1. Establishing a Social Media Presence
Action Plan
Specifications and/or
Action Timing Owner Completed Additional Guidance
I. Create Your Plan
1 Get acquainted with the different social media outlets Where Traditional Marketing and New Media Intersect (article written for PCPS firms by
Social Media Basics (PCPS Guidance from Golden Practices, Inc.)
Understand how social media can be used for marketing and practice
2 Making Social Media Work for You (Journal of Accountancy video - Tom Hood, CPA, C
growth
CPAs Embrace Twitter (Journal of Accountancy Article – June 2009)
Determine your focus, establish goals, and define objectives; Consider Social Media Tools Comparison (PCPS Tool developed by Golden Practices, Inc.)
a firm blog and which social media outlets are best suited for you and
3
your team members; Determine how much time and money you are
willing to commit Where Traditional Marketing and New Media Intersect (article written for PCPS firms by
Align the determined goals and objectives with the firms strategic plan
and develop a written social media plan (as a stand alone plan or within Social Media Basics (PCPS Guidance from Golden Practices, Inc.)
the firm's marketing plan)
4
Determine how you will measure results and continuously track
progress. Determine what is considered successful. Use Leveraging Social Media to Build Your Business (The CPA Technology Advisor Article
specific numbers
5 Establish social media guidelines and policies/procedures within the firm Sample Social Media Policy and Guidelines (PCPS Tool developed by Golden Practice
Consider setting up a company blog and developing podcasts and/or
6 Social Media Basics (PCPS Guidance from Golden Practices, Inc.)
video (e.g. YouTube) to stay in front of your clients and prospects
Social Media Tools Comparison (PCPS Tool developed by Golden Practices, Inc.)
Develop a list or calendar of tasks to achieve the objectives. Each task
7 New Blog Process Chart (PCPS Tool developed by Golden Practices, Inc.)
should specify timing and an accountable owner.
LinkedIn Plan Chart(PCPS Tool developed by Golden Practices, Inc.)
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2. Establishing a Social Media Presence
Action Plan
Specifications and/or
Action Timing Owner Completed Additional Guidance
II. Get Started and Follow Your Plan
Guide to LinkedIn Set-up and Use (Deep Dive PCPS Guidance developed by Golden P
Join social media networking websites (as determined above in the
planning process) and get comfortable with navigating the network
8 Guide to Twitter Set-up and Use (Deep Dive PCPS Guidance developed by Golden Pra
account. Include links back to your company blog, if you elect to start
one
Guide to Facebook Set-up and Use (Deep Dive PCPS Guidance developed by Golden
Locate blog writer(s) within the firm, if the firm decides to pursue a blog
9 Is Blogging Right For You? Flowchart (PCPS Tool developed by Golden Practices, Inc.
site
10 Establish a firm blog site Guide to Blogging Set-up and Use (Deep Dive PCPS Guidance developed by Golden P
Start posting daily/weekly according to task list/calendar previously Create a recurring appointment on an Outlook calendar (and stick
11 established during the planning process; Dedicate time to keeping up to to it), setting aside a specific slot of time to qualify connections,
date with your connections' postings write posts, read updates and send messages.
III. Evaluate, Analyze and Update Your Plan Continuously
Listen to what is being said about you. Consider setting up Google
12
Alerts
Review and analyze your results (e.g. followers, new clients, new leads
13
or visits to a website)
14 Identify inefficiencies and determine resolutions
Determine what is working and what isn't working; Revise the social
15 media plan as deemed necessary. Revisit and update objectives and
goals
DISCLAIMER: This publication has not been approved, disapproved or otherwise acted upon by any senior technical committees of, and does not represent an official position of, the American Institute of Certified Public
Accountants. It is distributed with the understanding that the contributing authors and editors, and the publisher, are not rendering legal, accounting, or other professional services in this publication. If legal advice or other
expert assistance is required, the services of a competent professional should be sought.
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