Young accountants, in particular, are clambering aboard the growing number of social media platforms to build networks, share knowledge, learn from others, keep on top of industry news and, ultimately, grow their careers or business.
Social media platforms like Facebook, Twitter, LinkedIn, YouTube, Pinterest and Instagram are being harnessed in increasingly clever ways by accountants who understand the importance these sites play in the daily lives of everyday Australians.
Online accounting forums and industry blogs are also giving accountants the ability to position themselves as influential thought leaders. And accountants are being headhunted on social media, with recruiters and individual firms using social media sites as a virtual shopfront to cherrypick top talent.
Deloitte and Xero are both making serious headway in this space, while a range of smaller firms, including Growthwise, Five Ways and Interactive Accounting, are also well recognised for their contribution to key platforms.
Wood Accounting director Ben Wood began making a concerted effort to use social media for his NSW-based business 12 months ago. He now has an active presence on Facebook, Twitter, LinkedIn and Google+. He also blogs twice a month and says he couldn’t imagine working life without these increasingly valuable tools. He devotes about three hours each week to social media.
“Accounting and business in general are evolving,” says Wood. “The younger generation would much rather Facebook message or direct Tweet than email. Swimming against the tide is not going to end well. You need to be open to change.”
Social media give accountants the ideal platform to not only showcase their expertise but also share a little about what makes them tick as individuals, adds Wood.
“You don’t need to give out regular tax law updates; you just need to show a little bit of personality and throw in some useful information along the way,” he says.
“Being on social media also shows that you’re not the dinosaur accountant that people loathe. I call it digital credibility. And it’s much cheaper marketing online than using old media, such as the local paper.”
Wood says Facebook is his favourite platform – and by building connections and bringing in work, it has also been his best social media asset. “I would say Facebook has put the most money in the bank,” he says. “The hardest to maintain would be Google+ because I don’t go on there too often. But being a tech nerd, the rest are no real effort. I can manage almost everything from my phone.”
