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Accounting Marketing Study

     -     Dec 9th, 2010   -     Accounting Marketing, Social Media Marketing   -     2 Comments

A new study released by the Association of Accounting Marketing finds that 60% of the accounting firms surveyed are actively marketing their firm and professionals on social media. The survey was sent to 754 marketing professionals in accounting firms of all sizes across the United States.

The key findings include:

  • 42% of respondents have a formal written social media policy;
  • 55.4% indicates their firm does have a Facebook page;
  • For those with a Facebook page 74% use it for recruiting, 54% for client communications and 39.2% use it for alumni communications;
  • 67% of respondents indicated their Firm does have a blog;
  • For those with a blog 81.7% use it for client communications, 78.3% use it for new business and 70% use it for public relations;
  • 76.5% of respondents indicated their Firm has a Linked In account;
  • For those with a LinkedIn account 71.6% use it for public relations, 70.1% new business and 56.7% client communications;
  • Interestingly enough 50% of respondents indicated that although Linked In has been useful it is has not achieved the expected ROI;
  • 59.6% of respondents indicate their Firm has a Twitter account;
  • For those with a Twitter account 83% use it for public relations, 62% for client communications and 55% for new business;
  • Only 24% indicated Twitter has achieved an acceptable level of ROI.

What do these results indicate?

First it is obvious that most accounting firms are ways to leverage the digital medium to connect with customers, enhance their firm image and identify new business. It appears that most firms are active within the three main social media tools but are seemingly using all three tools for the same purposes. Unfortunately the study did not provide a great deal of insight into whether one tools was more effective for new business development than another. Perhaps we will have to wait for another study to uncover those details.

The entire results of the survey can be found by clicking here.


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