From the Inside Flap
New media is rapidly becoming the best way for professionals to reach their audience. But firmsespecially accounting firmshave 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 techniquesinterruption and passive advertisingsimply 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 firmall yours for the taking.
From the Back Cover
Praise for Social Media Strategies for Professionals and Their Firms "Golden provides a terrific guide to the world of social media, providing concrete specifics and market–tested advice." David Maister, author of True Professionalism and coauthor ofThe Trusted Advisor "Many professionals think social media is only for marketing consumer products. Nonsense. When marketing an intangible idea, tools like blogs and Twitter are essential for success. I′ve been following Michelle Golden for years. This book, a collection of her best ideas, is a gift that will help you grow your business in today′s always–on world." David Meerman Scott, bestselling author of The New Rules of Marketing and PR "I wish there was a book like this when I started in social media. When your product is your knowledge and you actively share bits of itand your point of viewonline, people who engage in this material want to learn more, eagerly share it, and ultimately hire you. Fifteen years ago, this kind of ′content marketing′ wouldn′t be possible. Michelle shows you exactly how to craft your unique message, use the tools, and integrate social media with your current marketing." Joe Pulizzi, coauthor of Get Content Get Customers and founder, Content Marketing Institute "You don′t need social media ′gurus′ today as much as you need social media navigators. Michelle Golden′s book provides turn–by–turn GPS navigation for creating and maintaining your social media presence. Chock–full of practical instructions, experienced big–picture perspectives, and wise and welcome common sense, this book is the companion you want at your side as you sail the rapidly changing seas of social media." Dennis Kennedy, lawyer, ABA Journal technology columnist, and bloggingpioneer, www.denniskennedy.com/blog "Today′s professionals constantly hear that they ′have to be′ part of the bewildering and always–changing social media landscape, but rarely does anyone tell them how or why. Michelle′s book answers these two critical questions. This comprehensive, one–stop resource clears away the clutter and gives readers practical, principled, reliable guidance towards a mastery of social media and the benefits it can provide." Jordan Furlong, Partner, Edge International and Publisher, law21.ca "A firm without this social media toolkit is like a motorist without a spare or AAA." Bill Carlino, Editor in Chief, Accounting Today
About the Author
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.