Chapter 6 is all about talking, but more importantly, if and when to talk to the groundswell. The authors provide some advice as to when brands should use social networks to talk with their customers to gain ROI (return on investment): (a) use the Social Technographics Profile to verify your customers are in social networks, (b) move forward if people love your brand, (c) see what’s out there already, and (d) create a presence that encourages interaction.
For accounting firms big and small, and the provincial governing bodies of designations (CA, CMA, and CGA), their current market is full of Critics. These organizations must also constantly be hiring and bringing in new blood to their organizations or face stagnation, and loss of human capital due to eventual retirement or post-designation exits; this new blood is mostly made up of Joiners, as they are soon-to-be post-secondary graduates (most designations require a 4-yr bachelor degree, or at least the equivalent experience and coursework), between the ages of 21-35, and have been around technology for most if not all of their life. Because of this classification, accounting organizations would do very well engaging with their market through social networks like Twitter and Facebook.
Now it is harder to determine how to act based upon whether people love the accounting industry’s brands because, no one really likes accountants (don’t lie, you were all thinking it). People find accountants a necessary evil, which is better than being an unnecessary evil.