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,
Linked In, 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.
Table des matières
Foreword ix
Introduction xi
How to Use this Book xv
Acknowledgments xvii
Part I What 1
What Firms Need to Know about Social Media 1
Chapter 1 Defining and Understanding ‘Social Media’ 3
Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27
Chapter 3 Comparing Today’s Most Popular Social Media 51
Part II Why 61
The ‘Why’ behind Using Social Media 61
Chapter 4 Finding Business Purpose in Social Media 63
Chapter 5 Strategy Begins with ‘Who’ 81
Chapter 6 Integrated Marketing Tactics 93
Chapter 7 Case Studies and Examples 117
Part III How 157
How to Set up and Use the Tools 157
Chapter 8 Linked In 159
Chapter 9 Twitter 185
Chapter 10 Facebook 207
Chapter 11 Self-Publishing with Blogs 229
Part IV Tips 263
Tips to Being Effective Online 263
Chapter 12 Writing for the Web 265
Chapter 13 Social Media Etiquette 287
Chapter 14 Best Practices 295
Notes 317
Glossary 325
About the Author 335
Index 339
A propos de l’auteur
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.
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