June 24, 2024

Get Savvy with Social

It’s no secret that accountants and auditors tend to lag behind other businesspeople when it comes to utilizing social media for business. One reason: Some accounting professionals believe engaging in social media is a waste of valuable time: Especially during busy season, they may argue, it’s hard to justify spending time online while juggling tight deadlines. 


Newsflash: Engaging social media is not a waste of your time; we promise you that. Collemi Consulting has personally interacted via social platforms with hundreds of accountants and auditors of all backgrounds and levels of expertise, and we can attest to the fact that many of these exchanges have proven to be very beneficial, helping us to win new business, meet new contacts, educate our peers, and stay on top of trends and new ideas in the industry. 

Here how to maximize your social media efforts — and gain more exposure for you and your business.


Have a professional presence.

Whether you’re using LinkedIn, Twitter or another social media platform, put some thought and effort into your profile page so people who come across it will want to connect with you. For instance, if you’re creating a LinkedIn page or profile, include a professional photograph and highlight your background and depth of experience. Use key industry buzzwords that highlight your strengths and expertise so that potential contacts can find you.


Share your knowledge.

At Collemi Consulting, we make it a point to follow certain regulatory authorities in the industry that create the rules and standards, and we’re always passing along new information to our LinkedIn followers. Sometimes we’ll share an article highlighting a new standard or we’ll throw out a question about a challenging auditing procedure and see where people are struggling. Whatever information you choose to share, consider changing up how you share it to keep followers engaged. For instance, in lieu of posting an article on a new accounting standard, you might create a YouTube video explaining it or show a graphic that lays out the critical points. The purpose of these types of posts is to provide value to people and spark conversations. You’re not just throwing out information; you’re starting a discussion. 


Comment on other people’s posts.

One of the best ways to engage with others on social media is to put in the effort to really get to know people. It’s not magic; you just need to be genuine. At Collemi Consulting, we like to see what our followers are sharing on LinkedIn, and we’ll often jump into a discussion on one of our connection’s pages. Some social media experts recommend this rule of thumb: Try to comment on at least five other posts for every post you publish yourself. Remember, social media is a two-way street: You’re looking to have an exchange of ideas that will lead to a professional relationship.


Don’t do generic reach-outs.

One mistake we often see is accounting professionals who blindly send messages to potential contacts on LinkedIn or other social platforms without first establishing a relationship. If you do this, you’re likely to be ignored. It goes without saying that you shouldn’t send salesy, “cold call”-type messages to people with whom you want to connect on LinkedIn and similar outlets. If you really want to make a positive impression on a potential new connection, it’s important to personalize your request by referencing a recent post the person published or mentioning that the two of you recently attended the same conference. Making a personalized effort can help you stand out in a sea of generic DMs.


Don’t post and ghost.

Platforms like LinkedIn thrive on engagement, so it’s critical that you’re active on the platform, especially in the first few hours after posting, to respond to comments and engage with other people’s posts. If you wait more than a day or two to respond, the conversation will likely be forgotten, and the potential connection may be lost forever.

 

Collemi Consulting leverages almost three decades of experience in providing trusted technical accounting and auditing expertise when you need it the most. Salvatore A. Collemi, CPA, Managing Member & Founder, is regarded as an industry leader and subject matter expert by various organizations and media outlets. To schedule an appointment to see how we might work together, contact us at (732) 792-6101.


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ADDITIONAL GUIDANCE: Since this blog was first published, the PCAOB released two new guidance documents. The Nov. 26 updates can be found here: An additional overview of the requirements of QC 1000 and staff guidance for firms about how to comply with the standard. This document provides additional staff insights on scope and applicability, responding to engagement deficiencies, and documentation for AS 2901, Responding to Engagement Deficiencies After Issuance of the Auditor’s Report. The Public Company Accounting Oversight Board (PCAOB) recently announced a new set of quality control standards designed around a risk-based approach. And there’s only one year to design and implement them. The PCAOB’s new QC 1000 standard is more than two decades in the making, as it replaces the quality control standards it adopted on an interim basis back in 2003 from the American Institute of Certified Public Accountants (AICPA). The new standard is intended to make independent registered public accounting firms significantly improve their quality control (QC) systems. QC 1000 applies to all PCAOB-registered member firms, with more extensive requirements for those that audit more than 100 issuer clients annually. It has been approved by the U.S. Securities and Exchange Commission (SEC) and goes into effect on December 15, 2025. The new requirements and the work required to implement them will be extensive, and the larger public accounting firms require external oversight of the QC system. Therefore, it is strongly recommended that firms do not put it off until the last minute. At its core, the new standard is intended to enable firms to identify their specific risks and design a quality control system including policies and procedures to guard against those risks. The overall goal is to establish what the PCAOB calls “a continuous feedback-loop for improvement.” In this, the new standard differs from the International Auditing and Assurance Standards Board’s (IAASB) International Standard on Quality Management No. 1 (ISQM 1) and the AICPA Statement on Quality Management Standards No. 1 (SQMS 1). An extensive but not comprehensive comparison document of the three standards may be found here, but is presented only as a reference tool. New requirements QC 1000 has requirements that do not appear in other QC standards. They can be more prescriptive or more specifically tailored to the U.S. legal and regulatory environment. There are 10 main areas in which the QC 1000 standards go beyond other, existing standards. These are: Evaluation and Reporting: QC systems must be evaluated annually and reported to the PCAOB. They must be certified by specific individuals with responsibility and accountability for the firm’s QC system. Governance and Leadership: Firms must create and maintain clear lines of responsibility and supervision. Larger firms must have outside oversight and a confidential complaint system. Ethics and Independence: Quality objectives must be tailored to the U.S. regulatory environment. Larger firms must implement an automated system for identifying securities investments that could impair independence. Monitoring and Remediation: QC 1000 divides monitoring into engagement and QC system levels. Engagement and QC deficiencies are defined, including requirements for their determination. Larger firms must (and smaller ones should) monitor in-process engagements. Quality Objectives: The firm’s personnel must comply with its policies and procedures Information and Communication: Quality objectives for communication with external parties are established at the firm and engagement level. Communication of the firm’s QC system’s policies and procedures must be communicated in writing. Resources: The firm’s personnel must adhere to standards of conduct. Policies and procedures must address both enumerated and circumstance-specific competencies. Mandatory training, licensure and technological resource requirements are established Risk Assessment Processes: Quality risks must be identified and assessed annually. Roles and Responsibilities: A single person must be assigned responsibility for each role and responsibility in the QC 1000 standard. Documentation: With respect to the QC system’s operation, documentation that allows an experienced auditor to evaluate the operation of quality responses must be provided. Documentation must be retained for at least seven years. That’s not an exhaustive list, but it does give an indication of how much work will be involved. And it’s happening at the same time as the AICPA extensive new Statements on Quality Management Standards (SQMS) requirements are coming into effect . Collemi Consulting leverages nearly three decades of experience to provide trusted technical accounting and auditing expertise when you need it the most. We regularly work with CPA firm leadership to help them reduce risk and maximize efficiencies. To schedule an appointment, contact us at (732) 792-6101.
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