How Professionals are Using Social Media

Professionals, like accountants, architects and financial advisors,  are increasingly incorporating social media into their comprehensive marketing plans.   For example,   The Progressive Accountant notes that the each of the Big Four accounting firms maintains a Facebook page, and many state CPA agencies use both Facebook and Twitter.

Even financial advisory companies are beginning to use social media, although, like many professional service providers, they must be careful about client confidentiality and related issues. (Note the Financial Industry Regulatory Authority’s January 2010 Regulatory Notice on Guidance on Blogs and Social Networking Sites, and comments on it posted on SocialMediaToday).  Interest in social media spurred on consultancies like Advisorlocity, which  offers  a social media starter kit for financial service companies.  CEO Bruce Johnston told MutualFundWire.com that he aims to help financial services companies utilize social media networks such as LinkedIn, Facebook, and Twitter.

But how can these social media tools be used creatively to attract potential clients? Markitecture, a DC area marketing firm, suggests that an architecture firm could engage potential clients by chronicling (via Twitter and Facebook etc…) a high-profile project from start to finish.  Not only would this give readers a reason to return to the site again and again, deepening their mental commitment to the firm, it would also give potential clients insights into how the firm works on projects. In addition, Markitecture recommends that architects start a Facebook page focusing on a particular neighborhood or targeted area in the city, constantly updating the page with news, photos, and area history.

For professionals who work internationally, social media’s long reach can be powerful. Building on Markitecture’s example above, architects working in Dubai, Dublin and Denver could showcase their global projects through social media, thus reaching potential audiences globally.  Similarly, accountants, financial advisors and other professionals could create numerous blogs or pages on their home websites, each targeting clients in a particular region of the world—and also  communicating their overall global expertise.