A good social strategy should engage your clients and also land you new ones. Take a look at what type of social media strategy is right for your firm.
While social media is a great tool to network and market your services, knowing how to get the best out of it is essential for success.
When investing your time and resources into a social media strategy, look at each channel’s reach and demographics to evaluate whether they will connect with your clients.
Determine your goals
Setting goals for what you want to achieve with social is the first step in implementing your strategy. Perhaps you are looking to convert networking leads to referrals, attract new employees or simply strengthen your brand awareness.
Communicate your strategy to your team so everyone in the firm can contribute to establishing a clear set of KPIs. Quantifiable KPIs could include tracking the number of reads and shares you get on LinkedIn articles, comments and likes on Facebook or followers on Twitter.
Tools such as Google Analytics can help measure your KPIs so you can figure out what is and isn’t working, and adjust your strategy accordingly.
Where is your audience?
Next up, it’s time to identify your audience and how they use social media.
Find out where your clients like to spend time online – whether its reading or sharing information, by researching key influencers in the accounting sector and following activity on industry social media channels.
Industry discussion groups on LinkedIn, Facebook and even conversation threads on Twitter are a good starting point to begin following and engaging with relevant people for your firm. You can also have a look at competing firms’ social media activity and where they are generating the most traction.
LinkedIn can be a great way for your accounting firm to position itself as a thought leader, develop new contacts and market its services. The professional networking site is used by an average of 3.6 million Australians, according to Vivid Social Research.
LinkedIn revealed its fastest-growing demographic is university graduates – good news for your firm if it’s looking to recruit fresh talent.
Meanwhile, Facebook gives you the chance to engage with the community and post about local and industry issues. With more than half (14 million) of all Australians on Facebook, it should definitely be on your firm’s radar as a key channel.
Whatever channels you decide on, make sure to publish informative and consistent content. Write about issues relevant to your audience – think personal finance, money management and responding to current events. Create an editorial calendar and use the talents of your in-house staff to pitch in with regular posts.
Choosing a direct and targeted social media strategy will ensure you hit those KPIs and see a real return on your social media investment.
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