The new No. 1 reason CPAs should be using social media is to keep their L >= C — to keep their rate of learning greater than the rate of change. Period.
Yes, marketing and branding are great reasons to use social media. Increased communication to customers and employees is another great reason. But I would suggest learning is the next big thing with social media.
CPAs are in the knowledge business and their “inventory” is becoming obsolete faster than ever. Formal training events are not adequate to stay up with the profession alone, much less than their client's or their organization's industries. Social media can be a powerful value-added filter that can help you stay ahead of the waves of change.
Here at CPA Success, Bill and I have been exploring how social media can be used as a powerful tool to keep up with change and to out-learn your competition. Think about L>C, where C = competition. Do you need to stay ahead of your competition?
Jane Hart outlines eight ways people can work smarter in her blog post titled, Social Media and the Smart Worker. I think this explains what I mean by using social media to out-learn your competition. Here they are:
Here is my take on why CPAs should be embracing social media:
Along the way, we have found some kindred spirits leading this new frontier who have inspired us to explore and report to you what we are finding — Jane Hart and Clarke Quinn and the Internet Time Alliance, and Marcia Connor and Tony Bingham and Jane Bozarth, to name a few. And we can't forget Debbie Weil, our blog coach who got us started.
You can get more information and real-life examples (including Twitter handles for these thought leaders) from our post titled, Can social media help you learn?.
Here are some resources to get you started, including interviews and posts with these thought leaders:
Books worth reading on social learning and working smarter:
Learn more with training from our Business Learning Institute:
Contact Pam Devine at the Business Learning Institute for information on how to bring these to your organization.
If your organization is struggling with how to safely spread social media in their organization, start with a good policy. Here is ours, adopted form best practices and linked to the CPA Code of Conduct (and you should link to your firm/organization's vision, mission and values).
So what do you think? Can you use social learning to keep your L > C?