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

Expert advice on growing your professional service firm or
individual practice through social media

Showing professionals and their marketers how to accomplish
familiar marketing tactics in newer, ways, Social Media for
Professionals and Their Firms takes you step by step in putting
social media to work for your professional practice. Whether you
want to build your own on-line reputation, or are ready to explore
new media for corporate marketing and communications, this book is
the definitive guide for your strategic approach.

* Explores why the fastest and most leveragable way to expand
relationships today is through the Internet

* Provides step-by-step approaches to successful professional
blogging

* Discusses high-level strategies for effectively using Twitter,
Linked In, Facebook, and bookmarking sites

* Includes pitfalls and success stories featuring notable social
media trailblazers

Timely and practical, this book shows you why new media is
rapidly becoming the core way for professionals to reach their
audiences. Whether your firm provides legal, accounting, financial
planning, architecture, consultancy, or other services, Social
Media Strategies for Professionals and Their Firms will show
you ways to better reach and communicate with your customers.

Table des matières

Foreword ix

Introduction xi

How to Use this Book xv

Acknowledgments xvii

Part I What 1

What Firms Need to Know about Social Media 1

Chapter 1 Defining and Understanding ‘Social Media’ 3

Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27

Chapter 3 Comparing Today’s Most Popular Social Media 51

Part II Why 61

The ‘Why’ behind Using Social Media 61

Chapter 4 Finding Business Purpose in Social Media 63

Chapter 5 Strategy Begins with ‘Who’ 81

Chapter 6 Integrated Marketing Tactics 93

Chapter 7 Case Studies and Examples 117

Part III How 157

How to Set up and Use the Tools 157

Chapter 8 Linked In 159

Chapter 9 Twitter 185

Chapter 10 Facebook 207

Chapter 11 Self-Publishing with Blogs 229

Part IV Tips 263

Tips to Being Effective Online 263

Chapter 12 Writing for the Web 265

Chapter 13 Social Media Etiquette 287

Chapter 14 Best Practices 295

Notes 317

Glossary 325

About the Author 335

Index 339

A propos de l’auteur

MICHELLE GOLDEN is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as ‘a thought leader on social media.’ Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.