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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 Social Media Strategies for Professionals and Their Firms The Guide to Establishing Credibility and Accelerating Relationships New media is rapidly becoming the best way for professionals to reach their audience. But firms?especially accounting firms?have proven to be hesitant about making this change in their marketing strategy. This accessible guide, written by a leading expert in the field, shows you how to present the true differen-tiator of your knowledge to audiences while simultaneously sharing glimpses of your firm's personality. How will prospective buyers understand the benefits of your knowledge or know that it is what they need? Traditional corporate marketing techniques?interruption and passive advertising?simply do not do you and your "knowledge offering" justice. The fastest and most effective way to build a practice today is through the Internet, with social media leading the charge. Social Media Strategies for Professionals and Their Firms helps your firm shift its thinking from generic corporate-speak broadcasting to a focused evidence of your credibility. Offering world-class guidance on achieving an entirely different result from your marketing efforts, this book reveals: Lessons learned by real firms embarking in social media What it takes to succeed with each medium Which of today's tools suits your firm's purpose and style best How to integrate the social Web into broad firm- or niche-level marketing plans Specific, quick-start "how to" information Detailed strategic ideas and guidance The basics of social media Social Media Strategies for Professionals and Their Firms provides several specific ways for you to have a more effective online presence, whether it's your entire marketing platform or simply a component of it. Filled with practical approaches and sound strategic advice, this invaluable tool opens a new world of opportunities for your firm?all yours for the taking. 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 ...
