Determining whether social media has been beneficial to a business is a difficult item to prove and calculate. It is not quite so easy as asking someone how to calculate earnings per share (EPS); there are differing variables, outcomes and expectations for social media ROI, and these must be known before you can see if objectives have been met.
Energizing a business’ customers is tough. Finding customers that are energized or self-energized can be likened to a Christmas miracle. Finding balanced accountants who are energized about being accountants regardless of their specific designation, and who are honest about their profession’s benefits and downfalls is a little more of a possibility. A problem that I have found as a potential customer of the accounting profession (*puts on her Critic hat again*) is that those members who are honest and truthful about the profession, are not listened to by the profession; the people they “feature” are those who are only say the positive things about the profession (and in some cases to the right ears).
Check out the ICAA‘s CApitalize information magazine. Of the articles I have been able to read through, all of the members only speak to the positive of being a CA, of how great the ICAA is, what types of benefits a person will attain by being a CA, etc. I am not saying that these are not good things, and I am sure that there was some pre-publishing editing that was done, but a little more transparency and honesty are needed in my opinion.
Ok maybe the title is a bit misleading, but it made you click though huh? It is also misleading because it is impossible to disclose a full qualified or unqualified report in just 140 characters. I guess you could say “everything’s a-ok #cleanstatements” or “you have a going concern #weareconcernedaboutbeingpaid“, but that does not allow for the sheer amount of information that needs to be shared in such an audit report.
Twitter is a very interesting social network platform that I am both an avid-user of and heavy supporter of. It allows users to quickly post their thoughts and opinions, and share information in a quick format in line with today’s fast paced, instant gratification needing society.
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.