

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Why Accounting Firms Must Embrace #SocialMedia