1.
Social Media for Professional Success
Tina Lambert, CAE, VSCPA Vice President
VSCPA Webinar
October 2, 2009
What the heck is Web 2.0
& social media?
BlackPlanet.com, Flickr.com , Reunion.com, aSmallWorld, Bebo , Blue Dot, Bolt, Broadcaster.com, Buzznet,
CarDomain, Consumating, Couchsurfing, Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang,
Ecademy, eSPIN, Facebook , Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited, Gaia Online,
Geni.com, GoPets, Graduates.com, Grono.net, Hyves, imeem, Google , Infield Parking, IRC-Galleria, iWiW,
Joga, Bonito, Last.fm, LibraryThing, LinkedIn , LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply,
My Opera Community, myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven,
Pownce, RateItAll , Reunion.com, Searchles, Sconex, Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld,
TakingITGlobal, The Doll Palace, The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks,
Vox, WAYN, WebBiographies, Windows Live Spaces, Woophy, XING

2.
The Social Media Landscape
SOCIAL MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS
ACTIVITIES THAT INTEGRATE
TECHNOLOGY, SOCIAL INTERACTION
AND THE CONSTRUCTION OF WORDS,
PICTURES, VIDEOS AND AUDIO.
http://www.wikipedia.org
More simply put:
“Social media
is people having
conversations online.”

3.
The conversations are powered by…
• Blogs
• Online Chat & Listservs
• RSS
• Widgets
• Wikis
• Social Networks
• Social Bookmarks
• Message Boards
• Podcasts & Videocasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds
Why should I care about
Web 2.0 & social media?
Is Social Media a Fad? Socialnomics.net (Qualm)

4.
Reason #1
SOCIAL NETWORKING SITES ARE
MOST POPULAR SITES NEXT TO
GOOGLE AND YAHOO – AHEAD
OF PERSONAL E-MAIL.
Social Media Usage is Exploding!
75% of all Americans have joined a social
networking site (MySpace, Facebook) > 99% of
18-24 year olds
7 million users > 1,382% increase in one year >
largest age group is 35-49
200 million blogs in 2009 > 77% of active
online users read a blog > 45% have started
their own blog
Social Media Usage is Exploding!
YouTube has 100 million videos (65,000 new
videos per day) > 83% of internet users watch
video clips
39% of internet users subscribe to an
RSS feed
55% of internet users have uploaded
photos online

5.
Social Media Usage in the Workplace
69% of businesses allow employees to use
social media for business
63% use social media to build and promote
their brand
61% use social media to improve
communication and collaboration
REALITY: IT’S A MOBILE WORLD>>>
Social Media is a Business Changer
Social media is changing the business of
employers, long-standing industries,
marketing and communications
People trust the opinions of other people as
much as, or sometimes more than the
“experts” – and definitely more than
spokespeople
RELATIONSHIPS ARE CRITICAL TO TODAY’S
COMMERCE>>>
What about Social Media and CPAs?
• 54% are on LinkedIn
• 48% are on Facebook
• 21% are on Twitter
• 61% attend webinars
• 36% read blogs
• 28% listen to podcasts

6.
Reason #2
IN 2008, IF YOU’RE NOT ON A
SOCIAL NETWORKING SITE,
YOU’RE NOT ON THE INTERNET.
IBM, April 2008
IT’S NOT A FAD. IT’S A FUNDAMENTAL SHIFT
IN THE WAY WE COMMUNICATE.
The old
communication
model was a
MONOLOGUE.
A >>> B
The new communication model
is a DIALOGUE. A<<<>>>B

7.
Reason #3
SOCIAL MEDIA HAS BECOME A
FUNDAMENTAL PART OF GLOBAL
BUSINESS AND WILL CONTINUE TO
ALTER THE CONSUMER EXPERIENCE.
John Burbank, CEO of Nielson Online, March 2009
Welcome to the future…
McCann Study on Social Media Trends, April 2008
By 2010, MILLENIALS/GEN Y-ERS
will outnumber BABY BOOMERS.
They already wield $350 BILLION/
YEAR in direct spending power.

