Primer for Accounting Students on how CPAs are using social media to connect, collaborate, learn, and establish themselves as thought leaders. Using examples from across the CPA Profession and business, Tom Hood provides guidance on tools, techniques, and people worth following.

1. 111
Social Media for CPA
Professionals
Student Edition
Presented by:
Tom Hood, CPA, CITP, CGMA
CEO
Maryland Association of CPAs
Business Learning institute

2. Tom Hood, CPA, CITP, CGMA
Tom Hood, CPA, CITP, CGMA
CEO
MACPA www.macpa.org
and
Business Learning Institute (BLI)
www.blionline.org!
http://www.linkedin.com/in/tomhood/!
If there is a conversation about the future of
the profession, you're bound to hear Hood's
name mentioned as one of the people
leading the way.
– Accounting Today Magazine!
• Named the Second Most Influential in
Accounting by Accounting Today Magazine
2013
• Linked-In Top 150 Influencer
• Top 25 Influencers in Learning & HR by HR
Examiner
• Top 25 Thought Leaders in Public Accounting
by CPA Practice Adviser
• Working on Learning Management with
AICPA/CPA2Biz, Cloud Curriculum,
Performance Management !

3. Download today’s slides at …
www.SlideShare.net/thoodcpa

5. American Institute of CPAs
"It starts with the fact that globalization and the
information technology revolution have gone to
a whole new level. Thanks to cloud computing,
robotics, 3G wireless connectivity, Skype,
Facebook, Google, LinkedIn, Twitter, the iPad,
and cheap Internet-enabled smartphones, the
world has gone from connected to hyper-
connected.”
- Thomas Friedman NY Times author
The World is Flat
The single most important trend in the world today

6. Common
Mispercep-ons
• Timewaster
–
“social
notworking”
• I
don’t
want
to
know
what
you
had
for
lunch
• No
real
business
use
–
No
ROI

7. ROI?
hDp://cpa.tc/4qv

8. Our research methodology #MBSN
MACPA NewYoung Professional Network collaborating to identify issues
What’s keeping young professionals up at night?

9. Top Seven Issues
1. Information overload (including accounting and tax
complexity)
2. Work / life balance
3. Generational issues and communications (including
upper management not sharing knowledge with the
younger generation)
4. Developing networking skills
5. Keeping up with technology -- especially the cloud
6. Finding career guidance
7. Understanding social media benefits
CPA Success blog post http://cpa.tc/1ef

10. Five
Things
Every
Professional
Needs
to
be
Good
At
1. Learning
and
staying
on
the
cuRng
edge.
2. Managing
your
career
(yep,
you
have
to
take
charge
of
your
own
career).
3. Doing
the
work
(research,
produc-vity,
communica-on).
4. Interac-ng
with
your
peers
and
colleagues.
5. Becoming
a
thought
leader
in
your
field.
-­‐
Allen
Blue
co-­‐founder
Linked-­‐In
hDp://lnkd.in/HghTcX

11. Keeping Up WithTechnology
http://www.macpa.org/blog/category/6/technology-social-media

12. Tom’s
Top
Five
Reasons
CPAs
Should
be
on
Social
Media
1. Connec-ng
2. Collabora-ng
3. Learning
4. Innova-ng
5. Moving
People

13. Virtual
Connec-ons
–
Real
People

14. hDp://dupress.com/ar-cles/social-­‐business-­‐study/
Follow
@DU_Press
@deloiDe
@MITSloan
Business
is
Social

15. “Bill’s blog makes me
feel connected to the
organization in a way
I had not felt before. I
feel more informed
and closer to the
organization than
ever before.” – from
a Marriott Finance
Team member during
an MACPA
Professional Issues
update at their HQ in
Bethesda, MD ].
What if you could keep your organization informed and
inspired by your thoughts?
The
MarrioD
Story
–
Engaging
Finance
Team

16. Listen:
Use
Social
Media
to
turn
the
bullhorn
around

17. Three
authors
ReTweeted
this blog
post which
mentioned
their
books…
http://www.cpasuccess.com/2012/01/the-top-ten-
business-books-of-2011.html
Learn

18. FEI’s
own
Edith
Orenstein
on
Researching
SEC
&
Social
Media
Follow: @feiblog @brocromanek

19. Innova-on
adop-on
=
Social
Networks
“The
degree
to
which
an
individual
in
a
social
network
is
connected
to
other
individuals
in
the
network
(actor
centrality)
has
been
shown
to
have
a
major
influence
on
that
individual’s
adop>on
of
business
innova>ons.”
–
Research
Report
by
Associa-on
of
American
Medical
Colleges

20. Social
Media
connects
us
to
thought
leaders

21. Case
Studies
On
the
Cover
of
a
Magazine?
• BCG
&
Company
–
blogs,
twiDer
• Naden/Lean
–
blogs,
twiDer
• James
Carroll
–
facebook,
twiDer
• Morris
&
D’Angelo

23. Thought
Leadership

24. 35
Social
Media
Engages
&
Shares
Insights
The
twiDer
stream
from
AICPA
Leadership
Academy

25. Real
Time
Focus
Group
Example
of
using
TwiDer
to
get
immediate
real
-me
feedback
for
this
preso

26. Advice
for
today

27. Risk
Management
Don’t
let
this
happen
to
you
This
is
the
biggest
fear
of
social
media.
You
can
mi-gate
this
fear
with
training
and
a
good
policy.
MACPA’s
social
media
policy
incorporates
the
Code
of
Ethics
of
the
CPA
Profession
and
our
State
Board
of
Accountancy
into
the
best
of
breed
policy
from
IBM.
On
the
next
slide.

