Tweet It: An Overview of How Social Media Can Enhance Your Business?
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In this presentation to the AICPA's 2016 Forensic and Valuation Services Conference, Bill Sheridan makes the business case for social media and offers some advice for how to build a successful network.
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Tweet It: An Overview of How Social Media Can Enhance Your Business?
- 1. Tweet it! An overview of how social media can enhance your business
- 2. Bill Sheridan, CAE The Business Learning Institute Polling question No. 1 What generation are you? • Silent • Baby boomers • Generation X • Millennial • Generation Z
- 3. Bill Sheridan, CAE The Business Learning Institute Polling question No. 2 What social networks do you use regularly? • Facebook • LinkedIn • Twitter • Instagram • Snapchat • Pinterest • YouTube • Other • None
- 4. Bill Sheridan, CAE The Business Learning Institute Polling question No. 3 Which social network do you use most often? • Facebook • LinkedIn • Twitter • Instagram • Snapchat • Pinterest • YouTube • Other • None
- 5. Bill Sheridan, CAE The Business Learning Institute Polling question No. 4 Does your organization allow the use of social media in the office? • Yes • No
- 6. Forget ROI. What’s the … RONI? Bill Sheridan, CAE The Business Learning Institute
- 7. Bill Sheridan, CAE The Business Learning Institute
- 8. 4x = 1890 7x = 1670 Bill Sheridan, CAE The Business Learning Institute
- 9. Top five issues impacting CPAs 1. Keeping up 2. Information overload 3. Doing more with less 4. Being proactive vs. reactive 5. Complexity Bill Sheridan, CAE The Business Learning Institute
- 10. What? Bill Sheridan, CAE The Business Learning Institute
- 11. Bill Sheridan, CAE The Business Learning Institute
- 12. “Thinking about information overload isn’t accurately describing the problem. Thinking about filter failure is.” Clay Shirky New York University new media professor, writer, and consultant Bill Sheridan, CAE The Business Learning Institute
- 13. The age of adaptation “The need to constantly adapt is the new reality for many workers.” Serial mastery These workers “are often left to figure out for themselves what new skills will make them more valuable, or just keep them from obsolescence.” Bill Sheridan, CAE The Business Learning Institute
- 14. Learn or die Sixty-five percent of children in preschool today will work in jobs or industries that do not exist today. Half of what we learn in the first year of college is obsolete by the time we graduate. Source: MacArthur Foundation Bill Sheridan, CAE The Business Learning Institute
- 15. “Learning is what most adults will do for a living in the 21st century.” -- S.J. Perelman American humorist Bill Sheridan, CAE The Business Learning Institute
- 16. Bill Sheridan, CAE The Business Learning Institute “Once you stop learning, you start dying.” Albert Einstein
- 17. Bill Sheridan, CAE The Business Learning Institute “The meaning of life is to find your gift. The purpose of life is to give it away.” Pablo Picasso
- 18. Meet Seth. Bill Sheridan, CAE The Business Learning Institute
- 19. Meet Seth. Bill Sheridan, CAE The Business Learning Institute
- 20. Bill Sheridan, CAE The Business Learning Institute
- 21. Bill Sheridan, CAE The Business Learning Institute 1. What’s my why?
- 22. Bill Sheridan, CAE The Business Learning Institute “People don’t buy what you. They buy why you do it.” -- Simon Sinek
- 23. Bill Sheridan, CAE The Business Learning Institute 2. Who owns me?
- 24. Bill Sheridan, CAE The Business Learning Institute Facebook.com/BillSheridan Twitter.com/BillSheridan LinkedIn.com/in/BillDSheridan Gplus.to/BillSheridan YouTube.com/BillSheridan SlideShare.net/BillSheridan Flickr.com/photos/Sheridan
- 25. Bill Sheridan, CAE The Business Learning Institute 3. Where do I start?
- 26. Bill Sheridan, CAE The Business Learning Institute
- 27. Bill Sheridan, CAE The Business Learning Institute 4. What do I say?
- 28. Bill Sheridan, CAE The Business Learning Institute
- 29. Bill Sheridan, CAE The Business Learning Institute 5. What should I share?