8.
Meet your FUTURE EMPLOYEES.
Over 64% of students in
grades K-12 are online
and accessing the
internet regularly
Downloading music is #1
recreational activity by
middle and high school
students
What are some of the advantages
of Web 2.0 & social media?
Old way… New way…
• Controlled • Transparent/open
• Organized • Inclusive
• Exclusive • Authentic
• One sided • Vibrant
• Product-driven • Consumer-driven
Only 14% of 78% of people trust
people trust RECOMMENDATIONS
ADVERTISEMENTS. of other consumers.
A >>> B A<<< >>> B

9.
For the first time, it’s all about ME!
• What I want to talk
about
• Who I want to talk to
• What I want to say…
about them
And it’s also about US!
Our relationships! What we want to say!
Some more ADVANTAGES…
• Cheaper than traditional media
• Stickier than traditional media
• Viral nature
• Highly interactive
• Highly visible
• Global
• Can quickly change, morph
and respond to environment
and feedback

10.
And more ADVANTAGES…
• Enhance your professional
networks and competency
• Get information faster and
in more digestible formats
• Connect to other CPAs
• Connect to other business
colleagues
• Connect to your
professional associations
The NEW MATH…
Social Networking (OLD)
+ Social Media (NEW)
------------------------------------------------------------
= A change in the way we BUILD
RELATIONSHIPS
Perceived BARRIERS…
• Fear of “the negative”
• Legal
• Time
• Return on investment
• Measurement

11.
Overcoming BARRIERS…
• The negative conversation is
happening WITH you or
WITHOUT you
• “Direct” response in crisis
• Start slow and build –
monitor at the very least
• Set goals for followers,
friends, etc.
• Set goals/plans for social
media tool you are using
How do I get on the
Web 2.0 & social media train?
A. Listen
• Immerse yourself in conversations
• Visit social sites to observe
• Ask your coworkers, kids who…
B. Participate
• Remember it’s a dialogue not a
monologue
C. Getting Started
• Set up a profile
• Friend 25 people you know
• Begin to converse

12.
D. Traffic Signs
• Privacy: Customize what the public and your 'Friend' lists can
see about you (professional v. personal)
> Create ‘Friend’ groups
> Edit privacy settings
• Etiquette: Once you’re riding the social media highway,
remember to obey common internet traffic rules of thumb
• Policy: Obey or set company guidelines for participation
www.facebook.com
www.facebook.com

13.
www.linkedin.com
www.twitter.com
www.mystarbucksidea.com

14.
www.amazon.com
How is the VSCPA involved
in Web 2.0 & social media?
New MULTIMEDIA & ONLINE OFFERINGS
to enhance membership
> RSS
> Podcasts
> Blog (CPACafe.com)
> Microblog (Twitter)
> Photo sharing (Flickr)
> Video, Videocasts (YouTube. Coming Soon!)
> Social networking (LinkedIn, Facebook groups)
> Online communities targeted to different practice areas,
including e-mail listserves
> And more! Visit “Social Media” section of www.vscpa.com

15.
VSCPA RSS Feeds: www.vscpa.com/rss
VSCPA Podcasts: www.vscpa.com/podcasts
VSCPA Blog: www.cpacafe.com

16.
VSCPA Twitter Account: @VSCPANews
VSCPA Flickr: www.flickr.comphotosvscpa
VSCPA Facebook and LinkedIn Groups
Once logged in, visit
“groups” and search
for “Virginia Society
of CPAs”

17.
VSCPA Online Communities:
www.vscpa.com in “Members Only”
OTHER social media for CPAs
• Wiki: www.wikicpa.com
• Blogs: www.cpacafe.com > www.cpablogger.com >
www.cpasuccess.com > http://bigfouralumni.blogspot.com/
• Videos & Media: www.financialfitness.com >
www.aicpa.org/Media+Center/ > www.feedthepig.com
• Learning: www.cpalearning2.com
RESOURCES on social media
Blogs
•www.TypePad.com
•www.WordPress.com
•www.BlogLines.com
Microblogging/Tracking
•Twitter: www.Twitter.com
•TweetDeck: www.TweetDeck.com
•TwitterBerry: www.orangatame.com/products/twitterberry/
•HootSuite: www.HootSuite.com
•Tweetie: www.atebits.com/tweetie-iphone/
•Hashtag: http://hashtag.org
•Google Alerts: www.google.com/alerts

