Association for Accounting Marketing Social Media Survey

August 2010

Methodology The Social Media Survey was emailed in to 754 current AAM members on August 9, 2010. These results will be used for a social media article in the September/October issue of MarkeTrends. An email with a link to the survey was sent by AAM Headquarters. No incentive was used. As of August 16, 2010, a total of 189 of the questionnaires had been completed for a response rate of 25.1%. The following pages contain the results of this survey. Survey Emailed: August 9, 2010 Survey Closed: August 16, 2010 Total Emails: 754 Responses: 189 Response Rate: 25.1%

Please check the box(es) which apply to your firm.

(Total equals more than 100% due to multiple responses)

Do you have a personal Facebook page?

Does your firm have a Facebook page?

Why has your firm chosen not to create a Facebook page?

Why has your firm chosen not to create a Facebook page? (verbatim response)

• Because of viruses.

• Facebook has been deemed more of a social-based media and although applications for consumer-based businesses may be appropriate, professional services or B2b business does not fit the model, especially when privacy and other risks are considered.

• Facebook is for personal use.

• Have been redesigning our website, not sure of the value but have tossed around the idea and probably will create FB page.

• Lack of understanding where it fits into our business model. Lack of resources to manage it.

• More personal in nature.

• Not enough time to maintain it.

• Not sure about taking that step and if we could maintain it well enough; have also heard horror stories about trying to delete an account once created.

• Not sure how we'll proceed.

• Our firm does not permit staff to use Facebook during office hours pending a social media policy.

• Our IT consultant has blocked Facebook for security and productivity reasons.

• Security.

• Still deciding if this venue is right for our firm.

• The firm has very strict internet use policies, and we do not want to open up Facebook use for our staff at this time.

• The pseudo business applications of these sites are frivolous. These are SOCIAL networks.

• Too hesitant and not sure of the value in our smaller market. Too many personal uses at this time. We had to block the access.

• Too susceptible to viruses.

• We are considering creating a Facebook page for recruiting purposes.

• We are trying to determine still if there is value in doing so.

• We do not see the value and we see many potential risks as Facebook is better geared for personal use.

• We have more pressing issues at this time. We hope to visit this issues over the next year.

Your firm's Facebook page is used for: (check all that apply) (Total equals more than 100% due to multiple responses)

Your firm's Facebook page is used for: (verbatim response)

• Branding and community building.

• Branding, SEO.

• Event announcements, media release/news.

• I don't know.

• Just a presence more than anything else.

• Member services.

• Not active.

• Not much right now - just a static page.

• Our Facebook page was just created so everything is still in process. I am hoping to use it for all of the above. Sometimes I find difficulty getting everyone to embrace social media.

• Promoting company news, information and events.

• SEO.

• SEO - links back to our web page.

• We developed our firm Facebook page because it's a requirement in our social media policy that team members who have identified themselves as an employee "like" or "follow" our company page so we can view their page/posts.

• We have not invested in this social media option - except to have a page with brief posts.

• We have one, but currently it's limited access, and we do not update it very often.

My firm's Facebook page has...

Has your firm experienced Facebook security or content problems?

Has your firm experienced Facebook security or content problems? (verbatim response)

• No, but there is concern that we will be exposed.

• Please note that our FB page is new, so ROI can't be calculated yet and we haven't been hit w/ security issues.

• We had a virus that came in to the office and had to suspend use for a short while.

• While we haven't experienced any content problems we are experiencing problems with the auto feed from our website/blog.

Do you have a personal blog outside of your firm?

Do other members of your firm participate in writing for another organization's blog?

Does your firm have a blog?

Why has your firm chosen not to create a blog?

Why has your firm chosen not to create a blog? (verbatim response)

• BLOGS are for pontificating without recourse, not valuable business acumen with real repercussions.

• Concerns over the legal ramifications of such a "casual conversation" type communication (i.e. limited technical review, etc.)

• Developing a firm blog is a high priority for our firm and is a part of our social media strategy which we are launching in various phases throughout the year.

• Doesn't fit into our business model. No resources to manage it.

• Firm is concerned with liability.

• For liability reasons.

• Interested in learning more; unsure how to start.

• It's difficult to find someone who will commit to the blog.

• Lack of resources/time/talent.

• Most apply here, no perceived value, no resources to both supply content or monitor, etc.

