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.
We provide trusted technical accounting and auditing expertise when you need it the most. Serving a full range of constituents in the public accounting profession, we help identify issues before they become problems.