28. MACPA
Social
Media
Policy
hDp://cpa.tc/21c
• Based
on
social
media
best
prac-ces
• Tied
to
MACPA
Vision,
Purpose,
and
Strategy
• Includes
CPA
Code
of
Professional
Conduct

29. MACPA’s
Social
Media
Policy
1. Participate
2. Be smart & safe
(principles tied to
CPA code of conduct
and organization’s
mission, purpose and
values)
3. Most importantly…
explore and have fun!

30. Some
Guidelines

31. Why
accoun-ng
students
should
care
about
Social
Media
“In-­‐forming
is
the
individual
person's
analog
to
open-­‐sourcing,
outsourcing,
insourcing,
supply-­‐chaining,
and
offshoring.
Informing
is
the
ability
to
build
and
supply
your
own
personal
supply
chain—a
supply
chain
of
informa8on,
knowledge,
and
entertainment.
In-­‐
forming
is
about
self-­‐collabora8on—
becoming
your
own
self-­‐directed
and
self-­‐
empowered
researcher,
editor,
and
selector
of
entertainment.
–
Thomas
Friedman

32. “In
a
period
of
rapid
change
and
increasing
complexity,
the
winners
are
going
to
be
the
people
who
can
LEARN
faster
than
the
rate
of
CHANGE
and
faster
than
their
COMPETITION.”
-­‐
Tom
Hood,
CPA.CITP.CGMA
7/22/14
T

33. Source:
www.C4LPT.co.uk
Top
Ten
Learning
Technologies
1. TwiDer
–
micro-­‐upda-ng
tool
2. GoogleDocs/Drive
–
online
collabora-on
tool
3. YouTube
–
video
hos-ng
and
sharing
tool
4. Google
Search
-­‐
web
search
5. Powerpoint
-­‐
Presenta-on
sonware
6. Evernote
–
Produc-vity
tool
(and
content
cura-on)
7. Dropbox
–
File
storage
and
synchroniza-on
8. Wordpress
–
blogging
tool
9. Facebook
–
social
networking
site
10. Google+
Hangouts
–
Video
mee-ngs
*
Bonus
Slideshare
–
presenta-on
hos-ng
and
sharing
tool
Social
Learning
is
quickly
emerging
as
a
major
use
of
social
media
and
a
way
to
engage
deeper
with
our
members
and
par-cipants.

34. Tom’s
Favorite
Tools
“Use the tools, don’t let the tools use
you.” – Francine McKenna
@retheauditors
• Twitter
• Linked-In
• Blog
• Slideshare.net
• Evernote
• Tweetdeck.com
• Hootsuite.com
• Zite.com

35. Five
Ways
to
Get
started…
1. Create
your
digital
footprint
(Linked-­‐In,
Facebook,
Google
+,
TwiDer)
2. Start
listening
(use
google
reader
and
twiDer
to
start
listening)
3. Make
friends
(build
your
network
and
follow
on
twiDer)
4. Create
&
Share
(join
the
conversa-on
by
commen-ng,
Retwee-ng,
and
start
a
blog)
5. Recognize
&
Reciprocate
(always
recognize
and
aDribute
other’s
work)

36. More
Resources
CPA
Success
posts
about
social
media
hDp://www.cpasuccess.com/social-­‐media/
Self-­‐directed
learning
guide
–
15
min
a
day
hDp://www.cpalearning2.com/
Can
Social
Media
Help
You
Learn?
hDp://cpa.tc/sociallearn
Making
Social
Media
Work
for
You
hDp://www.journalofaccountancy.com/Mul-media/TomHood.htm
Social
Media
for
Learning
hDp://cpa.tc/sociallearn
Social
Media
for
CPAs
and
CEOs
–
interviews
&
stories
hDp://cpa.tc/social
How
to
Leverage
Social
Media
–
Journal
of
Accountancy
hDp://cpa.tc/8u

37. Recommended
Reading
• The
Corporate
Blogging
Book
by
Debbie
Weil
• Crush-­‐It
by
Gary
Vaynerchuk
• The
Whuffie
Factor
by
Tara
Hunt
• Here
Comes
Everybody
by
Clay
Shirky
• Social
Media
Strategies
for
Professionals
and
Their
Firms
by
Michelle
Golden
• Switch:
How
to
Change
When
Change
is
Hard
–
Chip
&
Dan
Heath
• Escaping
Velocity
by
Geoffrey
Moore

38. Tom Hood, CPA.CITP
CEO
Maryland Association of CPAs
Business Learning Institute
(443) 632-2301
E-mail tom@macpa.org
Web http://www.macpa.org
Blog http://www.cpasuccess.com
Follow me on:
ü Twitter: http://www.Twitter.com/tomhood
ü LinkedIn: http://www.linkedin.com/in/tomhood
ü Facebook: http://www.facebook.com/thoodcpa
ü Google +:
https://plus.google.com/104372556333854919205
ü Slideshare: http://www.slideshare.net/thoodcpa
ü Youtube: http://www.youtube.com/thoodcpa
ü Second Life avatar name: Rocky Maddaloni