{"id":27718,"date":"2023-02-03T08:00:00","date_gmt":"2023-02-03T14:00:00","guid":{"rendered":"https:\/\/taxprocenter.proconnect.intuit.com\/?p=27718"},"modified":"2023-01-31T12:13:15","modified_gmt":"2023-01-31T18:13:15","slug":"how-to-market-your-firm-with-organic-social-media","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/how-to-market-your-firm-with-organic-social-media\/","title":{"rendered":"How to market your firm with organic social media"},"content":{"rendered":"\n

As social media<\/a> continues to evolve, tax and accounting firms need to evolve their strategies and tactics to stay ahead of the curve. By leveraging social media, you can increase your firm\u2019s visibility and encourage top-quality companies to become clients.<\/p>\n\n\n\n

While many articles promote paid social media marketing, my team at MBS Accountancy<\/a> has seen great results from organic social media efforts since 2019. I\u2019m going to walk through some strategic considerations, best practices for social media, and successful examples from within our profession.<\/p>\n\n\n\n

Paid, organic, or both?<\/strong><\/p>\n\n\n\n

While many firms have used paid social media at some point, fewer have invested in their organic social media marketing. While there is nothing wrong with using paid social media to generate business, neglecting to invest in organic social media causes you to miss out on some great long-term benefits. The best route is to strategically use paid and<\/em> organic social media in your marketing efforts. Social media agency founder Dairen Payton notes, “A tight integration between organic insights and paid creative<\/a> is how you take consumers from swiping past your ads to feeling like you live with them.\u201d<\/p>\n\n\n\n

A meme is worth a thousand words<\/strong><\/p>\n\n\n\n

In a 2022 Statista survey<\/a>, 39 percent of Gen Z consumers said that they had a higher opinion of a brand if it posted memes and jokes on its social media channels. In case you don\u2019t know, a meme is a photo of a well-known cultural event or movie scene accompanied by a caption that conveys the same sentiment or emotion, but is unrelated to the visual.<\/p>\n\n\n\n

For example, the American Chopper Argument meme is based on a reality TV show featuring New York motorcycle company Orange County Choppers and a toxic relationship between owner Paul Teutel Sr. and his son, Paul Teutel Jr. But the meme version has now evolved to capture any circular argument scenario, such as requiring work experience for a first job<\/a>.<\/p>\n\n\n\n

In the past, professional service firms with lawyers and accountants avoided using memes to maintain a distinct professional identity. But if done appropriately, memes can be a great way to reach millennials and Gen Z audiences.<\/p>\n\n\n\n

Show your face, not just your logo<\/strong><\/p>\n\n\n\n

These days, personal branding is associated with insincerity, unrealistic perceptions, and spammy attempts to sell you a low-value course. But this doesn\u2019t have to be the case. As Adolfo Marquez<\/a> of MBS Accountancy says, \u201cThe best personal branding is an honest exploration and expression of what you believe about yourself, your work, and your profession.\u201d When approached in this way, personal branding can be a great way to differentiate yourself from your competitors and showcase your brand\u2019s culture and ethos.<\/p>\n\n\n\n

I\u2019d recommend implementing this approach to your personal brand<\/a>; it will pay enormous dividends later.<\/p>\n\n\n\n

Tailor your social media content to each channel<\/strong><\/p>\n\n\n\n

Most firms share links across social media channels and call it done. But you can create superior content by adapting your content to each platform. Over the past year, my firm has been experimenting with native post types, including Instagram Reels, Facebook Stories, and LinkedIn carousels. Many of these posts don\u2019t include links, but they create native experiences on each platform that engage our audience and showcase our brand.<\/p>\n\n\n\n

I\u2019m not going to tell you which platforms are relevant for your firm, since that depends on your social media goals and strategy, but I will offer these tips I\u2019ve learned from consistently posting across several platforms for many years:<\/p>\n\n\n\n