Expert advice on growing your professional service firm or individual practice through social media Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach. * Explores why the fastest and most leveragable way to expand relationships today is through the Internet * Provides step-by-step approaches to successful professional blogging * Discusses high-level strategies for effectively using Twitter, LinkedIn, Facebook, and bookmarking sites * Includes pitfalls and success stories featuring notable social media trailblazers Timely and practical, this book shows you why new media is rapidly becoming the core way for professionals to reach their audiences.
Whether your firm provides legal, accounting, financial planning, architecture, consultancy, or other services, Social Media Strategies for Professionals and Their Firms will show you ways to better reach and communicate with your customers.
Michelle Golden is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.
Foreword. Introduction. How to Use this Book. Acknowledgments. PART I WHAT. What Firms Need to Know about Social Media. CHAPTER 1 Defi ning and Understanding Social Media . CHAPTER 2 Social Media Policies and Guidelines: Rules of Engagement. CHAPTER 3 Comparing Today s Most Popular Social Media. PART II WHY. The Why behind Using Social Media. CHAPTER 4 Finding Business Purpose in Social Media. CHAPTER 5 Strategy Begins with Who . CHAPTER 6 Integrated Marketing Tactics. CHAPTER 7 Case Studies and Examples. PART III HOW. How to Set up and Use the Tools. CHAPTER 8 LinkedIn. CHAPTER 9 Twitter. CHAPTER 10 Facebook. CHAPTER 11 Self-Publishing with Blogs. PART IV TIPS. Tips to Being Effective Online. CHAPTER 12 Writing for the Web. CHAPTER 13 Social Media Etiquette. CHAPTER 14 Best Practices. Notes. Glossary. About the Author. Index.