• Multiple - they don't see the value, no one committed to writing it, concerned with legality issues

• No one has the time right now to put together a blog.

• Not a priority, would have to find those willing to supply content.

• Not sure about the risk factors yet.

• Not sure of its benefits at this time

• Nothing has been discussed. However, there is an issue with marketing/bd employees writing negatively about colleagues or the firm in their personal blogs.

• One of our senior managers has a construction industry blog.

• Risk.

• Risks.

• Since we don't have feeling for benefit, we have not assigned staff hours available to provide content.

• Still working on them.

• We have started with an internal blog.

• We want to spend our time on other activity.

• Would be too time consuming.

My firm blogs for the following business reasons: (check all that apply)

(Total equals more than 100% due to multiple responses)

My firm blogs for the following business reasons: (verbatim response)

• CEO blog on our intranet site (not available externally).

• Industry expertise.

• Search engine optimization

• Segment Specific Information.

• Showcase our expertise.

• Thought leadership.

• Value added.

• We are also just entering the blogging community so it is tough to gauge what it will be used for. My personal blog is to keep others updated on what the firm is doing.

My firm's blog has...

Who provides content for the firm's blog?

Who provides content for the firm's blog? (verbatim response)

• All apply to include some 3rd party content.

• All of the above.

• All of the above and trusted vendors.

• All team members.

• All team members of the firm provide blog posts to one of the firm's 6 blogs.

• Blog used for article distributions. Content provided by both marketing, partners and staff if applicable. Answer only allowed for one choice.

• Created a blog team - 8 people blog at all levels.

• Everyone.

• Everyone in the firm contributes to the blog.

• Firm marketing staff ghostwrites after interviewing partners/staff.

• Firm professionals and marketing staff.

• HR Director.

• Many people at our firm contribute to our blogs .. they are at all levels.

• Marketing staff, partners, and firm staff.

• Partners & other firm staff.

• Partners and managers provide content.

• Partners and marketing (BD) staff.

• Staff, partners and marketing.

What percentage of your firm's staff has their own LinkedIn account?

Does your firm have a LinkedIn account?

Why has your firm chosen not to have a LinkedIn account?

Why has your firm chosen not to have a LinkedIn account? (verbatim response)

• Again, our IT consultant has blocked LinkedIn.

• No one to monitor and properly use.

• Not high on the list of priorities.

• Pending a social media policy - some firm members are on LinkedIn and some not - company page needs to be developed.

• This “professional resume” site is bastardized SOCIAL network.

• Viruses.

My firm uses LinkedIn for the following business reasons: (check all that apply)

(Total equals more than 100% due to multiple responses)

My firm uses LinkedIn for the following business reasons: (verbatim response)

• Another tool to get information on the firm out to our referral sources, contacts and clients by utilizing the Network Updates, groups and e-messages.

• Branding.

• Company news, information and promotion of events.

• Have not done.

• Helping clients find connections.

• I think they have it because they know they "need" to, but no one is really using it in a proactive way.

• Member services.

• Networking, research on people or prospects, promotion of events.

• Not really using it at all, bios have been created but no one (me included) updates.

• Research.

• Research, competitor updates, marketing, obtaining information.

• Search engine optimization.

• SEO.

• To nurture referral sources.

• Visibility of partners and firm. SEO.

• We don't use it.

• We have a LinkedIn account but are not using it for anything

• We intend to use it more in the next year or so.

My firm's LinkedIn efforts have...

Does your firm have a paid LinkedIn account?

Do you have a personal Twitter account?

What percentage of your firm's partners and/or staff has personal Twitter accounts?

Does your firm have a Twitter account?

Why has your firm chosen not to have a Twitter account?

Why has your firm chosen not to have a Twitter account? (verbatim response)

• Does not fit with our business plan.

• Don't know.

• Doubt we will create a twitter account.

• Evaluating whether we should do this - in early stages.

• Focusing on Facebook and LinkedIn for the short term.

• Haven't researched it enough to know yet.

• May or may not create an account.

• My personal Twitter account is use as a firm account, I only use Twitter for Firm PR.

• Need to establish LinkedIn & Facebook presence first.

• Never been discussed.

• No one has mentioned this one.

• Not ready to address issue at this time.

• Security, usefulness, value and potential time waster.

• Taking a wait and see attitude before doing this, to see how it can benefit us.