18.
RESOURCES on social media
Social networks
•Facebook: www.Facebook.com
•LinkedIn: www.LinkedIn.com
•Plaxo: www.Plaxo.com
•HubStreet: www.HubStreet.com (a new one for CPAs and
lawyers)
Multimedia sharing sites
• YouTube: www.YouTube.com (videos)
• Flickr: www.Flickr.com (photos)
• Picasa: Picasa.Google.com (photos)
• SlideShare: www.Slideshare.com (slidedecks)
RESOURCES on social media
Podcasting
• iTunes: www.apple.com/itunes (for finding and listening to
podcasts)
• Audacity: audacity.sourceforge.net (for recording / editing
podcasts)
Wikis
• PB Wiki: www.PBWiki.com
• WikiSpaces: www.WikiSpaces.com
Virtual worlds
• Second Life: www.SecondLife.com
CONNECT with me/us
Tina Lambert, CAE
VSCPA Vice President, Member & Public Relations
• Phone: (804) 612.9416
• E-mail: tlambert@vscpa.com
• Web: www.vscpa.com
• LinkedIn: www.linkedin.com/in/tinalambert
www.linkedin.com and search for “Virginia Society of CPAs”
• Facebook: www.facebook.com/TinaLambert1
www.facebook.com and search for “Virginia Society of CPAs”
• Twitter: www.twitter.com/TinaLambert
www.twitter.com/VSCPANews

19.
THANK YOU
very, very much!

20.
100 th
Anniversary
Virginia Society of
Certified Public
Accountants
VSCPA Social Media
The Virginia Society of CPAs CPA Café Blog RSS Feeds
(VSCPA) is now using social media The VSCPA blog is a great way Subscribe to the news you
to make it easy for you to gener- to learn about and comment on need on a variety of topics in
ate important networking con- recent VSCPA news and profes- one easy step, and receive alerts
nections and stay up-to-the-min- sional issues. that your favorite websites have
ute on VSCPA and professional new content with the VSCPA RSS
news!
Online Communities news feeds.
Packed with practice-specific
Make new relationships with
peers and colleagues, discuss
resources and opportunities to Podcasts
connect with peers, VSCPA Online Listen each week, on your com-
professional situations, get the
Communities include an RSS feed, puter or .MP3 player, to expert
absolute latest professional news,
e-mail listserve, announcements, analysis and insight into what is
recruit new talent into your firm
upcoming events and more. happening in the area of federal
or company and much more.
taxation.
Social Networking E-mail Listserves
Practice- and interest-specific Check out the “Social Media”
The VSCPA helps you Connect section of www.vscpa.com to
e-mail listserves facilitate online
with past, present and future explore these options and sign
dialogue among members. Ask
colleagues. up today!
your colleagues questions and
get helpful answers by joining a
VSCPA e-mail listserve.
Get Active!
The real value of social media will come when you “drive the bus.”
As you — Virginia CPAs — begin to post content, questions and
replies to discussions, our social media will become an invaluable
source of consultation and commentary on issues that you are
dealing with at any given moment.
Get active on VSCPA social networking to keep yourself and your
profession ahead of the game.

