Social Networking for Accountants (part one)
This is the inevitable follow up to my recent posts: Twitter is not for accountants, If you’re not on Facebook you need to be on LinkedIn and Blogging myths for accountants.
I am probably one of the most active UK accountants on what are commonly referred to as ‘social networks’. I prefer the term ‘online communities’. Some have more of a social than business focus. Others are evidently only for business related networking. And some of these miss the fact that professional services (such as accountancy services and tax advice) are provided by INDIVIDUALS, not by businesses. And People buy People. The brand message, especially of the bigger firms, MAY provide a degree of comfort and reassurance but in the main the ‘sale’, the engagement and the services will be attributed to individual advisers. RELATIONSHIPS are not built up overnight – whether in a business or a social context.
That’s one of the reasons why I am so excited by the developments in online communities. It’s also one of the reasons why I started my own in 2007 (The Tax Advice Network) although it’s not as sophisticated as the more mainstream communities. That’s deliberate as I’d like to think that I know and understand my main target audience (accountants in practice in the UK). I speak to thousands of them at conferences and seminars around the UK each year. I don’t sense very much real interest (yet) in online networking and online communities. When it happens I’ll be ready for it – or maybe I will inspire it?!
For the moment there are a few sites that facilitate and encourage accountants to post blogs (but see my expose of Blogging myths for accountants), to comment on current news threads and to ask and answer technical questions.
I’ll write about these in a subsequent blog. I’ll also discuss and highlight some of the non-accountant specific business and social online networks and how accountants could benefit from becoming more involved with these – and how to do so without wasting loads of time. But there’s no rush. None will become mainstream for accountants in practice in the UK in 2009 (for much the same reason as to why Twitter is not for accountants.
What else would you suggest that I address on this subject?
5 Responses to “Social Networking for Accountants (part one)”
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As accountants can be B2B and B2C, often both for the same client, I would like to read posts addressing how to network for these two areas.
I would also like to read posts from the client or potential client’s perspective. I am very active in online communities and I wouldn’t give (or send) business to most accountants I know from online because there is little work done by them in relationship building and engagement. Two exceptions – Mark Lee, who doesn’t practice any longer, and Mark Saunders of Wilder Coe who does.
Mark Saunders is a top drawer example of exactly how to network as a ‘real person’ who happens to provide accounting services. I would like to read a post telling other accountants how they too can get a brand ambassador for them.
In my experience it has been far from easy to educate professionals on the merits of social networking and the incredible power of social media marketing.
However, I’m sure there will be a tipping point when a significant number of their customers go straight to Myspace, Facebook and You Tube to find the goods and services they require.
As Mark says, when that day comes people like us will be here waiting.
In a sense, we should be grateful that much of the profession subscribes to this view. That leaves the rest of well placed to maximise the opportunities provided by Twitter and the like. That’s how I first heard about KPMG scaling down their workforce and offering staff in London a 4 day work week!
Ahaan… I will follow.
I use Twitter as a tool and am set up on Linked In. Not quite going to facebook yet. I want to keep business and personal as separate as possible.
I have found Twitter great as a way to get introductions and have made a few enquiries based on it. I also use forums such as 4 networking and have found this generates very good leads.