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NAEA Members 1 Social Media 101 SOCIAL MEDIA 101: AN INTRODUCTION FOR NAEA MEMBERS Slide 2 What is Social Media? Social media is the use of web-based technologies to turn communication into interactive dialogue between network groups, consumers and businesses in a public forum Similar to a web board, social media allows Internet users to comment and participate with other users publicly on the Web to start a conversation on related topics Slide 3 Why Use Social Media? Stay up-to-date on industry and association news Boost your marketing efforts without breaking your budget Brand your practice in your local area Increase client communication and referrals in a public forum for others to see An opportunity to introduce yourself to new clients An opportunity to establish yourself as an industry expert amongst your clients and colleagues Provide proactive customer service Slide 4 Is Social Media Just a Fad? Social media is no longer marketings new thing its simply part of the way marketing is done today Think you can sit the social networking craze out? Consider the following statistics Slide 5 Social Media Statistics 98% of online 18-to-24 year-olds already use social media each month according to a Experian Simmons report -- an important statistic if EAs are hoping to reach a younger audience The greatest growth sector is among older Americans. Today, nearly 3-in-4 online seniors use social media in a typical month as do 82% of those ages 55-to-64 As of 2011, Facebook has more than 500 million active users and 30% of the entire Facebook user base is aged 35+ (Facebook) Slide 6 Social Media Strategy: Determining Your Objectives Who are you trying to reach? What are your goals/objectives for each social networking platform? What are some goals/objectives you would like to achieve with your social media program? Slide 7 Social Media Strategy PlanListenJoinEngageNetworkManage Slide 8 Picking Your Platform: Where You Should Be Slide 9 Facebook: What is It? Facebook is a social network where users can create profiles with photos, lists of personal interests and contact information Users can communicate with friends and other users through private or public messages and a chat feature They can also create and join interest groups and business pages" (formerly called "fan pages), which are maintained by organizations and businesses as a means of promotion Slide 10 Personal Facebook Profile Allows individuals to create a personal profile, add other users as friends, and exchange messages, pictures and other information including automatic notifications when they update their profile Before creating an official page for your business, a personal account needs to be created Slide 11 Getting Started on Facebook Slide 12 Getting Started on Facebook To create a personal Facebook profile, go to and review the sign up process Once an account is created: Set up your profile, add photos, and like pages that interest you Slide 13 Getting Started on Facebook Once your profile is set up: Understand Facebook privacy and set up Facebook privacy settings (read more on Facebook privacy settings here: Facebooks privacy default allows the public to see your posts, likes, pictures, etc. Understand that it is important to maintain a professional image on Facebook and be aware of who might be looking at your profile Find and add friends Post status updates, comment and participate in the online conversations taking place Slide 14 Facebook Terminology Profile: Your personal page. It contains your photos and videos, a list of your friends, your recent activities, and anything else you choose to include on it. Wall: A featured section inside every Facebook profile and business page that allows people to post public messages to you. News Feed: A continuous stream of updates about your friends activities on Facebook. It appears on your Home Page. Slide 15 Facebook Terminology Status: A feature that allows users to inform their friends of their current whereabouts, actions, or thoughts. Like: A feature that appears as a link next to something you see on Facebook that allows users to let others know they appreciate that something, whether it be a video, a comment or something else. Slide 16 Facebook Business Page Allows business owners and organizations to create a similar profile page for their business that allows networking with customers/clients while giving more privacy and an opportunity to brand their company separately from their personal Facebook profile Facebooks Help Page on how to use Facebook Business Pages Facebooks Help Page on how to use Facebook Business Pages Link to create your Business Page Slide 17 Facebook Business Page Become familiar with Facebook Business Pages by liking NAEAs official Facebook Page Click the like button to follow NAEAs Facebook updates Slide 18 Facebook Business Pages Once familiar with what a Business Page is, members can create a page to promote their own practice Facebooks Help Page on how to use Facebook Business Pages Sign into your personal Facebook account, and go to www.facebook/com/pages/create.php www.facebook/com/pages/create.php Slide 19 Creating a Facebook Business Page Slide 20 Creating a Facebook Business Page Slide 21 Creating a Facebook Business Page Once a page is created, set up your business page as you would your personal profile, but substitute your business information instead Add your company logo as your profile picture, location, hours, business information, background, company photos Begin to add content and share your page with clients and others you want to connect with Slide 22 Facebook Business Page Profile Picture Post a Status Update Wall Slide 23 Facebook Business Page Wall Like a comment to show recognition or appreciation Share links and information relevant to your audience Slide 24 Facebook Business Info Page Slide 25 Facebook Business Photos Page Slide 26 Why Use a Facebook Business Page? Allows you to create a flexible business outpost on Facebook Connect and be in touch with your clients and potential clients on a more personal level Allows those connected to you to suggest your page to their friends a great networking tool Allows visitors to see what others are saying about your company and services Slide 27 Things You Need to Create Your Facebook Business Page 27 A personal Facebook account (profile) A Facebook objective/goal who is your audience and what do you want to achieve? Content A schedule, time and consistency Slide 28 Twitter Twitter is an online service that allows anyone to say anything to anybody in 140 characters or less These messages, or Tweets, are public and available to anyone interested in them Twitter users subscribe to your messages by following your account. Followers receive every one of your messages in their timeline, a feed of all the accounts they have subscribed to It is a great network for what is called real-time internet, the conversation that is going on at this very moment Slide 29 Why Use Twitter: Possible Objectives As a business, you can use Twitter to quickly