I interviewed Allison Semancik, a marketing consultant in Miami, and asked her questions about marketing principles for CPAs and other professionals. This entry is the 3rd in the series.
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Me: What do you think some reasonable goals would be for accounting or other professionals who have a presence in social media? How would you recognize a win?
Allison: First, determine your reason(s) for getting involved in social media. Examples might be: drive traffic to your site, network with other professionals or establish yourself as an expert in your field.
Second, dedicate 15 minutes a day to social media and decide where you want to get involved. Remember, even though Facebook and Twitter are very popular right now, it might not be the first place you need to start (depending on your industry). Perhaps you start by answering questions in forums where your potential clients are asking questions. Check out the Intuit Community forum or the QuickBooksUsers forum.
Some of your goals can be measured concretely with Google Analytics. You’ll be able to see the amount of traffic coming from other sites and forums to your website. You can even set up goals within Analytics to see if that traffic converts.
There are also other kinds of wins – you find a great referral source or you become known as an expert in your field. These are not as easily measured, but equally important to your long term success.
Allison Semancik can be contacted through her blog.
- Next blog entry: How accountants can use email to enhance their marketing.