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Why social?
The
business
case for
social media
in an era of
epic change
Today’s agenda
 Introduction to social media
 How is it changing our world?
 The business case for social
media
 The bottom line
 Resources
Forget ROI. What’s the …
RONI?
4x = 1890
7x = 1670
Top five issues
impacting CPAs
1. Keeping up
2. Information overload
3. Doing more with less
4. Being proactive vs. reactive
5. Complexity
 37% have smartphones.
 82% use social networking sites.
 One in four uses Twitter.
 It’s not technology.
Source: Pew Internet and American Life project report
Young adults and social media
Teens and texting
• The average
American teen
sends about 2,000
text messages
each month.
And what about
CPAs?92 percent on LinkedIn
78 percent on Facebook
54 percent on YouTube
47 percent on Twitter
Why?
Connect with business associates
Keep up with family and friends
Reconnect with old friends
Identify and attract new clients
Develop your personal brand
 Hierarchy
 Command / control
 Experience curve
 Lecturer
 Push
The world is changing
From: To:
 Network
 Connect /collaborate
 Collaboration curve
 Facilitator
 Pull
What is social media?
Social filter
Broadcasting tool
Listening agent
Networker
Teacher
What is it not?
A waste of time.
“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
Social filter
Broadcasting tool
Companies that blog:
 55 percent more
visitors to their official
Web sites.
 97 percent more links
to their Web sites.
 434 percent more
indexed pages.
Broadcasting tool
Listening agent
Bill Sheridan, CAE
The Business Learning Institute
Networker
Social networking (old)
Social media (new)
A change in the way we build relationships
+
=
The new math
Teacher
Teacher
Teacher
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.”
Meet Seth.
Maddie
Jamie
$900 billion to $1.3 trillion
Questions?
Download these slides:
Slideshare.net/BillSheridan
Follow me:
 MACPA’s blog: CPASuccess.com
 Facebook.com/BillSheridan
 LinkedIn.com/in/BillDSheridan
 Twitter.com/BillSheridan
 Gplus.to/BillSheridan
 YouTube.com/BillSheridan
 SlideShare.net/BillSheridan
 Flickr.com/photos/Sheridan
Why social?

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