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: #258,736 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
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