21.
VSCPA Online Community & Social Networking Website
Participation Guidelines
From Mashable.com…
Things to consider in following a social media policy. These tips will help you steer clear of pitfalls
and allow you to focus on what’s important: engaging the customer.
Be responsible for what you write
Oren Michels, CEO of Mashery, explains that “people tend to interpret having the ‘right’ to
express themselves online as implying a lack of consequences when they say stupid things.”
That’s not the case. Your organization and its representatives need to take responsibility for what
they write, and exercise good judgment and common sense.
“Dooced” is an Internet expression that means to lose one’s job because of things one says on
one’s website or blog. No one wants that to happen, of course, so using common sense and
being responsible is important.
Be authentic
Include your name and, when appropriate, your company name and your title. Consumers buy
from people that they know and trust, so let people know who you are.
Consider your audience
When you’re out in the blogosphere or Twitterverse or other social media channels, remember
that your readers include current clients, potential clients, as well as current/past/future
employees. Consider that before you publish and make sure you aren’t alienating any of those
groups.
Exercise good judgment
Refrain from comments that can be interpreted as slurs, demeaning, inflammatory, etc. The
Internet is full of varied opinions, and it’s okay to share yours, but you never, never, never want to
be branded a racist or narrow-minded or an unstoppable hot-head.
Employees should understand that companies can and will monitor employee use of social media
and social networking web sites, even if they are engaging in social networking or social media
use away from the office. Bottom line: good judgment is paramount regardless of whether an
employee’s online comments relate directly to their job.
Understand the concept of community
The essence of community is the idea that it exists so that you can support others and they, in
turn, can support you. You need to learn how to balance personal and professional information,
and the important role that transparency plays in building a community. Your community shouldn’t
be an environment where competition is encouraged or emphasized, but rather a platform where
your customers or users feel comfortable sharing, connecting, and receiving help.

22.
Respect copyrights and fair use
This should be a no-brainer, but just in case: always give people proper credit for their work, and
make sure you have the right to use something with attribution before you publish.
Remember to protect confidential & proprietary info
Being transparent doesn’t mean giving out the Colonel’s special 11 herbs and spices used in KFC
chicken or the recipe for McDonald’s Big Mac special sauce. Transparency doesn’t give
employees free rein to share just anything. Therefore, employees who share confidential or
proprietary information do so at the risk of losing their job and possibly even ending up a
defendant in a civil lawsuit.
Bring value
Social media will more likely pay dividends for you if you add value to your followers, readers, fan,
and users. Many use social media as a means to frame the conversation around specific issues
and make sure that our position is heard and commented on, or as a way to build buzz for
upcoming products or services.
Productivity matters
Your social media usage won’t get you very far if you don’t execute on the core competencies of
your business. Remember that in order for your social media endeavors to be successful, you
need to find the right balance between social media and other work.

23.
Getting Started in the World of Social Media
By Brian Swanson
As a new or young accountant there are a number of responsibilities and challenges on your
plate.
Much of your time is dedicated to training on regulations (such as GAAP, tax codes, etc), internal
firm processes, the studying for the CPA exam, CPE courses if you are credentialed, not to
mention the day-to-day tasks associated with client service and delivery.
And you still need to consider how you will develop your professional network.
As you know, services like accounting, auditing and tax work are relationship driven. The stronger
the relationship the more likely they are to turn to you when an issue or opportunity arises. As a
result, the challenge as you progress through your career is to meet and build strong
relationships with clients, prospects and referral partners.
It’s a straightforward strategy that seems easy enough, but is it? How are you going to manage all
the responsibilities of your position while finding additional time to spend on network
development? In the past, network development focused on being active in community
organizations, associations and other groups. This required time outside of the office meeting
people, establishing and nurturing relationships and building trust. Only once trust was
established would the contact share the details about professional issues, challenges and
opportunities. This was a very time intensive process that has to be repeated over and over again
with every contact. The task of building and maintaining a professional network to a lot of energy
and required a high level of hands on care.
The emergence of social media has transformed all that.
While you will always have to spend time going out and meeting new people at events and other
programs, there has been a change in the way relationships are developed. Social media
programs have created a process where interactions occur in real time and the entire process of
relationship development can be quickly increased. These changes are good news for young
accountants as these tools will allow them to develop relationships and create connections in
ways their predecessor could not have imagined just 10 years ago.
Social media sites like Facebook and LinkedIn are wonderful tools to drive network and
relationship development efforts. There are a number of ways to meet new people, learn about
their interests, share relevant information and ultimately develop a meaningful relationship. They
are also applications which can be used to make the process more efficient and effective.
The challenge is understanding the most effective way to use these social media tools for
relationship and network development. With so many social media tools to pick from it is difficult
to know where to invest your time and what activities will yield the highest return. It can be a time-
consuming task figuring out the best way to use these sites. As a result, outlined below are four
steps to get you started in the world of social media:
Develop an information-rich profile.
No matter what tools you decide to use, do this. Simply providing basic information about your
firm, position and where you went to school is too basic. All too often there are professionals
using these services that spend a minimal amount of time on profile development. They offer
basic information about themselves but don’t personalize it. This puts them at a disadvantage z
Source: WebCPA, www.webcpa.com/acto_news/51153-1.html
July 28, 2009

