Why consistency is important on social media

Most accountants who become active on social media do so in the hope of attracting more clients.

If this is your intention or you want to evidence your credibility, I suggest that you adopt a consistent business focus across your websites, blogs, online networking and contributions to business forums. It also helps to show that you’re a real person with more to your life than accountancy and tax – although you should try to avoid a situation where there are conflicting views of who you are and what you do – as this causes confusion.  I know. I confuse people!

Careless status updates and tweets can damage your reputation if they suggest a very different level of activity and focus as distinct from your website.

  • One accountant claiming to have quickly established a busy practice routinely posts status updates that suggest he has very little work and perhaps is not the start-up success he claims to be.
  • Another accountant tries to use Twitter to highlight his expertise as a tax adviser. This might have been a good idea, except that his website highlights his expertise is only in the area of corporate finance. In practice he is simply using an automated tool (badly) to promote his services. He doesn’t engage online and is only tweeting ‘adverts’. This is generally regarded as a pointless tactic – whether on twitter, Linkedin, on business forums or on blogs.

These are just two examples from many I have noted online. Please share any others that you have seen or that you would like to warn readers about.

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By |2012-08-17T09:23:02+00:00August 17th, 2012|Blogging, Linkedin, Reputation, Social Media, STANDING OUT|

About the Author:

Mark Lee FCA is an accountancy focused futurist, influencer, speaker, mentor, author and debunker.

2 Comments

  1. Su Butcher (@SuButcher) 17th August 2012 at 1:42 pm - Reply

    Hi Mark,
    I heard a rather disturbing example recently in the construction sector.

    Many construction companies have to submit prequalification questionnaires as part of a tender process to become a contractor on a project, and this often means profiles of the team members who will be running the job.

    One contact of mine was working for a company running such a tender, and they used Linkedin to check out the proposed team members for each applicant.

    One of the team leaders had a Linkedin profile which blatently contradicted the profile submitted in the prequalification questionnaire… result? Severe brand damage, loss of place in shortlist, you name it.

    Consistency online is essential, and it is important for companies to realise that what their employees publish online should be guided by clear policies and effective training, before you lose a job over it.

  2. Debbie Leven 22nd August 2012 at 11:50 am - Reply

    Hi Mark

    You make some really interesting points. I think social media is about authenticity and being meaningful – sharing information, interacting and, not least, helping. As you say, if you aren’t consistent in your approach then that gets found out.

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