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Social Media Strategy
- Professional CPA Association

Online presence audit, competitor research, audience research, strategy development


Social media strategy developed for state-wide trade association for certified public accountants.

[This Florida business association's] mission to engage in social media is to enhance member connections; establish itself as an expert representation of the industry; increase awareness of its brand and mission to the public, CPAs nationwide and prospective members; and increase participation in and sales of all events, sponsorships, contributions and advertising.

 

The [association's] staff is currently engaged in Facebook, Twitter, LinkedIn, YouTube, flickr and the [association’s] listservs. The team will include a blog in the future.

 

Facebook

[Association] Fan Page

Audience:

  • Public (potential sponsors, those interested in financial news or personal financial fitness)

  • [Association] members

  • Press / Media

  • Prospective members

  • Accounting students and those studying for Florida’s CPA exam

  • Politicians

  • Educators in the finance and accounting fields

 

Objectives:

  • Promote the association, its mission, brand, products and events

  • Establish the [association] as industry experts

 

Types of messages, posts, photos:

  • General accounting news applicable to those in the industry

  • Financial news and updates for public (business and personal)

  • Big Florida news pertaining to business or personal finance, economy

  • Promotions of [association's] CPE (continued professional education), the Educational Foundation and the Florida CPA PAC

 

 

Facebook

[Association] Young CPAs Group

Audience:

  • [Association’s] Young CPAs members

 

Objectives:

  • Provide the Young CPAs a private social network to connect group members across the state with each other

  • Promote group events and fundraisers

 

Types of messages, posts, photos:

  • Gen Y and Gen X professional development news, posts

  • YCPA announcements and photos

 

Twitter

[association account]

Audience:

  • Prospective and current members

  • Prospective and current sponsors, contributors

  • CPAs nationwide

  • Florida’s business leaders and professionals interested in financial literacy, news, updates

 

Objectives:

  • Provide news, updates, and announcements relevant to Florida CPAs

  • Promote the [association] and its brand, products and events

  • Connect with industry experts and establish its self as one

  • Connect with current and prospective members, Florida business leaders, Florida professional organizations

 

Types of messages, posts, photos:

  • Accounting news

  • Florida business, economic and political news that affects state CPAs, [association] members

  • Member accolades

  • Photos of association events

  • Association involvement in the community and industry

 

LinkedIn

[Association] Group

Audience:

  • Association members

 

Objectives:

  • Provide members a private social group

  • Promote big association announcements, promotions

 

Types of message, posts, photos

  • Member communications

  • Occasional accounting industry news

 

flickr

Audiences:

  • Association members, staff, friends and family

  • Participants of [association] events

  • Press / Media

 

Objectives:

  • Give a “face” to the association staff

  • Portray in pictures the different facets of the association and its events

  • Provide photo galleries of members, staff, events, fundraisers, awards, scholastic work, etc.

 

Types of messages, posts, photos:

  • Personal and professional photos

  • Pictures of behind the scenes; before, during and after

 

YouTube

Audiences:

  • Association members

  • Prospective members

  • Political candidates of interest to the Florida CPA PAC

  • Press / Media

 

Objectives:

  • Provide association members information through visual and verbal communication

  • Enhance member value by providing education, training and awareness of the topic (political, professional)

 

Types of messages, posts, photos:

  • Marketing messages to train members

  • Updates and information from the Governmental Affairs or leadership teams

 

[Association] Listservs (on the association's website)

Audience:

  • Members looking for a deeper connection or means of networking with other members with similar professional interests and focuses

 

Objectives:

  • Provide members a private method of closed communications with each other

  • Provide staff a medium to send targeted messages to the members of particular listservs

FICPA Social Media Strategy: Welcome
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