- 30. Bill Sheridan, CAE The Business Learning Institute What’s the best time to post? Source: Fast Company Slideshare.net/BillSheridan
- 31. Bill Sheridan, CAE The Business Learning Institute Don’t under-post. Don’t automate too much. Don’t put all of your eggs in one basket. Don’t be impatient. Don’t forget the visuals. And a few things NOT to do From Entrepreneur.com
- 32. Bill Sheridan, CAE The Business Learning Institute
- 33. Questions? Bill Sheridan, CAE The Business Learning Institute
- 34. Download these slides: Slideshare.net/BillSheridan Follow me: MACPA’s blog: CPASuccess.com Facebook.com/BillSheridan LinkedIn.com/in/BillDSheridan Twitter.com/BillSheridan YouTube.com/BillSheridan SlideShare.net/BillSheridan Flickr.com/photos/Sheridan Tweet it! Bill Sheridan, CAE The Business Learning Institute
Hinweis der Redaktion
- Hi, everyone – Bill Sheridan with the Maryland Association of CPAs and the Business Learning Institute. So … the business case for social media. Believe it or not, there are still some businesses out there that are debating the merits of using social media to grow their businesses. Yours might be one of them. And that’s OK. I’m the first one to admit that this stuff is hard. That it’s not easy to see what the return is. That it’s hard to see its value. And if you think that way, you’re not alone. But what I want to pass onto you today is this: It doesn’t have to be hard. There is a return. It does have value. And I’d like to make that case for you today.
- A quick look at our agenda:
- A quick look at our agenda:
- A quick look at our agenda:
- A quick look at our agenda:
- So what’s the most frequent question we hear when it comes to the business use of social media? What’s the return on investment. I hear that over and over again. And that’s a fair question. When you sink that much time and money into something, you want to make sure it pays off. And there IS a return, and we’ll get to that in a few minutes. But a good friend of ours, Reggie Henry – tech god from the ASAE – he says there’s a better question that we need to be asking ourselves: What’s the risk of NOT investing? That risk is awfully high. Here’s why.
- We’re drowning, right? Who DOESN’T feel this way these days? See, the risk is that, if we don’t find some tools that will help us deal with this tidal wave of change and complexity, we’ll never break the surface again. \ Now, we’ve always had change, but rate of change is more intense than ever. -- legislative / regulatory changes. Makes SOX look like a walk in the park. -- demographic shifts. 4 generations in the workplace. -- that leads to all kinds of leadership shifts and succession issues.
- -- biggest of all, technology shifts. Moore’s Law, developed in 1965 by Gordon Moore, co-founder of Intel. – processing speeds, or overall processing power, for computers doubles every 18 months or so. -- Aspen Intitute rate of change: As it relates to science and technology, the rate of change in the next decade is likely to be 4 to 7 times faster than in the previous decade. If it is 4 times faster, it would be like planning for today in 1890. If it is 7 times faster, it would be like planning for today in 1670. Fifteen years ago, how many of us could have wrapped our brains around concepts like Siri, or Google Glass, or driverless cars? Today’s iPhones are as powerful as Apple’s top-of-the-line laptops were 10 years ago. The latest iPad is faster than the world’s most powerful supercomputer was in 1985. Thinking about stuff like that makes me dizzy, so I’m pretty sure that whatever comes next will make my head explode. It will also turn each of our jobs upside down. Need proof? Ask a journalist, or a recording industry executive, or whoever’s in charge of the U.S. Postal Service. The day will come, I swear to God, when filing a tax return — any tax return — will be a completely automated process. What will happen to tax-pro CPAs when that day arrives? If they’re smart, they’re not waiting to find out. They’re figuring out right now how to add new value to their clients’ lives once their traditional services have become outdated and automated. If you’re not doing that future-focused work, you're putting yourself at risk of irrelevancy at best … and extinction at worst. It’s no wonder we feel overloaded.
- And CPAs? What’s keeping them up at night? These aren’t your typical technical issues. This is new stuff, and dealing with it requires a new set of tools and competencies.
- So what do we do about all of this stuff?
- Well, in the simplest terms, as Tom Hood says, we must keep our L greater than C. We must out-learn the pace of change. But again, easier said that done. What do we need in order to do that? Two things, in my mind.
- The first is better information. Consider this, from Google CEO Eric Schmidt: “Between the dawn of civilization through 2003, there were just five exabytes of information created. That much information is now created every two days, and the pace is increasing.“ Not information overload, but filter failure. So that’s the first thing we need – better information.
- The second thing we need is a mindset that’s devoted to adaptation and anticipation. Fast Company editor Robert Safian calls this era “Generation Flux,” and here’s what he means. His words: “What defines GenFlux is a mind-set that embraces instability, that tolerates—and even enjoys—recalibrating careers, business models, and assumptions. This is no simple task. The vast bulk of our institutions—educational, corporate, political—are not built for flux. Few traditional career tactics train us for an era where the most important skill is the ability to acquire new skills.” And that means connecting ourselves to as many people and resources as possible, people and resources that add value to our lives and help us learn.
- So, why are we still talking about the importance of social media? Seems like we’ve been having this conversation forever. But here’s why this is more important than ever. This is according to the MacArthur Foundation Digital Media and Learning Competitions.
