Building your following a social media guide for accountants and bookkeepers
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This document provides guidance on building a following on social media platforms. It recommends identifying your target audience by knowing your customers, what they like, and where they engage. It suggests preparing content by developing great content, curating relevant content, and creating engagement. Finally, it outlines growing your network on LinkedIn, Twitter, and Facebook by connecting with others, sharing stories and questions, building your profile, following others, and engaging with your community. The goal is to provide value to customers to help build your following.
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Building your following a social media guide for accountants and bookkeepers
- 1. Building Your Following Intuit Insider Academy: Lesson 4 September 6, 2016
- 2. Ready Aim Andrew Wall, CPA, CMA • Owner and operater of WallCPA • Technology enthusiast • Social media fanatic
- 4. Curriculum PLATFORMSPRODUCT ELECTIVES FIRM OF THE FUTURE Scott Zandbergen Date: July 26 THE DIGITAL LANDSCAPE Dave Fleet Date: August 9 ESTABLISHING YOUR ONLINE VOICE Neil Mohan & Leilah Ambrose Date: August 23 BUILDING YOUR FOLLOWING Andrew Wall Date: September 6 SEO 101 Leandro Dumlao Date: September 20 LINKEDIN 101 Michael Thomson Date: November 15 BLOGS 101 Jennie Moore Date: November 1 FACEBOOK 101 Mitch Bell Date: October 18 TWITTER 101 Devon Burke Date: October 4 YOUTUBE 101 Jill De Larzac Date: November 29 INSTAGRAM 101 Bianca Freedman Date: TBA FACEBOOK & TWITTER ADS Alexandra Krivov Date: TBA PODCASTS 101 Michelle Long Date: TBA BYLINES 101 Sarah Triantafillou Date: TBA GOOGLE+ Bryan Tritt Date: TBA
- 5. According to a survey conducted by research firm Clutch, almost half (47%) of small businesses aren’t actively using social media.
- 6. Leveraging the Opportunity Ready Identify Your Audience • Know your customer • Know what your customer likes • Know where your customer engages Aim Prepare Your Content • Develop great content • Currate relevant content • Create engagement Fire Grow Your Network • LinkedIn • Twitter • Facebook
- 8. “Without an audience, there’s not much use for a social media strategy. In today’s marketing age, your audience matters more than ever. Every business needs one to survive.” Audience: Marketing in the Age of Subscribers, Fans & Followers” by Jeffrey Rohrs
- 9. Know Your Customer “Everyone is not your customer” Seth Godin • Be specific • Create a picture • How can you add value
- 10. Know What Your Customer Likes “All you have to do is stop thinking like a marketer and start thinking like your consumer” Dave Kerpen • Respond quickly • Be authentic • Be honest and transparent
- 11. Know Where Your Customer Engages “Engage your customers and persuade them to spread the word” Dave Kerpen • What platform • What time of day • What tone
- 13. Action Items 1. Write down description of target audience 2. Write down a list of other marketing initiatives that you can cut back on 3. Look for and find your audience
- 15. “One of the fastest ways to turn off an audience is to serve them irrelevant content.” “Epic Content Marketing” by Joe Pulizzi
- 16. “Content needs to be tailored to the specific audience at each segment of a sales funnel” Kissmetrics • Define your goals • Create an editorial calendar • Check your metrics Develop Content
- 17. Collect relevant research on a key topic for your readers. Great tools • TweetDeck • Flipboard • Buffer Curate Content
- 19. Jun Jul Aug Sep Oct Nov Dec Jan Editorial Calendar Develop content Scheduled posts Real time posts #Thrive #QbConnect
- 20. Action Items 1. Write down a list of questions to ask your customers 2. Take existing content and re- write it for the web 3. Create a plan for creating content
- 22. “Social media is about the people! Not about your business. Provide for the people and the people will provide you.” Matt Goulart
- 23. The Platforms Facebook 72% of online American adults use Facebook, a proportion unchanged from September 2014 LinkedIn LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds Twitter Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter
- 24. Facebook“Activate your fans don’t just collect them like baseball cards” Jay Baer
- 25. “Facebook is the most viral platform in marketing history” Dave Kerpen • Add value • Be authentic • Be honest and transparent Connect
- 26. Share interesting and enjoyable stories so customers can share them with their friends. • Tell your story • Inspire customers to tell stories • Ask Questions Share Stories
- 27. Facebook advertising provides you the opportunity to really hone in on your audience. • Nano target • Experiment • Monitor Advertise
- 28. LinkedIn“Active participation on LinkedIn is the best way to say, 'Look at me!' without saying 'Look at me!” Bobby Darnell
- 29. “On LinkedIn, it’s your picture, name and professional headline most times that people see” Viveka von Rosen • Start with a professional photo • Make your headline stands out • Fill out as much of the profile as possible Build Your Profile
- 30. “Make sure that you can be found by the right people at the right time.” LinkedIn • Import your address book • Discover “people you may know” • Advertise Build Your Network
- 31. “It’s important to be active on LinkedIn, and that starts with posting status updates Social Media Examiner • Share an update • Write an article • Leverage notifications Stay Connected
- 32. Twitter“The viral power of online media has proven how fast creative ideas can be spread and adopted” Tina Brown
- 33. “User follower bases directly correlate with how much they tweet” Beevolve The Anatomy of a perfect Tweet • A link • A picture • 3 hashtags Engage
- 34. In the #Discover section of your dashboard, Twitter recommends “Who to follow” for your account. • Add your contacts • Follow industry leaders • Follow your followers followers Follow
- 35. Repeat “Unless you’re a celebrity like Justin Bieber or Hilary Clinton, you’re going to have to work at building an initial following on Twitter” Forbes • Remove non-followers • Stay Nano targeted • Monitor your stats
- 36. Action Items Know Your Customer • Describe your target audience • Use ad platforms to define market size • Listen to your community Prepare Your Content • Write a list of topics your customers like • Write a list of questions to ask • Ask how you can help your community Grow Your Network • Actively seek out your customers • Respond to every customer • Provided value (for free)