Report: Social media in accountancy9th July 2012
‘Social Media in Accountancy’, an evaluation of the top 60 (by fee income) firms, conducted by Flagship Consulting, has identified those organisations with the strongest presence across social media channels.
The study used our own algorithm to evaluate performance via a mixture of online tools such as Klout, Peer Index and Marketing Grader. Human analysis was also used to provide an in-depth look into the social media activities of the top 10 organisations.
On the whole, professional services firms, which include the accountancy industry, still struggle to run social media programmes that develop and maintain conversations with and amongst their target audiences. There is a tendency for firms simply to broadcast brand activity, which offers little value to audiences on social channels.
There is no doubt that using an informal approach and responding to everyday issues works very well. Accountancy firms are communicating to people first and foremost and need to engage them on a personal level. Using consumer techniques and a personality driven approach makes organisations much more relevant to their online audiences and will generate a greater return.
B2B firms need to learn that there are valuable conversations taking place outside LindkedIn and find new ways to work that encourage a ‘people to people’ style of interaction with customers and prospects. This poses a problem for those companies, particularly in industries such as finance, law and accountancy, that are faced with changing their internal practices and fundamental ethos of working if they wish to use social channels to aid growth and manage their brand.