Earlier this year, we launched a survey with SocialCPAs and the Association for Accounting Marketing (AAM) to conduct a study of how accounting firms and those that serve the public accounting profession are using social media. We are excited to announce the release of the survey results. In this blog, we will share the highlights of our findings.
About the Study
Different from studies completed in previous years, this study focused on how firms – not individuals – are using social media. Individuals were asked to complete an online survey about their social media use. Respondents needed to have access to basic social media and web analytics in order to complete the study. The survey covered such topics as what social media channels are being used by the organization, how often they are posting, what they are posting, how they are managing social media – and their results.
This study includes results from 395 participants representing accounting firms, state CPA societies and vendors/consultants to the accounting profession. 77.6% of respondents were either marketers or partners.
In terms of participants and participant size, 85% of respondents represented a CPA firm. The chart below shows that of the CPA firms participating, almost 2/3 of those firms were under 10 partners.
CPA Firm Responses by # of Partners
- LinkedIn, Facebook and Twitter are the most widely used social networks, with LinkedIn being the #1 network adopted.
- Video and Google+ are the channels being focused on most in the coming year.
- Activity on the social networks is still relatively low, with few organizations posting only a few times per week. Posting frequency was found to have a direct correlation to results.
- Social media management is still being done manually rather than through the use of tools and technology that help organizations leverage their impact more efficiently.
- There are still large percentages of organizations that do not have social media policies or that have not provided training on social media.
- Very few organizations are advertising on social media.
While public accounting firms, state CPA societies and vendors/consultants to the accounting profession are embracing social media, there is still considerable room for improvement. By and large, the survey points to the fact that most responding firms are still struggling with the basics.
The full report covers not only specific details, but also the key points around what this means for CPA firms. You can access a free copy of the study HERE.
Stay tuned as we explore more findings from this study in the coming months.