Social Media Strategies for Professionals and Their Firms GOLDEN, Michelle The Guide to Establishing Credibility and Accelerating Relationships

New media is rapidly becoming the best way for professionals to reach their audience. But firms—especially accounting firms—have proven to be hesitant about making this change in their marketing strategy. This accessible guide, written by a leading expert in the field, shows you how to present the true differen-tiator of your knowledge to audiences while simultaneously sharing glimpses of your firm's personality. How will prospective buyers understand the benefits of your knowledge or know that it is what they need? Traditional corporate marketing techniques—interruption and passive advertising—simply do not do you and your "knowledge offering" justice. The fastest and most effective way to build a practice today is through the Internet, with social media leading the charge. Social Media Strategies for Professionals and Their Firms helps your firm shift its thinking from generic corporate-speak broadcasting to a focused evidence of your credibility. Offering world-class guidance on achieving an entirely different result from your marketing efforts, this book reveals: Lessons learned by real firms embarking in social media What it takes to succeed with each medium Which of today's tools suits your firm's purpose and style best How to integrate the social Web into broad firm- or niche-level marketing plans Specific, quick-start "how to" information Detailed strategic ideas and guidance The basics of social media Social Media Strategies for Professionals and Their Firms provides several specific ways for you to have a more effective online presence, whether it's your entire marketing platform or simply a component of it. Filled with practical approaches and sound strategic advice, this invaluable tool opens a new world of opportunities for your firm—all yours for the taking.

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