Why is social media important for CPAs? and how can accounting students jumpstart their careers by developing their own brand and set of digital footprints? Tom Hood discusses the latest trends and uses with an accounting class at Loyola University (Baltimore).

1. Social
Media
&
Accoun/ng
Student
Edi/on
Loyola
University
Tom
Hood,
CPA.CITP.CGMA
CEO
Maryland
Associa/on
of
CPAs
Business
Learning
Ins/tute

4. The single most important trend in the world today
"It starts with the fact that globalization and the
information technology revolution have gone to a whole
new level. Thanks to cloud computing, robotics, 3G
wireless connectivity, Skype, Facebook, Google,
LinkedIn, Twitter, the iPad, and cheap Internet-enabled
smartphones, the world has gone from connected to
hyper-connected.”
- Thomas Friedman NY Times author
The World is Flat

6. The challenge is how to position
our organizations for L > C
“To keep pace in your
L>C
industry, let alone as a
leader, requires your rate
of LEARNING to be
greater than, or equal to,
the rate of CHANGE.”

7. Why
students
should
care
about
Social
Media
“In-­‐forming
is
the
individual
person's
analog
to
open-­‐sourcing,
outsourcing,
insourcing,
supply-­‐chaining,
and
offshoring.
Informing
is
the
ability
to
build
and
supply
your
own
personal
supply
chain—a
supply
chain
of
informa8on,
knowledge,
and
entertainment.
In-­‐
forming
is
about
self-­‐collabora8on—
becoming
your
own
self-­‐directed
and
self-­‐
empowered
researcher,
editor,
and
selector
of
entertainment.
–
Thomas
Friedman

8. Bill
Tom
MACPA s Journey

9. MACPA’s Social Media Map
82,027 views
1,251 connections
450 connections
80,568 views
3,570 followers
450 members
Top Accounting
Blogs – 2009, 2010, 2011
Top 50 Business Blogs - 2011 34

10. Ten
things
to
know
about
Social
Media?
1. Thought
Leadership
(Jody
Padar
example)
2. Engagement
with
more
members
and
shared
insights
(AICPA
Leadership
Academy)
3. Real
Time
Focus
group
4. Communica/on
and
connec/ng
your
organiza/on
(Marrio
Story
&
MACPA
CFO
Conference)
5. MACPA
uses
of
social
media
6. The
Power
of
Blogging
7. Case
Studies
(Connec/ng
to
Thought
Leaders,
Connec/ng
to
Members
–
Books,
MACPA
Beach
Retreat
&
NE
CPE
Conference)
8. Top
Ten
(Social)
Learning
Technologies
9. Risk
Management
10. It
is
bigger
than
you
think
–
Social
Business

11. Success
in
a
Connected
World

12. Thought
Leadership

13. Social
Media
Engages
&
Shares
Insights
The
twier
stream
from
AICPA
Leadership
Academy
35

14. Social
Media
connects
us
to
thought
leaders

15. Real
Time
Focus
Group
Example
of
using
Twier
to
get
immediate
real
/me
feedback
for
this
preso

16. Advice
for
today

17. The
Marrio
Story
“Bill’s
blog
makes
me
feel
connected
to
the
organiza7on
in
a
way
I
had
not
felt
before.
I
feel
more
informed
and
closer
to
the
organiza7on
than
ever
before.”
–
from
a
Marrio
Finance
Team
member
during
an
MACPA
Professional
Issues
update
at
their
HQ
in
Bethesda,
MD
].
What
if
you
could
keep
your
organiza/on
informed
and
inspired
by
your
thoughts?

18. Three
authors
ReTweeted
this
blog
post
which
men/oned
their
books…
hp://www.cpasuccess.com/2012/01/the-­‐top-­‐ten-­‐business-­‐books-­‐of-­‐2011.html

19. Case
Study
–
MACPA
Beach
Retreat
The
next
three
slides
show
the
way
you
can
use
social
media
to
engage
a
broader
audience
and
create
a
resource
for
par/cipants.
1. Post
preso
on
www.slideshare.net
2. Embed
it
and
other
resources
and
links
in
your
blog
post
3. Tweet
it
out
and
use
the
@name
of
people
men/oned
4. Let
the
conversa/on
con/nue!

