Ever feel like your entire day…week…month…brain has been eaten by the social media whirl and its multitude of shiny technological toys? Guess what – it has!
They’re so much fun, and so full of potential to revolutionize the way you connect with your accounting clients! And yet, total descent into the world of online fun and technology is counterproductive to actually accomplishing the work you set out to do. Not only that, but there’s so much to learn that half the time you may be focusing on strategies that don’t pay off for your firm despite their fascination. How on earth can you keep up with the constant stream of news, memes, applications and updates while maintaining your focus on running an accounting firm, or on the rest of your life for that matter? It’s a problem, and you are definitely among friends if you’ve run into it. Social media and the larger Internet revolution offer tangible benefits to your marketing efforts as well as your ability to access both information and potential clients. Still, you’ve got work to do that has to be balanced against the black hole of time and attention this digital world can so easily become. In this light-hearted but realistic article on SocialMediaToday, Pam Moore gives a pragmatic rundown of ways to maintain some semblance of function in the face of the twinkling screen of social media and its associated technologies. Here, in brief form, are her 15 tips to help you keep focused:
- Oh, the humanity! No, really, you’re trying to connect with humans, not web developers. Identify yourself and your firm in those terms. That means no QR codes (and reconsider logos) as avatars.
- What’s my motivation again? Let this question always be with you in your online adventures. Remember what you’re trying to achieve.
- Use the right tool. Don’t try to shove your firm’s dainty foot into an ill-fitting social media glass slipper – there is a platform or application out there that slides right on and feels good walking.
- Choose your targets. Limit your use of social media to a strategic handful of business goals for which it’s a sensible choice. Some aren’t well served by social media.
- Think like a fish. Or, more sensibly, like those whose attention you’d like to attract. As Jeeves would say, “It’s a matter of the psychology of the individual, sir.” You can best reach and motivate people when you understand their goals, needs and perspectives.
- Location, location, location. It’s relevant here too. The actions you want to inspire in your readers are limited to a large degree by their location. Mobile or PC, in the car or at lunch? Don’t ask them to do something they can’t from the place they’re likely to read your invitation.
- What’s in it for me? Your readers need a reason to do what you want them to do far more than they need the latest techno-wizardry with which to do it.
- I don’t care if Jimmy’s mother lets her firm do it! Use your judgment and your common sense. A trendy app or action may still be the wrong one for your firm. Remember the lemmings.
- Follow your inner guide. All advice isn’t always good advice. If you doubt the strategy, research to be sure it leads toward your goals. If you can’t grasp exactly why you’re doing it then don’t.
- Nobody likes a dictator. Making demands is no nicer on social media than in real life. Ordering people to like your page doesn’t inspire affection, and often it does the opposite. Let them like it because it’s likeable.
- Thou shalt not spam. Just don’t. Misusing contact information costs friends and business, and gets you blacklisted on sites like ConstantContact and MailChimp. Once you are, it’s very hard to get un-blacklisted.
- Act popular to be popular. Desperation isn’t appealing, but well thought out posts and links are. Get friends and followers by providing useful content and a fun environment. They’ll appear.
- Remember the basics. You’re using social media because it’s a way to share your message. Your message is about your firm. Your firm provides accounting services.
- Set limits. Tech tools and social media platforms really can suck in as much time as you let them, so schedule some time for mastering the new ones you want to learn and applying them if you’re convinced they truly better your firm. Then be done until the next scheduled session.
- Make content count. Don’t post just to see yourself post. Give something good to the people (remember them?) who care enough to be your online readers and associates. Say something kind. Dare to tell the truth. Solve a problem. Make a real connection. That’s what it’s all about, after all.
We’ve covered a wide swath here in hopes of regaining control of the social media world. Like a toddler, it’s bursting with energy and potential, but it can really make you crazy. Take a deep breath and remember: you’re in charge here and overall, it’s a joy. By all means, let us know if these tips help or if you’ve got others to share. We could use the advice too!