Being active on social media is a good way for Oklahoma City CPAs to stay plugged in to the local business scene and with clients. By trying to be everywhere on the social streams, you will likely do yourself a disservice. Effective social media account management is about four key things:
- Prioritize your channels
- Listen to your target market
- Quality over quantity
- Educate, don’t oversell
You can spend a great deal of time and effort trying to catch up to your competitors with messaging on sites like Facebook, Twitter, LinkedIn and Google Streams.
Prioritizing Your Time
Microblogging is a good way to insert yourself into the local conversation, but you need to balance your efforts with long form content. Your blog should be your top priority for maximizing your social media influence. A single quality, informative blog post of a decent length can be referenced and excerpted across different social platforms.
Maybe you have a tax tip on claiming expenses. You can share that on LinkedIn, Twitter or anyplace else you find your target audience is hanging out. Look up a handful of your existing clients and find out who they are following. As the saying goes, birds of a feather, flock together, so you can often build out your target market from a core of your existing clients.
Listen as Much As You Speak, If Not More
Find some social listening tools can help find out when people are mentioning your business, your team, or your area of expertise. Google Alerts is a great example of this. You can search on demand or get messages delivered directly to your inbox.
If someone in your audience posts something on a topic where you can respond favorably, chime in on the conversation. Just don’t dive into a discussion with a sales pitch. You’ll come across as aggressive and lose credibility.
You can listen to your competitors, your clients, and CPA thought leaders. If you feel you aren’t getting heard on channels like LinkedIn, write a blog there and you might be surprised by the response.
Quality Trumps Quantity on Social Media
Educate and offer substance with your postings. Your readers should feel like they’re learning from you and look towards you as a trusted advisor. If you feel the need to write on an emotionally charged topic, sleep on it or get another person’s opinion before posting. By waiting, you have a chance to save a possible hit to your reputation.
Build Authority by Educating Your Audience
As your audience builds, your followers will start to expect information they can use to solidify their financial situation. By posting content of your own which you create and share, you gain credibility. Don’t think of it as giving away free advice. Consider it an investment in securing new business.
You don’t need to be all things to all people on social media. Select channels which give you the best return on your time investment. Social media may be free to be a member, but the time you spent there needs to be well spent. Your time is valuable.
What has your experience been like with social media account management? Do you feel like you are connecting with your clients and prospects? Tell us about it in the Comments section below.
And to follow up on the tips introduced in this article, be sure to download your free Information Technology Guide for Oklahoma City CPAs.