Social Media & Accoun/ng Student Edi/on
Tom Hood, CPA.CITP.CGMA CEO
Maryland Associa/on of CPAs Business Learning Ins/tute
Loyola University
"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
The single most important trend in the world today
The challenge is how to position our organizations for L > C
L > C�“To keep pace in your industry, let alone as a
leader, requires your rate of LEARNING to be
greater than, or equal to, the rate of CHANGE.”�
L � C�
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
MACPA’s Journey
Tom Bill
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MACPA’s Social Media Map
82,027 views
80,568 views
450 members 3,570 followers
1,251 connections
450 connections
Top 50 Business Blogs - 2011
Top Accounting Blogs – 2009, 2010, 2011
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
Success in a Connected World
Thought Leadership
35
Social Media Engages & Shares Insights
The twi\er stream from AICPA Leadership Academy
Social Media connects us to thought leaders
Real Time Focus Group
Example of using Twi\er to get immediate real /me feedback for this preso
Advice for today
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?
Three authors ReTweeted this blog post which men/oned their books…
h\p://www.cpasuccess.com/2012/01/the-‐top-‐ten-‐business-‐books-‐of-‐2011.html
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!
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
h\p://youtu.be/3nUhFut5CjM • Post preso on www.slideshare.net h\p://dld.bz/afX8M • Blog post about Beach Retreat session on www.cpasuccess.com
h\p://dld.bz/afX2K • Blog sends out tweet h\p://dld.bz/agc52 men/ons example from
class twi\er handles • Tom Peters responds h\p://dld.bz/agc5U • Emmanuel Gobillot responds on Twi\er h\p://dld.bz/agc6v • And on www.bizlearningblog.com w/ comment h\p://dld.bz/agc6C • And involved Joe Bou\e h\p://dld.bz/agc6Q • And featured by Dr. Steve Hornik (UCF – Accoun/ng)
h\p://dld.bz/agc8f
Featured our blog post
http://dld.bz/agc8f
The post was even featured in an accoun/ng educator’s “daily” distributed to his followers.
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 twi\er 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.
Twi\er during the event, slideshare & blog post-‐event
Source: www.C4LPT.co.uk
Top Ten Learning Technologies 1. Twi\er – 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.
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.
h\p://www.macpa.org/Content/25247.aspx
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
Where to from here?
“I don’t think it’s crazy to ask if your CEO is the next Mubarak” -‐ Gary Hamel
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.”
h\p://www.ibm.com/blogs/zz/en/
Five Ways to Get started… 1. Create your digital
footprint (Linked-‐In, Facebook, Google +, Twi\er, blog)
2. Start listening (use google reader and twi\er to start listening)
3. Make friends (build your network and follow on twi\er)
4. Create & Share (join the conversa/on by commen/ng, Retwee/ng, and start a blog)
5. Recognize & Reciprocate (always recognize and a\ribute other’s work)
Some star/ng points • Michelle Golden (Golden Prac/ces; h\p://goldenmarke/ng.typepad.com) • Paul Caron (TaxProf; h\p://taxprof.typepad.com) • Caleb Newquist & Adrienne Gonzalez (Going Concern; h\p://goingconcern.com) • Rick Telberg (CPA Trendlines; h\p://cpatrendlines.com) • Francine McKenna (re: The Auditors; h\p://retheauditors.com) • David Albrecht (The Summa; h\p://profalbrecht.wordpress.com) • Tax Policy Center (Tax Vox; h\p://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 h\p://blumercpas.com/blog • Kelly Phillips Erb Tax Girl h\p://blogs.forbes.com/kellyphillipserb • Tom Selling The Accoun/ng Onion h\p://accoun/ngonion.typepad.com • Jody Padar -‐ Accoun/ng Tomorrow h\p://www.accoun/ngtoday.com/acto_blog/ • Jeff Drew – Another71 (CPA Exam blog) h\p://www.another71.com/
More Resources CPA Success posts about social media h\p://www.cpasuccess.com/social-‐media/ Self-‐directed learning guide – 15 min a day h\p://www.cpalearning2.com/ Can Social Media Help You Learn? h\p://cpa.tc/sociallearn Making Social Media Work for You h\p://www.journalofaccountancy.com/Mul/media/TomHood.htm Social Media for Learning h\p://cpa.tc/sociallearn Social Media for CPAs and CEOs – interviews & stories h\p://cpa.tc/social How to Leverage Social Media – Journal of Accountancy h\p://cpa.tc/8u
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
Tom Hood, CPA.CITP CEO Maryland Associa8on of CPAs Business Learning Ins8tute (443) 632-‐2301 E-‐mail [email protected] Web hQp://www.macpa.org Blog hQp://www.cpasuccess.com Blog hQp://www.bizlearningblog.com
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