20. Follow
the
links
How
social
media
can
be
used
for
leadership
&
learning
• Live
session
at
MACPA
Beach
Retreat
• Video
interview
w/
Emmanuel
Gobillot,
author
of
Leadershim
hp://youtu.be/3nUhFut5CjM
• Post
preso
on
www.slideshare.net
hp://dld.bz/afX8M
• Blog
post
about
Beach
Retreat
session
on
www.cpasuccess.com
hp://dld.bz/afX2K
• Blog
sends
out
tweet
hp://dld.bz/agc52
men/ons
example
from
class
twier
handles
• Tom
Peters
responds
hp://dld.bz/agc5U
• Emmanuel
Gobillot
responds
on
Twier
hp://dld.bz/agc6v
• And
on
www.bizlearningblog.com
w/
comment
hp://dld.bz/agc6C
• And
involved
Joe
Boue
hp://dld.bz/agc6Q
• And
featured
by
Dr.
Steve
Hornik
(UCF
–
Accoun/ng)
hp://dld.bz/agc8f

22. The
post
was
even
featured
in
an
accoun/ng
educator’s
“daily”
distributed
to
his
followers.
http://dld.bz/agc8f
Featured
our
blog
post

23. Social
Media
to
engage
&
connect
at
the
NE
CPE
conference
Another
example
of
using
social
media
to
engage
a
broader
audience.
In
this
case
I
used
twier
to
get
feedback
from
CPAs
about
the
use
of
social
media
in
learning.
It
also
informed
CPAs
about
the
NE
CPE
Conference
so
they
“heard”
that
we
were
working
hard
to
improve
the
learning
for
them.
The
followed
up
with
a
blog
post
about
the
event
and
got
more
engagement
with
comments
from
the
group.

24. Twier
during
the
event,
slideshare
&
blog
post-­‐event

25. Top
Ten
Learning
Technologies
1.
Twier
–
micro-­‐upda/ng
tool
2.
YouTube
–
video
hos/ng
and
sharing
tool
3.
GoogleDocs
–
online
collabora/on
tool
4.
Delicious
–
social
bookmarking
tool
5.
Slideshare
–
presenta/on
hos/ng
and
sharing
tool
6.
Skype
–
instant
messaging
and
VoIP
call
tool
7.
Google
Reader
–
RSS
feed
reader
8.
Wordpress
–
blogging
tool
9.
Facebook
–
social
networking
site
10.
Moodle
–
course
management
system
Social
Learning
is
quickly
emerging
as
a
major
use
of
social
media
and
a
way
to
engage
deeper
with
our
members
and
par/cipants.
Source:
www.C4LPT.co.uk

26. Risk
Management
Don’t
let
this
happen
to
you
This
is
the
biggest
fear
of
social
media.
You
can
mi/gate
this
fear
with
training
and
a
good
policy.
MACPA’s
social
media
policy
incorporates
the
Code
of
Ethics
of
the
CPA
Profession
and
our
State
Board
of
Accountancy
into
the
best
of
breed
policy
from
IBM.
On
the
next
slide.

27. hp://www.macpa.org/Content/25247.aspx

28. It’s
Bigger
Than
You
Think
–
Social
Organiza/ons
From:
To:
Hierarchy
Network
Command
&
Control
Connect
&
Collaborate
Experience
Curve
Collabora/on
Curve
Lecturer
Facilitator
Push
Pull

29. Where
to
from
here?
“I
don’t
think
it’s
crazy
to
ask
if
your
CEO
is
the
next
Mubarak”
-­‐
Gary
Hamel

30. Are
you
a
social
business?
“A
Social
Business
isn’t
just
a
company
that
has
a
Facebook
page
and
a
TwiMer
account.
A
Social
Business
is
one
that
embraces
and
cul7vates
a
spirit
of
collabora7on
and
community
throughout
its
organiza7on—both
internally
and
externally.”
hp://www.ibm.com/blogs/zz/en/

