Should Accountants Use Social Networking As A Marketing Tool?

Social networking has become very popular

Social networking has become very popular. Recent estimates suggest that 800 million people use Facebook regularly. That represents a lot of exposure to a single site. There is a strong trend currently to expose businesses on social networking sites. An accounting firm is a perfect choice to utilize a social network for advertisement purposes.

A general definition of social networking is a collection of nodes which are interconnected by a common thread. The thread can be friendship, financial relationship, prestige, family, or any identifiable common interest. Within the primary network, secondary lines of interconnection become established. In the case of an accounting firm, trust, honesty, professionalism, reliability and reputation would be examples of the desired projected secondary links that would be established within the network grouping.

The psychology of sameness suggests that identifying with a group is a basic drive in individuals. This is a motivating factor in the success currently enjoyed by social networks. In terms of business, specifically accounting, the ability to identify with a group publically trusting the service, stating satisfaction with company accessibility, and engage in a growing commonality via the business site, supports the engagement of the firm and the site. It is advanced, technologic word of mouth advertising.

The top five social networks in use today are:

Facebook

Twitter

Linkedin

MySpace

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A subconscious effect of utilizing social networking for an accountant is the development of a group dynamic. It is the synergistic growth of awareness and commonality on an emotional level that directly affects the professional image and desirability. It allows the consumer to feel part of the company as opposed to feeling externalized by lack of knowledge, accountant history or competence. Social networking allows for participation and 24 hour constant availability of the information to the public. Means the accountant can achieve this feeling of belonging with current and potential clients include:

Frequent update postings in staff, market, and law.

Periodic education to engage client participation.

Ongoing client testimonials.

Personalization of the company.

Another concept in social network theory discusses small world phenomena and the 6 degrees of separation connecting the world. The larger reach associated with this form of an accountants exposure far exceeds any other. Specifically in an enterprise dependant on the public perception of honesty, social networking provides documented transparency and availability. Using social networking as a marketing tool brings the accountant to the people.

by: Henry Collins

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