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Informationen zum Autor MICHELLE GOLDEN is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them. Klappentext Expert advice on growing your professional service firm or individual practice through social media Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach. Explores why the fastest and most leveragable way to expand relationships today is through the Internet Provides step-by-step approaches to successful professional blogging Discusses high-level strategies for effectively using Twitter, LinkedIn, Facebook, and bookmarking sites Includes pitfalls and success stories featuring notable social media trailblazers Timely and practical, this book shows you why new media is rapidly becoming the core way for professionals to reach their audiences. Whether your firm provides legal, accounting, financial planning, architecture, consultancy, or other services, Social Media Strategies for Professionals and Their Firms will show you ways to better reach and communicate with your customers. Zusammenfassung * This book provides step-by-step approaches to successful professional blogging. Inhaltsverzeichnis Foreword ix Introduction xi How to Use this Book xv Acknowledgments xvii Part I What 1 What Firms Need to Know about Social Media 1 Chapter 1 Defining and Understanding "Social Media" 3 Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27 Chapter 3 Comparing Today's Most Popular Social Media 51 Part II Why 61 The "Why" behind Using Social Media 61 Chapter 4 Finding Business Purpose in Social Media 63 Chapter 5 Strategy Begins with "Who" 81 Chapter 6 Integrated Marketing Tactics 93 Chapter 7 Case Studies and Examples 117 Part III How 157 How to Set up and Use the Tools 157 Chapter 8 LinkedIn 159 Chapter 9 Twitter 185 Chapter 10 Facebook 207 Chapter 11 Self-Publishing with Blogs 229 Part IV Tips 263 Tips to Being Effective Online 263 Chapter 12 Writing for the Web 265 Chapter 13 Social Media Etiquette 287 Chapter 14 Best Practices 295 Notes 317 Glossary 325 About the Author 335 Index 339 ...
List of contents
Foreword.
Introduction.
How to Use this Book.
Acknowledgments.
PART I WHAT.
What Firms Need to Know about Social Media.
CHAPTER 1 Defi ning and Understanding "Social Media".
CHAPTER 2 Social Media Policies and Guidelines: Rules of Engagement.
CHAPTER 3 Comparing Today's Most Popular Social Media.
PART II WHY.
The "Why" behind Using Social Media.
CHAPTER 4 Finding Business Purpose in Social Media.
CHAPTER 5 Strategy Begins with "Who".
CHAPTER 6 Integrated Marketing Tactics.
CHAPTER 7 Case Studies and Examples.
PART III HOW.
How to Set up and Use the Tools.
CHAPTER 8 LinkedIn.
CHAPTER 9 Twitter.
CHAPTER 10 Facebook.
CHAPTER 11 Self-Publishing with Blogs.
PART IV TIPS.
Tips to Being Effective Online.
CHAPTER 12 Writing for the Web.
CHAPTER 13 Social Media Etiquette.
CHAPTER 14 Best Practices.
Notes.
Glossary.
About the Author.
Index.
