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.
[Association] Fan Page
Audience:
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Public (potential sponsors, those interested in financial news or personal financial fitness)
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[Association] members
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Press / Media
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Prospective members
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Accounting students and those studying for Florida’s CPA exam
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Politicians
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Educators in the finance and accounting fields
Objectives:
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Promote the association, its mission, brand, products and events
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Establish the [association] as industry experts
Types of messages, posts, photos:
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General accounting news applicable to those in the industry
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Financial news and updates for public (business and personal)
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Big Florida news pertaining to business or personal finance, economy
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Promotions of [association's] CPE (continued professional education), the Educational Foundation and the Florida CPA PAC
[Association] Young CPAs Group
Audience:
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[Association’s] Young CPAs members
Objectives:
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Provide the Young CPAs a private social network to connect group members across the state with each other
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Promote group events and fundraisers
Types of messages, posts, photos:
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Gen Y and Gen X professional development news, posts
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YCPA announcements and photos
[association account]
Audience:
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Prospective and current members
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Prospective and current sponsors, contributors
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CPAs nationwide
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Florida’s business leaders and professionals interested in financial literacy, news, updates
Objectives:
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Provide news, updates, and announcements relevant to Florida CPAs
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Promote the [association] and its brand, products and events
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Connect with industry experts and establish its self as one
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Connect with current and prospective members, Florida business leaders, Florida professional organizations
Types of messages, posts, photos:
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Accounting news
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Florida business, economic and political news that affects state CPAs, [association] members
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Member accolades
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Photos of association events
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Association involvement in the community and industry
[Association] Group
Audience:
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Association members
Objectives:
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Provide members a private social group
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Promote big association announcements, promotions
Types of message, posts, photos
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Member communications
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Occasional accounting industry news
flickr
Audiences:
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Association members, staff, friends and family
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Participants of [association] events
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Press / Media
Objectives:
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Give a “face” to the association staff
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Portray in pictures the different facets of the association and its events
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Provide photo galleries of members, staff, events, fundraisers, awards, scholastic work, etc.
Types of messages, posts, photos:
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Personal and professional photos
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Pictures of behind the scenes; before, during and after
YouTube
Audiences:
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Association members
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Prospective members
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Political candidates of interest to the Florida CPA PAC
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Press / Media
Objectives:
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Provide association members information through visual and verbal communication
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Enhance member value by providing education, training and awareness of the topic (political, professional)
Types of messages, posts, photos:
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Marketing messages to train members
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Updates and information from the Governmental Affairs or leadership teams
[Association] Listservs (on the association's website)
Audience:
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Members looking for a deeper connection or means of networking with other members with similar professional interests and focuses
Objectives:
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Provide members a private method of closed communications with each other
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Provide staff a medium to send targeted messages to the members of particular listservs