31. Five
Ways
to
Get
started…
1. Create
your
digital
footprint
(Linked-­‐In,
Facebook,
Google
+,
Twier,
blog)
2. Start
listening
(use
google
reader
and
twier
to
start
listening)
3. Make
friends
(build
your
network
and
follow
on
twier)
4. Create
&
Share
(join
the
conversa/on
by
commen/ng,
Retwee/ng,
and
start
a
blog)
5. Recognize
&
Reciprocate
(always
recognize
and
aribute
other’s
work)

32. Some
star/ng
points
• Michelle
Golden
(Golden
Prac/ces;
hp://goldenmarke/ng.typepad.com)
• Paul
Caron
(TaxProf;
hp://taxprof.typepad.com)
• Caleb
Newquist
&
Adrienne
Gonzalez
(Going
Concern;
hp://goingconcern.com)
• Rick
Telberg
(CPA
Trendlines;
hp://cpatrendlines.com)
• Francine
McKenna
(re:
The
Auditors;
hp://retheauditors.com)
• David
Albrecht
(The
Summa;
hp://profalbrecht.wordpress.com)
• Tax
Policy
Center
(Tax
Vox;
hp://taxvox.taxpolicycenter.org)
• Tax
Founda/on
(Tax
Policy;
www.taxfounda/on.org
/blog)
• Tom
Hood
and
Bill
Sheridan
(CPA
Success;
www.cpasuccess.com)
• Blumer
CPAs/THRIVEal
hp://blumercpas.com/blog
• Kelly
Phillips
Erb
Tax
Girl
hp://blogs.forbes.com/kellyphillipserb
• Tom
Selling
The
Accoun/ng
Onion
hp://accoun/ngonion.typepad.com
• Jody
Padar
-­‐
Accoun/ng
Tomorrow
hp://www.accoun/ngtoday.com/acto_blog/
• Jeff
Drew
–
Another71
(CPA
Exam
blog)
hp://www.another71.com/

33. More
Resources
CPA
Success
posts
about
social
media
hp://www.cpasuccess.com/social-­‐media/
Self-­‐directed
learning
guide
–
15
min
a
day
hp://www.cpalearning2.com/
Can
Social
Media
Help
You
Learn?
hp://cpa.tc/sociallearn
Making
Social
Media
Work
for
You
hp://www.journalofaccountancy.com/Mul/media/TomHood.htm
Social
Media
for
Learning
hp://cpa.tc/sociallearn
Social
Media
for
CPAs
and
CEOs
–
interviews
&
stories
hp://cpa.tc/social
How
to
Leverage
Social
Media
–
Journal
of
Accountancy
hp://cpa.tc/8u

34. Recommended
Reading
• The
Corporate
Blogging
Book
by
Debbie
Weil
• Crush-­‐It
by
Gary
Vaynerchuk
• The
Whuffie
Factor
by
Tara
Hunt
• Here
Comes
Everybody
by
Clay
Shirky
• Social
Media
Strategies
for
Professionals
and
Their
Firms
by
Michelle
Golden
• Switch:
How
to
Change
When
Change
is
Hard
–
Chip
&
Dan
Heath
• Escaping
Velocity
by
Geoffrey
Moore

35. Follow
me
on:
Tom
Hood,
CPA.CITP

Twier:
hp://www.Twier.com/tomhood
CEO

LinkedIn:
hp://www.linkedin.com/in/tomhood
Maryland
Associa8on
of
CPAs
Business
Learning
Ins8tute

Facebook:
hp://www.facebook.com/thoodcpa
(443)
632-­‐2301
 Plaxo:
hp://tomhood.myplaxo.com
E-­‐mail
tom@macpa.org
Web
hQp://www.macpa.org
 Slideshare:
hp://www.slideshare.net/thoodcpa
Blog
hQp://www.cpasuccess.com
 Youtube:
hp://www.youtube.com/thoodcpa
Blog
hQp://www.bizlearningblog.com
 Second
Life
avatar
name:
Rocky
Maddaloni