How one UK accountant uses Linkedin

When I write and speak about accountants and social media I always make the point that Linkedin is different. It’s the only online networking site where you can get some benefit simply by having your profile there, even if you’re not active.

But of course you can also choose to be active on LinkedIn. One accountant who does this is Andrew Diver of Beatons in Ipswich. He posted the following recently in answer to someone claiming (wrongly in my view) that LinkedIn doesn’t work for accountants. I have copied it here with Andrew’s permission:

We have had a number of successes from using Linkedin. The overwhelming message I would send is that Linkedin is not a marketing strategy in itself. It is a tool, like an e-mail account, a website, a seminar, or a networking event.

There are many strands to what we use it for. Some of them are routines others less prescribed. But it always comes back to using it to enhance the more traditional marketing techniques. 90% of our new business comes from referrals. Staying in touch with intermediaries and people who can refer work. We regularly alert these people to opportunities to save tax, deadlines and opportunities for themselves and their clients.

Moreover I believe technology has pushed the emphasis onto collaboration. Looking for opportunities for our clients, connections to be more profitable either through winning new work or reducing costs. Hence why people refer work to us, we are working hard for them too. There is a lot of weight placed by consumers into the power of social advocacy.

We also post on local groups and give guidance to local businesses. We then become a trusted source of information, and can start forging a relationship with the individuals or businesses concerned and taking the relationship offline.

I must say that I saw this as a breath of fresh air.

PS: I have written a 10,000+ word book specifically for accountants who want to use Linkedin – either actively or passively. Click here for full details>>>

By |2019-03-04T18:47:21+00:00August 22nd, 2011|Linkedin, Referrals, Social Media|

About the Author:

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


  1. Heather Townsend 22nd August 2011 at 10:09 pm - Reply

    Hello Mark,

    I totally agree with you that LinkedIn is the one social media site where you can get benefit from just by having a decent profile up. However, must folks on LinkedIn (as I found when I was researching for training for a client) don’t even have this.

    This was the post I wrote about what to put in your professional headline on LinkedIn. (One of the many posts which I wrote after doing this piece of research)

    It’s great to see an accountancy practice embracing what LinkedIn truly is – a marketing tool and communications channel – not a silver bullet.

  2. Total Books 4th November 2011 at 10:07 pm - Reply

    Hi This is very interesting.

    Could you possibly outline a few pointers on good ways to use linkedin properly. I think my profile has not been set up properly.

    I can see how it could be an excellent marketing tool for connections networking and referrals but how do I set up and use it properly. I always seem to find myself so immeresed in getting the backlog of client work in I never really have too much time to chase for the bookkeeping and accountants work that I require in the bristol area.

    My linkedin connection is :

    Maybe I can then begin to use this tool to get accounts preperation and tax work or even to advise business consultancy to my clients at total books.

    Maybe you could look at my total books website and give some pointers there.
    Buhir Rafiq

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