CPA firms have a long way to go before they are making effective use of social media, according to a new survey report.
Firms can improve their effectiveness on social media with better training and tools, and by adopting written social media policies and monitoring metrics, says the 2014 Social CPAs Survey, How Accounting Firms Use Social Media Today.
The report, produced by consultancy SocialCPAs, Inovautus Consulting, and the Association for Accounting Marketing, can be downloaded for free...
...Firms seeking to improve their social media effectiveness, according to MacQuarrie and Dobek, can do so by:
Training . Half of the survey respondents said they provide their employees no training in use of social media. “I talked with some CPAs about LinkedIn, and they were asking, ‘Why would you need training on LinkedIn? Everybody knows how to use it,’ ” MacQuarrie said. “And I think the perception is, much like Excel, if I know 10% or 20% of Excel, I feel like a power user. And I have no idea what I don’t know"...
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Source: Ken Tysiac (www.journalofaccountancy.com)