• The value may be there; the ROI and opportunity cost is the challenge.

• Twitter is a stream of consciousness not a thoughtful business discussion.

• Twitter is part of our social media strategy which we will launch shortly.

• We have created an account, but do not currently use it. It has to be updated regularly, which can be time-consuming and we have noticed that our client base and prospective clients do not use Twitter.

• We have staff who unofficially tweet info for the firm.

My firm uses Twitter for the following business reasons: (check all that apply)

(Total equals more than 100% due to multiple responses)

My firm uses Twitter for the following business reasons: (verbatim response)

• Just started our Twitter account as well. I am hoping to link blogs to it.

• Keep up with news.

• Many regions or industries have accounts. We have "official" firm Tweeters.

• Minimal commitment.

• No idea.

• Promote regional events.

• SEO.

• Thought leadership.

My firm's Twitter efforts have...

Who posts "tweets" on behalf of your firm?

Who posts "tweets" on behalf of your firm? (verbatim response)

• All apply.

• BD person, one partner and one staff.

• I do along with other staff members.

• I do, as well as one other staff person (non-marketing).

• Linked to blog.

• Me and one partner tweet on behalf of our firm.

• Myself (marketing director) and another marketing staff person avg. 2.5 hrs a week spent on all social media.

• Other marketing staff.

• PR Firm.

• Recruiting.

• We have not posted "tweets".

Does your firm have a YouTube account?

Why has your firm chosen not to have a YouTube account?

Why has your firm chosen not to have a YouTube account? (verbatim response)

• Did not know there was such a thing.

• Doubt we will create this type of account.

• Had not even thought about it.

• Have no video to post.

• Haven't had a use for it yet. We are posting our first videos to our blog, but not using YouTube.

• I am the first sales and marketing person here. I am trying to implement social media but it is going to take a while. I want to use YouTube for presentations and advertising.

• I haven't researched yet to know the value.

• I'm not aware of the YouTube account.

• In process of investigating.

• It is not a part of the current needs as we've assessed, but we're open to use in the future if applicable.

• IT prohibits you tube use and therefore will not endorse the firm use.

• May consider in the future.

• Never been discussed.

• No content right now.

• No one in-house to take on this role.

• Not a priority yet, we do not have the equipment/time allotted for creating videos.

• Not enough hours in the day

• Not in the budget to produce quality videos.

• Not priority right now.

• Not really assessed. Can't see a fit with our business model at this time.

• Not sure which way we are going - value in video for sure.

• Not sure, but we haven't had a need yet.

• Security.

• Still evaluating.

• The video we have available to post is not something we want to share openly.

• Unsure about the value of YouTube - also seems to be an obstacle with having to video content.

• Utilize video on YouTube from a supporting firm.

• U-tube was created to be and is entertainment.

• Very limited comfort level with video.

• We are investigating still.

• We do not have content at this time to support a YouTube channel.

• We have not created any videos to date.

• We have not yet established whether or not it is of value to us. Chances are, we will eventually.

• We have other means of serving up video.

• We have other more pressing projects to get us up to speed before YouTube, Twitter, etc.

• We haven't created any content that we would put out in video form on YouTube, but might create an account if we did.

• We haven't even looked into it. Cost of producing quality videos is an issue.

• We haven't had a reason to make a video, nor do I think our staff is comfortable in front of the camera.

• We use Video for professional-like videos and testimonials. We will most likely upload more videos to YouTube once we have a consistent stream

My firm uses YouTube for the following business reasons: (check all that apply) (Total equals more than 100% due to multiple responses)

My firm uses YouTube for the following business reasons: (verbatim response)

• Industry and sports marketing.

• Not yet used but plan to for recruiting.

• Search engines.

• SEO.

• We are new to YouTube and only have one video on their so far that we have incorporated into our website.

My firm's YouTube efforts have...

Does your firm integrate YouTube into other communications efforts (website, email, etc.)

Does your firm use any of the following social media tools? (check all that apply)

(Total equals more than 100% due to multiple responses)

Does your firm use any of the following social media tools? (verbatim response)

• ning; wordpress; hubstreet.

• None at this time - but we are researching various social media tools.

• Not sure.

• These are not so much the firm as they are for individuals (myself included).

• TweetDeck, Twellow.

• We have a "share" function on our website that allows anyone visiting to use over 260 different tools.

• Working on a Mobile Website.