share information, gather market intelligence and insights, and build relationships with people who care about your practice. Some possible objectives: o Stay connected with up to the second updates and network with others in the tax industry o Keep your clients and potential clients up to date with the most current information thats relevant to them o Instant access to whats being said, this minute, about your company and services o Extend the reach of your thought leadership; blog posts and other content Slide 30 Creating Your Twitter Account Slide 31 How to Use Twitter 31 Once you create an account, youll be given a home page, profile page, and Twitter handle (username) i.e. NAEAs handle is @tax_experts or From these pages you can find other Twitter streams to follow, post your own messages, and watch the public stream of comments flow by Slide 32 Twitter Terminology 32 Tweet: When you post or write your 140 characters on Twitter and hit send, its called a tweet or tweeting Handle: Your Twitter name and part of your Twitter URL. i.e. @tax_experts Follow: The act of adding someone to your list of people you are following this makes their tweets show up on your homepage Slide 33 Twitter Terminology 33 Replies: This is what it is called when someone writes a tweet directly at your handle, i.e., @tax_experts Thank you for posting the updated PTIN information! Retweet: This is a tactic of republishing someone elses tweet the original tweet along with the author stays intact, but you are basically showing someones tweet to your followers- many people find this a great way to add content and acknowledge good stuff from folks they follow Slide 34 Twitter Terminology 34 DM (Direct Message): This is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages Hashtag: This is a way people categorize tweets so that others might use the same tag and effectively create a way for people to view related tweets it will look something like #tax in many of your cases Slide 35 How to Use Twitter 35 Use as a lead generation tool. Find people in your area who are tweeting about tax and reach out to As with all of your other social media platforms, make sure to identify at least one objective from the Why Use Twitter slide, identify your audience, and focus your efforts on learning how to use the tool to that end Slide 36 Who Should You Follow? 36 To make Twitter useful, you need to follow others and begin to have others follow you While you can upload your current contacts (a good place to start) and search for people you know on Twitter, there are sites to help locate people with common interests: Twellow is like a Twitter phone directory that sorts people by industry Tweepsearch focuses on searching Twitter bios and profiles to help you locate Tweeters who are interesting to follow Slide 37 What Should You Say on Twitter? Whatever your answer, it needs to be 140 characters or less make sure whatever you say, youre targeting your audience and reaching your objective that you establish in your social media marketing strategy If youre trying to reach new clients or keep your current clients informed, keep them updated with information that is helpful and relevant to them Slide 38 @Tax_Experts: An Example Handle or Username Tweet Slide 39 @Tax_Experts: An Example Retweet Hashtag Slide 40 Building Your Twitter What is Twitter? Twitter Glossary Best Practices Case Studies Resources Slide 41 LinkedIn LinkedIn is the largest online network specifically created for business professionals, used by many as a digital resume It has much more of business participation and is great place to network with other business professionals Slide 42 LinkedIn As is the case with any social network, its important to take time and get to know the culture and accepted norms lurk a little bit! Use the time to build your profile and your network of current friends so you can see firsthand examples of how people connect and reach out on your chosen network From there you can begin to contribute and seek out connections Slide 43 Why Use LinkedIn? Find clients, help, and deals. For the tax industry, LinkedIn is a great place to locate prospects and network with partners Build up buzz. Once youve established a following within LinkedIn you can begin to promote specific happenings around your tax practice Visualize connections. Your profile lets visitors know exactly how theyre connected to you, which builds a degree of trust between the visitor and yourself Slide 44 Why Use LinkedIn? Give feedback and research. Use LinkedIn as a resource for research and feedback. Simply putting questions out to your group is a great way to get a feel for areas where you want input. Receive and give recommendations. LinkedIn allows you to request, receive (and give) recommendations from your colleagues and clients your connections will be able to see first hand what your business contacts have to say about you and your services! Slide 45 LinkedIn Resources 45 LinkedIn Learning Center New User Starter Guide Step-by-step guide to building your LinkedIn Profile LinkedIn for Small Businesses Starter Guide Slide 46 Social Searching A social search engine is one that lists small businesses and allows people to rate and review them An online directory with answers, recommendations and user experiences Social search sites ask members and visitors to rate their experience, good or bad, with a business and post for others to view Slide 47 Social Searching No cost involved and benefits outweigh the little bit of work you may put in to start building your online reputation Smart small businesses are starting to encourage online reviews merely point out to your happy clients that they might want to share their positive experience! Slide 48 Social Searching Other businesses are printing and using their online reviews offline or in other marketing material Coupons and offers are a great way to get noticed, too! Slide 49 Social Search Engines (A social search engine specifically created for accounting and tax professionals) Craigs List Judys Book Insider Pages Slide 50 Tips for Content Creation 50 On Facebook, list your services and include a link to your website On Facebook or LinkedIn, encourage your clients to post their testimonials or recommendations Post articles from local publications you contribute to Ask and answer questions Hold contests and offer discounts to your fans to encourage engagement Slide 51 Tips for Content Creation Post articles that detail the benefits of using an EA or other industry related articles Post links and information that benefit your clients, i.e., tax tips, deductions they may not know about, etc. Sync your social networks link to your Facebook and Twitter on your blog, and link to your blog posts on Facebook and Twitter Slide 52 Tips for Content Creation 52 Repost and retweet other peoples great content to your followers and subscribers as it builds your overall reputation for good content sharing Talk about who you are, what youre working on or educational sessions youll be attending shows your professionalism and how youre working on improving...