- It’s critically important. And it’s a vital part of this conversation about social media.
- Put another way:
- And remember that learning is a two-way street. This isn’t just about what WE stand to learn. It’s about what OTHER people can learn from us. Learning is as much about making OTHER people smarter as it is about making OURSELVES smarter.
- And in fact, that’s a great seque to the second part this discussion – how to build your personal brand through social media. Because the BEST way to do that – the absolutely BEST way – is to make other people smarter. I don’t know how many of you have heard of Seth Godin, but he’s a really smart guy who has done an INCREDIBLE amount of deep thinking in this area. A few years ago, he wrote a book called “Linchpin.” Subtitled “Are You Indispensable?” And in this book, Seth talks about something called “the circles of gift giving.” See, Seth believes in giving stuff away – giving away our knowledge, giving away resources, adding value to other people’s lives and not expecting anything in return. THAT’S how we become indispensable. According to Seth, there are three circles of gift-giving.
- The first is a circle of true gifts – stuff we willingly share with others, most often friends, family and co-workers. Someone asks for advice for a good hotel in the area. You give that knowledge away. You invite a friend over and give her a meal. You don’t charge her for it. The second is a circle of commerce – people in this circle are willing to pay you for what you produce – your consulting services, your financial advice, the book you wrote, the widget you made. Those two circles have been with us for ever. Now, the Internet has given us a third circle, and it’s kind of a combination of the first two. It consists of people who might one day pay you for what you do – but to get to that point they first need to know you and trust you and be comfortable interacting with you. These are our social networks, the folks we follow online. Here’s a quote: “Generosity generates income.”
- That’s an entirely new business model, and it’s one that very few people are following just yet. And how do I know that? It all goes back to that tired old question: “Where’s the ROI? How come we’re not making any money on this stuff? This is worthless – I’ve been on Twitter for a week and nobody’s bought anything yet.” Social media is that third circle. We’re not supposed to sell anything there. That’s where we give away stuff. Share what we know. Add value to people’s lives. Build trust, and credibility, and relationships. Then, maybe we start to move some folks over to the second circle, which is where commerce takes place. But ROI? There is no ROI in social media. Not if you do it right. The most important thing we can do to build our brand today is to give away the stuff we know, to make other people smarter.
- For openers, let’s channel Simon Sinek, always start with why – why are you doing this?
- So, “What do you stand for?” -- What’s your niche? -- What are you passionate about? -- What’s the power of YOU? Once you figure those things out, your strategy in the social space starts to become crystal clear.
- And that brings us to the second question: Who owns me? Your answer had better be, “I do.”
- Do you own your name across all platforms? BillSheridan.com? Facebook.com/BillSheridan? Twitter.com/BillSheridan? If not, can you get them for a reasonable price? “If you don’t own your own name, then you’re leaving your online reputation in the hands of someone who does.” — Sam Richter, Social Media Today My problem is with the current linebackers coach of the Detroit Lions, whose name also happens to be Bill Sheridan. He has destroyed my Google rankings. But I’m doing the best I can. The point is, be consistent – or as consistent as possible. It’ll make it much easier for people to find you across platforms, and it’s much more search-engine friendly.
- Question No. 3 is, Where do I start? And that is usually, means, whom do I follow?
- Step 2: Follow some folks. Here are just a few suggestions to get you started. Then – and this is the important part – look at who THEY’RE following. Chances are, if you like what they folks are doing socially, you’re going to like what their followers are doing, too.
- And that brings us to Question No. 4 – What do I say? The answer, at least initially, is “Nothing.”
- Think of social media as a big cocktail party. And what do you do when you first arrive at a cocktail party? You don’t pull out a megaphone and start announcing to the world how great you are, do you? No, you go to the bar, grab a drink, then sidle up to a group of folks and listen to what they’re saying. If you like what you’re hearing, you join the conversation and share a few thoughts of your own. If you don’t, you head over to the next group … and listen to what THEY’RE saying. And remember: The keyword in the phrase “social media” is “social.” You will get nothing in return if you don’t first GIVE something to your followers. Give value first – content, advice, information, answers, feedback. Be social. Give more than you get. That builds trust, and THAT will convince folks that you know what you’re talking about. That builds your personal brand. People who do nothing but promote themselves never build that trust. Another great way of building your brand is to leverage the wisdom of crowds through social Q&As. -- LinkedIn Answers -- Quora -- Yahoo Answers All of these sites reward knowledgeable users who promote their expertise by answers others’ questions.
- Now, to question 5: What should I share? The answer, of course, is, “Anything of value. Filter, filter, filter
- A great way of building up your list of followers quickly is by “power following.” Find an influencer in your area of expertise, and look at who he or she is following. Let’s take Tom Hood as an example: