vscpa power of social media 2012
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TRANSCRIPT
The Power of Social Media
May 22, 2012> Tina Lambert, CAE
> Vice President of Member & Public Relations | Virginia Society of
CPAs
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Why should I care aboutSOCIAL MEDIA?
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ROI = Return on Investment Return on Ideas
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• Overview of social media• Importance and advantages of
social media• Tips for getting started• Resources and tools for success
Some GOALS for this session…
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What the heck isSOCIAL MEDIA?
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SOCIAL MEDIA IS AN UMBRELLA TERM…
THAT INCLUDES WEB-BASED AND MOBILE TECHNOLOGIES USED TO TURN
COMMUNICATION INTO INTERACTIVE DIALOGUE BETWEEN ORGANIZATIONS,
COMMUNITIES AND INDIVIDUALS.
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It’s also a fancy way to
describe
PEOPLE having
CONVERSATIONS
online.
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• Blogs
• RSS
• Online Chat & Listserves
• Wikis
• Social Networks
The CONVERSATIONS are powered by…
• Podcasts & Videocasts
• Photo & Video Sharing Sites
• Virtual Worlds
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A shift in COMMUNICATION &
CONVERSATION
Traditional Model Social Media Model
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People are consuming
information differently…• 92 % use multiple platforms
each day to get news• Facebook is reaching one
BILLION users• Recent study shows
students using Twitter for educational purposes outperformed, with higher GPAs and 2x more engaged in the classroom
Source: Pew Research Center
Is SOCIAL MEDIA a fad?You decide!
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Reason #1SOCIAL NETWORKING SITES ARE THE MOST POPULAR SITES NEXT TO GOOGLE AND YAHOO — AHEAD OF PERSONAL EMAIL.
Nielsen, Global Faces & Networked Places
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Reason #2 SOCIAL MEDIA HAS BECOME A FUNDAMENTAL PART OF GLOBAL BUSINESS AND WILL CONTINUE TO ALTER THE CONSUMER EXPERIENCE.
John Burbank, CEO of Nielson Online
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Reason #3TIME SPENT ON SOCIAL NETWORKS IS EXPLODING — 3X FASTER THAN OVERALL INTERNET RATE.
Nielson, Global Faces & Network Places, 2009
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Reason #4MEET YOUR FUTURE EMPLOYEES, PARTNERS, CFOs, CEOs…
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• Cheaper
• Viral
• Interactive
• Visible
• Global
• Changes quickly
• Connects
• SEO/Mobile
Some Other ADVANTAGES…
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Let’s pretend…•You went to a really nice hotel•Have a not so nice experience•What do you do?
tweet
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How do I get on theSOCIAL MEDIA highway?
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• What is your goal?• Who will represent you/your company?• When will you find time to participate?• How will you measure success?
Before you dive in with both feet…
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A. ListenB. Participate
C. DriveD. Use
Caution
Gimme your password!
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• Prohibit social media while at work? Or on company equipment?
• Prohibit “friending” other employees?
• Prohibit posting about the company?
• Prohibit talking about coworkers?
• Prohibit use of intellectual property? (trademarks, video)
• Prohibit talking to the media?
• Prohibit talking in an indecent manner or about inflammatory topics?
NLRB Social Media Guidance
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E. Test Drive: Leading Social Media Tools
• Twitter• LinkedIn• Facebook• Private networks
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• Communicate short (140-character) bursts of information to the people that subscribe to your updates (tweets)
• Monitor trends, thought leadership, industry news, links to generate viral marketing
• Examples> @VSCPANews> @TinaLambert> @WendroffCPA
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• Professional, job lists, referrals, groups, networking, discussion boards,
• Links social networks• Elevates firm in search lists• Moderate interaction• Examples
> VSCPA > AICPA> CPA
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• More personal interactions• Groups, pages, updates
(customizable), • Links social networks• Large audience, activity• Robust privacy settings for mixing
professional• Examples
> VSCPA (and other state societies)> AICPA> Becker CPA Review
What’s your story?
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• Post things of interest
• Others can view, “pin” if they like
• Great place for engagement
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secure forum• Enhance engagement• Targeted audience• Robust settings for
communicating/sharing
• Examples> VSCPA > ASAE
Private Networks
Associations are all about Connections.
Connect by…
• Creating a personalized profile
• Connecting with colleagues
• Joining or creating special interest communities
• Sharing resources, including Word documents, PowerPoints, webinars, URLs and more
• Interacting with volunteer groups on a more personal level
• Opening select profile information, blogs and other info to the public
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What are some SOCIAL MEDIA resources?
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RESOURCES on social media
Blogswww.TypePad.com www.WordPress.com www.BlogLines.com
Microblogging/TrackingTwitter: www.Twitter.com TweetDeck: www.TweetDeck.com TwitterBerry: www.orangatame.com/products/twitterberry HootSuite: www.HootSuite.comTweetie: www.atebits.com/tweetie-iphoneHashtag: http://hashtag.orgGoogle Alerts: www.google.com/alerts
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RESOURCES on social media
Social networks
Facebook: www.Facebook.com
LinkedIn: www.LinkedIn.com
Plaxo: www.Plaxo.com
HubStreet: www.HubStreet.com (for CPAs and lawyers)
Multimedia sharing sites
YouTube: www.YouTube.com (videos)
Flickr: www.Flickr.com (photos)
Picasa: Picasa.Google.com (photos)
SlideShare: www.Slideshare.com (slidedecks)
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RESOURCES on social media
Podcasting
iTunes: www.apple.com/itunes
(for finding and listening to podcasts)
Audacity: audacity.sourceforge.net (for recording / editing podcasts)
Wikis
PB Wiki: www.PBWiki.com
WikiSpaces: www.WikiSpaces.com
Policies & Articles
Mashable: www.mashable.com
Governance: www.socialmediagovernance.com/policies.php
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RESOURCES from the AICPA
AICPA Marketing Toolkit•Marketing and communications resources•Print ads, client brochures, posters, marketing articles and guides, customer service and selling tips, client satisfaction surveys and tips for working with the media.
AICPA Social Media Toolkit•Sample strategic plans, policies and guidelines•Types of metrics•“How to” guides•Articles
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RESOURCES from the VSCPA
> RSS > Podcasts > Blog (CPACafe.com)> Microblog (Twitter.com/VSCPANews)> Photo sharing (Flickr.com)> Video, Videocasts (YouTube)> Social networking (LinkedIn, Facebook)> Private network (VSCPA Connect)> Visit www.vscpa.com/SocialMedia
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CONNECT with me
Tina Lambert, CAEVSCPA Vice President, Member & Public Relations• Phone: (804) 612-9416• E-mail: [email protected]• Web: www.vscpa.com• LinkedIn: www.linkedin.com/in/tinalambert
www.linkedin.com / search for “Virginia Society of CPAs”
• Facebook: www.facebook.com/TinaLambert1www.facebook.com / search for “Virginia Society of CPAs”
• Twitter: www.twitter.com/TinaLambertwww.twitter.com/VSCPANews
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THANK YOU very much!