Harnessing Social Media for Accountants: LinkedIn and Beyond

The role of social media in business has evolved. Once it was simply another tool for getting your name and message out there. Now it is a vital part of your public profile, the place where not only engage with existing clients but where potential clients and hob candidates will check you out. They will be scrolling through their social media accounts assessing your posts, shares and likes to get a sense of what your firm is all about. Here we look at how your firm can harness social media.

Culture and values

Clients and candidates are looking through your social media to find out more than just what you do. They want to find out more about you, your company culture and your values. They want to work out what it would be like to work with you or for you.

Social media gives you the opportunity to tell the real stories that make your firm tick and demonstrate the values that make you stand out.

Authority figures

Social media also gives you the opportunity to demonstrate your knowledge, authority and expertise in your field. Whether it’s offering insights on industry trends or breaking down complex topics, your expertise should shine through in all your posts across all channels. Share your knowledge and build trust.

Tailored approach

It is important that you tailor your approach to social media by choosing the platforms that will suit your business best and maxmise your ability to connect with your target audience.

It is also key to plan how and when you will use those platforms. Although it is important to post regularly it is also true that quality will trump quantity and one post that drives in engagement is worth far more than five that simply get scrolled past.

So, which platforms should you be on?

LinkedIn

There is little doubt that LinkedIn is the essential social media platform for accountants.

It’s where your clients and prospects are most likely to be in a professional mindset, which means they are more open to learning about your services and expertise.

Use LinkedIn to share thought leadership articles, updates on relevant financial or tax legislation as well as client success stories.

This platform is also ideal for networking with other professionals and building referral relationships.

Facebook: Trust and community

Facebook may not seem like the obvious choice for accountants, but it’s a platform with vast reach and versatility.

Many small business owners, who may well be your target clients, use Facebook to stay connected with their communities and seek recommendations.

You can use Facebook to share helpful tips, explain common accounting misconceptions, and post about local or community events.

X (formerly Twitter)

X (formerly Twitter) is a tool for joining topical discussions, sharing quick updates, and engaging with influencers, journalists, and organisations.

It’s also a platform where real-time updates on industry trends or legislation can get noticed.

To stay relevant, you’ll need to post frequently and actively engage with others, which can be incredibly time-consuming.

Instagram

Instagram is where you can let your firm’s personality shine and showing the human side of your business.

For accountants, Instagram is the perfect place to highlight your culture and connect with both clients and potential team members.

Think about what resonates – team celebrations, behind-the-scenes moments, or even something as simple as your office pet.

These posts don’t just make your firm relatable – they show the kind of place you are to work with or for.

Tik Tok

Tik Tok is hugely popular with younger generations and research shows they increasingly use the platform instead of Google when searching for information.

This opens up opportunities for accountants especially as videos are an engaging format if you have the skills to make professional ones with quick financial tips or myth-busting content. These have the potential to grab attention and build trust.