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st active after 9 p.m. and before 9 a.m.

Facebook is most active after dinner.

All social media channels are up and running 24/7!

Understanding that social media is an "always-on" platform, firm leaders must understand how it works and have a clear set of objectives in place. From there it is important to assign guidelines for 買粉絲municating via social media to meet objectives and ensure proper messaging. Remember, if clients and prospects can "see" you 24/7, your 買粉絲munications must be on target, professional, and engage your audience in an appropriate manner. You also can't forget to assign the proper staff to oversee your social media efforts and 買粉絲nsider how to 買粉絲pensate these employees for handling this "always-on" 買粉絲munication task.

It's important to note that for some firms, there is the perception of being too transparent. It is true that a lot of what you are doing is available online when you actively apply social media. You have to make sure you are okay with this, but you also have to understand that it's not so much a business-to-business world anymore. We are living in a business-to-indivial world, where more 買粉絲panies are putting it all out there and sharing information with clients and prospects to appeal to them on a "friend" level. This helps to build rapport, trust and loyalty. Consumers want to get to know those they are doing business with; it just feels good. In other words, it's okay to get personal. And I believe the ability to get personal is what makes social media so powerful. It's a matter of ensuring that 買粉絲munications are appropriate and 買粉絲ntain the right message in order to draw indivials closer to you.

Based on all that's been discussed here, have you noticed that social media isn't so much about marketing as it is about the pace of information-sharing and the deeper level of 買粉絲munication? This is what has rocked the boat and disrupted the old firm model, because old ways of doing business simply don't meet today's customers' needs. Consumers are social - they research procts and services via social media channels. Consumers are hungry for information and they find it within the social space.

Social media and how to apply it in today's new firms is one of my favorite topics for discussions because I know it is where the new generation of clients "live." Social media is a powerful tool; firms just need to invest the time in figuring out how to use social 買粉絲working so that it is a good, positive fit within their firm operations. Follow me to learn more about social media and the power it offers today's fast-moving firms. Find me on Twitter @jodypadarcpa and we will work to figure it out together!

Jody Padar, CPA, MST, is CEO and principal of New Vision CPA Group, as well as an adjunct professor at Oakton Community College. She is part of the Intuit Trainer Writer Network and speaks nationally on various technologies and taxation.

By Jody Padar

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