When it comes to social networking, there’s frequently a disconnect between accounting practices and a practical understanding of the significance of the opportunities new web-based networking websites can present. There are many such instruments available. Facebook, Twitter, Ping.fm, Multiply, Google, Tumblr… and accounting professionals who are serious about the future have to familiarize themselves with all of them. Arguably the most notable of these instruments, from a business networking perspective, is a website called LinkedIn.
LinkedIn is like Facebook in several ways in that it uses profiles, status updates, and groups, but it has less on your "social" and more of your "professional" life. Instead of your connections sharing pictures of their cat, the focus is on employment, networking, references, and virtually anything else you’ll need in the business world.
This information is reflected in your profile rather than your favorite bands and movies. Your LinkedIn profile shows your current employers, descriptions of your experience, recommendations from your clients and co-workers, and a personal summary where you can highlight your specialties. You can also include your website, Twitter, and even any instant-messaging handles you may have at the bottom.
Once you have all this filled in (LinkedIn will give you a percentage-to-completion box on the right side, indicating how ready you are to get out and start networking), you’re free to start connecting with contacts, requesting recommendations, and joining groups. One of the nice things about LinkedIn is that it’s like a dynamic resume—constantly updating and showing up-to-date progress, while providing an ever-changing face for potential clients.
But where LinkedIn provides many opportunities to its users, it isn’t going to do the work for you.
The key, says Barry Macquarrie, "is participation". Macquarrie, who is director of technology at the KAF Financial Group, recently posted a blog on CPA2Biz outlining seven essential LinkedIn activities. His first four activities are fairly straightforward. They basically cover the process of setting up a complete profile, keeping your status updated, and connecting with your clients and employers. The last three steps are more involved. Once your profile is established you need to join groups, share links, and start following other companies and competitors.
He also suggests that CPAs should join certain groups. Specifically he suggests creating/joining a group for your own firm as well as those of your competitors. He also recommends his own group, SocialCPAs, AICPA, your state’s CPA society, and the International CPA Association.
You already grasp the importance of social networking. Don’t let the advantages offered by online networking sites slip past. Exploit social networking sites, and LinkedIn is the appropriate place to begin. The possibilities are endless, and it’s not an opportunity to be missed!
About the Author
Brian O’Connell is the President and founder of CPA Site Solutions, one of the country’s largest website design companies oriented exclusively to accounting website design . His firm currently provides websites for more than 4000 CPA, accounting, and tax preparation firms.
Rapidly changing technology will never change one fundamental truth about acquiring new clients for your accounting firm… Your best new clients will always be referrals garnered through good, old fashioned network marketing.
So why do I need a website for network marketing?
A website for accounting firms is a great way to increase your firms networking power! The net is a great place to get a buzz going about your practice, and your website is your home base for that effort. One word of warning, though… If you want to create a buzz about your website you’re going to need to do most of talking yourself. In order to do that right, you’re going to need to get to know your website.
Get in the habit of telling people about your Internet presence. The most important website promotion is word-of-mouth, and you’ll have a lot more people talking about your site if you do your part.
Make people aware of all the services that you provide on the site. Don’t forget to tell all your clients about your new site and ask them to refer it to their friends. This is especially important when you are dealing with new clients.
When networking… focus your message on the person you are speaking with. For example, suppose you have one of my websites for accountants and you are using it to network. If you’re talking to new parents, tell them about your College Savings articles. If you’re talking to a business owner, direct them to your Business Strategies section of your financial guides.
Of course in order to do this, you’ll need to continue to do the hard work of networking:
you have now succeeded in developing a positive relationship with your prospect. Even if that prospect already has an accountant he or she is happy with, no relationship lasts forever. In a few years when their accountant gets a job in the corporate sector, or retires, or gets married, or moves, or whatever, you’ll be right at the top of their list!
Get used to giving out your Web and email addresses at the same time as your phone and fax numbers, and get to know your site so when you’re networking you can focus your message to your prospect.
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