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5 Tips for Social Media Success for your Bookkeeping, Accounting or Small Business C2online

We operate in a relationship economy, making it more important than ever for bookkeepers, accountants and small business owners to use social media to reach out to clients and to grow their businesses. As a beginner, it’s easy to feel overwhelmed by all the options. Should you write a blog, build a Facebook page, create a Twitter account, or set up a LinkedIn account? And the list goes on.

To break it down, follow some of the same steps you would for marketing your business.

Related: 5 Steps for Setting Yourself Up for Success - Marketing Your Freelance Bookkeeping Business

1.   Who is your target group?

Understand your audience. If your existing client base or potential clients are not likely to follow you on Twitter, there’s no point in starting to tweet. But if you know they are likely to read your blog posts or follow you on Facebook, those are the tools you should stick with. People join social networks for different reasons. When you know who they are and what they want, you can better serve your online community and help your business grow.

2.   What’s the competition doing?

Do your homework and research similar businesses. Search out the ones you know to be successful and review what they’re doing. If one of your competitors has a Facebook page, connect to it and start reading their posts. You can save time by seeing what appears to be working and what not to do.

3.   Develop a Strategy

Based on the research you’ve done in Steps #1 and 2, you’ve decided which social media networks make sense for your business. As with anything in your business, don’t approach social media without creating a strategy. You’re better off with a strategic and limited social media presence than being everywhere without a plan in place.

If one of your goals is to build and grow your Facebook community, then begin creating content, promotions and posts that will attract your target group. If part of your strategy is to post an ongoing blog, begin researching and creating a library of topics.

4.    Content is key

Related: Stand Out as a Bookkeeper/Accountant/Business Owner with your Communication Skills

We’re all overloaded with information these days. Ensure the content you’re broadcasting is relevant and makes sense to your community, just as you would when presenting financial information to clients or approaching them about a new product or service. If you’re crunched for time, share quality content that’s already out there or hire or approach an expert to create relevant quality content for you. Broadcasting anything just to appear active on social media is likely to lose you followers, not gain their thanks.

Create content that makes your business stand out because it’s helpful and of value to them. If you want to share your thoughts on topics of interest to your audience, such as new tax laws or ways to increase revenue, LinkedIn is a professional network that provides a great avenue to do this. Again, take the time to research and post what is best suited to the social networking tool you’ve chosen.

5.   It’s NOT all about you!

Just as in real life, talking about yourself on social media is not likely to gain you friends. The point of social media participation is to foster conversation and make it easy for your community and your clients to share content. You’ve done the research – continue to listen and observe what is important to them. Yes, you can tell them about your new product or service, but don’t do it all the time.

If you think the time is right for your bookkeeping, accounting or small business to create a social media presence, give it a try. Take it one step at a time—you can always expand at a later date. Follow the steps above and you won’t feel as overwhelmed.

Photo Credit: "smarnad" at

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