Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) [Hardcover]

Michelle Golden (Author)

Book Description

Publication Date: December 7, 2010 | Series: Wiley Professional Advisory (Book 4)

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

• Explores why the fastest and most leverageable 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, LinkedIn, and Facebook
• Includes pitfalls and success stories featuring notable social-media trailblazers

This comprehensive marketing-strategy book explains why social-media channels are a core way for professionals to reach their audiences, and how to weave social media into your current marketing initiatives. 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.

Editorial Reviews

Review

Many additional reviews of the book are posted on LinkedIn through Amazon's Plugin found here: linkd.in/SMstrat-reviews

From the Author

Writing a book about a constantly changing medium was a monumental challenge. I didn't want to write something that would be dated before it came off the press. To ensure the book would retain significant value for years to come, I "zoomed out" to a very strategic level. 

Part I discusses the emergence of the social web and strives to explain its significance to professionals who are pretty skeptical, looking at social media with great trepidation as an interference with their work. I also tackle policy right up front. We have to get beyond some deep concerns before social media can be used appropriately in an organization.

Part II delves into purpose. The processes in Part II apply to the entire function of marketing. I provide methods of planning, defining objectives, and clarifying appropriate accountability. These techniques are truly timeless and at the heart of all successful marketing endeavors. Then come specific tactical ideas, covering both online and offline initiatives, and teaching the reader how to maximize efforts by leveraging every initiative to its greatest extent. There are nearly two dozen case studies as well.

Part III walks you through how to set up and use the four most important tools for professionals. My approach was not "click here, click there" (that would have dated the book...my worst fear) but rather focuses on the decisions that you will need to make as you embark on using the tools. My goal was to give you reasons for choosing one option over another, or one tool over another, while easing you into using the tool most effectively.  

Part IV is about thirty pages of tips and techniques for online conversation and content. Everything from etiquette and tone to building a following, dealing with crises, and retiring your accounts. 

I hope you'll find this book a handy reference for many years to come! And would love to hear your feedback any time.
~Michelle

See all Editorial Reviews

Product Details

• Hardcover: 368 pages
• Publisher: Wiley; 1 edition (December 7, 2010)
• Language: English
• ISBN-10: 0470633107
• ISBN-13: 978-0470633106
• Product Dimensions: 9.1 x 6.4 x 1.2 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #186,192 in Books (See Top 100 in Books)

More About the Author

Michelle Golden, CPF, is a growth strategist and thought leader. As president of Golden Practices Inc., she works exclusively with accounting and law firms and is a frequent public speaker on innovative practice management and marketing strategies.

She is a senior fellow of VeraSage Institute, is named in Accounting Today as one of Ten Most Powerful Women in Accounting (2009) and twice named among the Top 100 Most Influential People in Accounting (2010 & 2011). She is also named Top 25 Thought Leaders in Accounting Technology by CPA Practice Advisor (2012). Her 25+ year career background includes in-house marketing roles in CPA and law firms. Prior to that, Michelle was an accountant in the corporate headquarters of two public companies.

Her work and opinions have appeared in publications including: Journal of Accountancy, National Law Journal, Practical Accountant, Accounting Today, INSIDE Public Accounting, AccountingWEB, Lawyer Marketing, Law.com, Managing Partner, MarkeTrends, Wealth Management Insider, One+, Insight Magazine, CGA Canada Magazine, Syriez Magazine (Japan), Recovery Magazine (UK) and the AmCity Business Journals.

In 2010, Michelle developed a comprehensive Social Media Toolkit for the American Institute of CPAs (a benefit of membership in their PCPS section) and is a contributing author for "Bull's Eye! The Ultimate How-To Marketing & Sales Guide" (2010, AICPA) as well as authoring "Social Media Strategies for Professionals and Their Firms" (2011, Wiley).

Full bio at: www.michellegolden.com

CONNECT & CONVERSE
Link at: http://www.linkedin.com/in/michellegolden
Tweet at: http://www.twitter.com/michellegolden
Facebook at: http://www.facebook.com/GoldenPractices

Continue the conversation about "Social Media Strategies for Professionals and Their Firms" on a dedicated Facebook page:
http://www.facebook.com/SM.Strategies.4.Professionals

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars A Must Have Book For Social Media, November 29, 2010

By 

Bradley A. Wasserman (Farmington Hills, MI USA) - See all my reviews

Amazon Verified Purchase

This review is from: Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) (Hardcover)

Michelle Golden's book, "Social Media Strategies for Professionals and Their Firms" is incredibly valuable and worthwhile, right from the start. It may be the definitive book right now to use to understand what "social media" really means and then implement and apply it to your professional firm.

The book is written in a very conversational, informative style, which will be extremely helpful to those new to "social media," as well as those already actively using Twitter, Linkedin, Facebook and blogging for business purposes, who want to learn more and go to the next level.

The book is full of real examples, definitions and adaptable suggestions. It will help you to think about your "strategy" and how to implement social media into your business. The book is very well designed, so that it can either be read through, or used as a reference tool to learn more about a specific topic. Michelle clearly explains the rationale and issues regarding social media in general (which is outstanding), then provides the What, Why, and How to use each of these tools, as well as Tips for each. She has even included a very detailed footnote section, for those interested in further reading or support for her content, as well as a thorough Glossary.

This book will definitely be helpful to professional firms (both small and large, for a partner in charge or the social media "champion"), as well as anyone else who has an interest in applying social media for their business. This is an excellent book, which I highly recommend. Anyone who wants to learn more about this topic will find this a must-have book.

Disclosure: I have no relationship with the author of this book, other than being "connected" via Twitter.

5 of 5 people found the following review helpful:

5.0 out of 5 stars A must read!, December 20, 2010

By 

S. Heintzelman "Scott" (PA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) (Hardcover)

Just finished Michelle's book, Social Media Strategies for Professionals and their Firms. This is one of the best books I have read on marketing and business development (and I have read many) and cannot recommend this book more highly. The first chapter is such an impactful 23 pages and is about so much more than just social media. It really is a handbook for anyone wanting to become a practice development leader. My only concern is that my competition will read Michelle's book and start implementing her strategies. Well done Michelle!!

1 of 1 people found the following review helpful:

5.0 out of 5 stars Another 5-star review, March 7, 2011

By 

Gary R. Schirr (Virginia) - See all my reviews
(REAL NAME)   

This review is from: Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) (Hardcover)

Social Media Strategies for Professionals and Their Firms is must reading for anyone involved in marketing professional service firms such as accounting, law or consulting firms. However it is also valuable to all of us who are personally blogging or tweeting about our vocations or enthusiasms.

Social Media Marketing is not standard marketing, as Ms. Golden points out it is something totally different. She takes us through the planning and proper use of LinkedIN, Twitter, Facebook, and blogs.

I wish her book had been available when I started blogging and tweeting, but it was still valuable after 18 months of active SM usage. I wish she had discussed some other social media such as foursquare or youtube, but on refection for this book she is right to focus on the four most important outlets for professional use. Buy - or at least READ - this book to enhance your SMM game!