24.
because there is not enough information for others to decide if they would be appropriate in or
add value to their network. As a result, they are often not given careful consideration and
potential opportunities are missed. To avoid this add as much information as possible about
yourself. If you have have written articles, developed presentations or are involved in professional
activities or events let people know. The trick is to keep it professional. Avoid including very
personal details about your life or what you did last weekend. This is not an appropriate forum for
that information. Focus on professional interests that others might be able to relate to. If you are
an auditor who is interested in IFRS, GAAP changes, the most recent FASB pronouncement or
other issues make sure you add that information to your profile. The more people can learn about
you the greater the chances you will have something in common. The commonality will drive
interest in you and your firm.
Build your network.
Once your profile is complete it can be discouraging if at first you have a few connections. When
launching your network focus on ”real life” professional relationships you already have. Whether
this is just the professionals in your office or existing client relationships, seek them out and add
them as a connection. This will not only allow you to build your online network, but also provide
access to what groups and activities your peers and clients are involved in. To maintain inertia
whenever you meet someone new find if they have a Facebook or LinkedIn profiles. If so, obtain
permission to add them as a connection. This will help to build your network, allow you to learn
more about them, and provide another avenue of communication for relationship development.
There is a large amount of information available that you might not have otherwise discovered
from the brief meeting you initially had with the contact.
Join online groups.
There are a number of interest groups in both LinkedIn and Facebook where professionals with
common interests come together. The options include professional development, networking and
charity/special interest groups. A few examples of professional development groups include the
Employee Benefit Plan, Audit Quality Control Center group, Governmental Audit Quality Center,
Young CPA Network, and CPA Exam Candidates. There are also a number of young
professionals groups including Detroit Young Professionals, Denver Young Professionals and
Chicago Young Professionals. You can also join industry focused groups such as the Texas and
Chicago Construction Groups. In addition to joining the groups that most appeal to you,
determine which of the groups your network members belong that are appropriate for you to join
as well. This will allow you not only to stay current on the topics and issues important to you, but
also open the door to the issues and topics relevant to your network members.
Participate.
Like most things in life what you put into this is what you will get out of it. If you don’t spend much
time with Facebook or LinkedIn it is unlikely you will realize a meaningful return. There are a
number of accounting professionals who use these tools and don’t participate beyond a few
comments or discussion topics. They are likely getting very little out of social media and are
missing crucial growth opportunities. This may seem like just another demand on your time but it
is a worthwhile task. Every post, piece of information or conversation you join the more exposure
and credibility you are building with members of online groups and your network. To make it
easier, schedule some time every day or every other day to interact with your network. This does
not have to be a time consuming task but it does make sense to spend 90 minutes a week diving
into content, and interacting with members of your network. The more you interact the more
others will interact with you. This is the key to the entire process interaction, engagement and
discussion.
The value of all of these activities is that it will strategically position you with colleagues,
prospects, clients and potential referral partners. It will keep you in front of them and aware of
their interests, challenges and ongoing concerns. As a result, you will have access to critical
information that can help develop the relationship while positioning you and your firm as a
Source: WebCPA, www.webcpa.com/acto_news/51153-1.html
July 28, 2009

25.
potential solution provider.
While the task of network development and relationship building still requires you to leave the
office and spend time at events, social media can help you accelerate the time it takes to develop
these relationships. The opportunity it provides to learn about your network, develop a repertoire
and position yourself as possible solution provider is unmatched. As you progress through your
career in accounting invest time in social media. It will not only help build your network but it will
serve as a critical relationship development tool.
Brian Swanson is a partner with Flashpoint Marketing- http://www.flashpointmarketing.biz His firm
specializes in providing business development strategies and practical marketing solutions for
CPA firms. He can be reached at bswanson@flashpointmarketing.biz.
Source: WebCPA, www.webcpa.com/acto_news/51153-1.html
July 28, 2009