{"id":7544,"date":"2017-03-29T08:00:45","date_gmt":"2017-03-29T13:00:45","guid":{"rendered":"http:\/\/taxprocenter.proconnect.intuit.com\/?p=7544"},"modified":"2019-08-09T15:09:56","modified_gmt":"2019-08-09T20:09:56","slug":"6-social-media-donts-for-accounting-practices","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/6-social-media-donts-for-accounting-practices\/","title":{"rendered":"6 Social Media Don’ts for Accounting Practices"},"content":{"rendered":"

Social media has become nearly ubiquitous in our daily lives. An overwhelming majority of us have a personal social media account on at least one social network, such as Facebook, Twitter, Instagram or LinkedIn. It\u2019s becoming more common that accountants are using social media to try and grow their practice, but there are many small missteps and time-wasting activities that can be avoided with a little education.<\/p>\n

Maybe you\u2019ve been experimenting with using your personal social media profile as to a tool to build your brand as an expert accountant or tax professional, or to generate leads, or to maintain client relationships. Doing this doesn\u2019t necessarily require you to purchase expensive tools or devote several hours each day in order to be successful \u2013 accounting professionals have enough on their plate already. However, you can grow your practice and start laying the groundwork for your marketing strategy with reasonable effort by investing a little time \u2013 and sometimes a little money \u2013 in social media.<\/p>\n

These days, it can feel like you are bombarded with advice on how to best use your social accounts, but not all social media strategies align for all businesses. Accountants are in a specialized industry with unique social needs, and not every tip <\/i>you read will produce the results you\u2019re seeking.<\/p>\n

Instead of giving you a list of all the things you should <\/i>do on social media, here are some common mistakes tax professionals make on social media and what you can do to avoid them.<\/p>\n

1. Don\u2019t overthink it.<\/b><\/p>\n

\u201cI think the best advice is just to not overthink it and to get started,\u201d said Jackie Meyer<\/a>, CPA, CTC, MSA, president and founder of Meyer Tax Consulting in Southlake, Texas. <\/b>If you haven\u2019t created social accounts for your firm, start there. Follow relevant news outlets and trade publications; follow thought-leaders in the industry; follow the IRS social accounts. Then as you get more advanced, you can work on the items below.<\/p>\n

2. Don’t assume everyone is interested in your practice on social media.<\/b><\/p>\n

Spend time thinking about who your audiences are. What are their personas? What will they find interesting and relevant? Stacy Kildal<\/a>, bookkeeper and founder of StacyKAcademy, advises: \u201cPick one channel your audience can be found, and with which to start such as Twitter, LinkedIn, Facebook, etc. Once you have a handle on that platform, then move to another.\u201d<\/p>\n

Once you\u2019ve identified the channel that make the most sense for your followers, focus on developing a small, important community. Having 500 relevant followers is much more valuable than 5,000 miscellaneous ones, or several thousand diluted over several different channels. Tools like Sprout Social<\/a> and Hootsuite<\/a> can help you manage and gain insights into your audience.<\/p>\n

3.<\/b> Don’t bombard your followers with promotional messages.<\/b><\/p>\n

Your followers will want to know about major product updates and sales promotions but this shouldn\u2019t be the primary driver of your social content. Try experimenting with education content such as tips and tricks, or tax law updates to see what\u2019s most appealing to your followers.<\/p>\n

Kildal recommends, \u201cPost the content that you find interesting or helpful: Personal and\/or business articles, a funny story, cat pics (everyone loves cat pics), and the occasional product update post.\u201d<\/p>\n

A good best practice when you\u2019re starting out is to try using an 80\/20 strategy: 80 percent education content and 20 percent promotional. Also remember that your followers don\u2019t want to be overwhelmed by the content you are promoting. Develop a steady post cadence per channel, such as three to five times a week, once a day, etc.<\/p>\n

4. Don’t confuse social media metrics with what really matters.<\/b><\/p>\n

Social media is a great way to engage with your audience and to generate leads, but don\u2019t get too caught up on likes, engagements and number of followers. As a tax professional, your job is to create value for your clients. Think of your social channels as an offshoot of your business by focusing on creating valuable and educational content for your followers. It\u2019s not all about key performance indicators; what matters is your business and if you\u2019re getting quality over quantity.<\/p>\n

5. Don\u2019t forget about the power of promoting your content.<\/b><\/p>\n

Don\u2019t ignore the power of using small pools of money to boost the reach and engagement of your content to targeted audiences, especially on Facebook<\/a>. If you see content is performing well \u2013 whether that means click-throughs to a blog post, engagement with your content or even driving business conversions \u2013 you can put money behind it to expand reach and longevity.<\/p>\n

6. Don\u2019t forget to reassess and adapt your strategy each month.<\/b><\/p>\n

The nature of social media is that audiences and platforms are ever-changing. As a business account, you must also keep moving forward with the latest trends and features. Try incorporating content from advertising and tech publications like AdAge<\/em>, Mashable<\/em> and Business Insider<\/em> to your morning news roundup.<\/p>\n

If you try something and it\u2019s not working for your social strategy; if you are seeing very low engagement and few click-throughs; don\u2019t keep wasting time on it. Change it up and try something new.<\/p>\n

What social strategies have worked for you? What hasn\u2019t worked? What tips would you give to a accounting or tax professional trying to use social media for his or her business?<\/p>\n

Editor’s note:<\/strong> This article originally appeared on Accounting Today<\/em><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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