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For CPAs

By Dave Hogan, APR, CFPFor Davis Kinard & Co. Pc

Abilene, TexasJune 17, 2011

Today’s objectives• Better understanding of LinkedIn’s role as a

professional social media network

• How LinkedIn can benefit you and the firm

• Four special tips for making your LinkedIn page stand out and reflect a highly polished image

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Communicating used to be easier

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Growth of social mediaLinkedIn is part of a worldwide phenomenon; social media was an unknown concept just a

decade ago

and both launched in 2003

began in 2004

introduced in 2005

launched in 2006

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LinkedIn’s rapid growth More than 100

million members in more than 200 countries

Executives from all of the Fortune 500 companies found on LinkedIn

More than 1 million company pages

LinkedIn’s successful IPONYSE – May 2011

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If LinkedIn is so successful …

Then how come nobody knows the CEO’s name?

Why hasn’t anyone made a movie about it yet?

How come Lady Gaga doesn’t have a page?

Why haven’t members of Congress shared racy photos on LinkedIn?

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LinkedIn is a different kind of social network

LinkedIn is for business associates and clients, whereas Facebook is primarily for friends and family

The tone of LinkedIn is more professional

LinkedIn has high acceptance and credibility

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Benefits

• Establish your professional ID or personal brand

• Network with clients, other professionals

• Build the firm’s reputation and raise its visibility

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Getting started with LinkedIn

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Your photo

• Your photo helps people find you• Keep it professional (this isn’t Facebook)

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Tip # 1: Schedule a photo day at the office

• Schedule a professional photographer to set up a studio at the firm and shoot everyone’s photo on the same day

• Ensures consistent quality and uniform style for all employees’ LinkedIn photos

• Use photos elsewhere – Website, e-newsletter and for media publicity

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Your headline

• Use headline to build your personal brand• Don’t just list your job title• Think strategically and be specific

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Employment, education

• Adding current and past employment and education will help you expand your connections and help people find you more easily

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Websites, blogs and social media links

• Add links to company or personal websites, blogs and social media services such as Twitter

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Tip # 2: Personalize your website addresses

• LinkedIn assigns generic names to websites, such as “company website.”

• Edit website names to be more specific, such as “Davis Kinard & Co. website.

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Public profile

• Promote your LinkedIn presence by adding the public profile link to your email signature, business cards and promotional materials.

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Tip # 3: Change your public profile hyperlink

• LinkedIn issues a long URL address that is difficult to use and remember

• Personalize your public profile in the “Edit Profile” screen and create a new, shorter address that includes your name

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Your Summary section

• Summary section is where you can highlight your special skills and interests. Be strategic!

• The summary can be in narrative (paragraphs) or outline (bullet points) format

• Proofread carefully to maintain credibility, quality21

Start connecting!• Your “friends” or “followers” on LinkedIn are called

“connections.”

• Proactively search for new connections and continue to grow your list

• Connect with co-workers, former co-workers, friends in the industry, clients and prospects, other professionals in town, experts in your field, college classmates.

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Levels of connections

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Going to the next level with LinkedIn

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Status updates

• Include status updates when you attend a conference, participate in a “lunch and learn” CPE event, write a published article, give a speech, win an award, etc.

• Also use status updates to link to interesting articles you have read elsewhere.

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Tip # 4: Update your status frequently

• Update your status often, at least monthly, to keep your profile fresh

• Your “connections” on LinkedIn receive a message every time you update your status, so this keeps you top of mind with them

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Using LinkedIn Groups

• Joining Groups establishes your professional identity and credentials

• Joining Groups expands your networking possibilities

• Joining Groups lets you participate in industry discussions

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Example of Group discussion

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Example of Group discussion

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Types of Groups• Professional organizations: AICPA, state CPA

societies, practice groups, etc.

• University alumni and business school associations

• Past employers alumni groups

• Personal interests: Golf, sports, travel

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Nearly 1,500 accounting Groups on LinkedIn

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Blog and Twitter links• Include recent blog posts or tweets on your

LinkedIn public profile

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Links to presentations• Include links to your PowerPoint presentations

or PDFs on your LinkedIn public profile using Slideshare.net or Google Presentations.

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Other applications• Reading lists

• Answers

• Events

• Collaboration

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For more information• Visit the LinkedIn learning center:

http://learn.linkedin.com/

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For more information

• Visit LinkedIn’s channel on YouTube:http://www.youtube.com/user/LinkedIn?blend=1&ob=5

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For more information

• Join SocialCPAs on LinkedIn:

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About the speaker

E-mail: dahogan@yahoo.com

Linkedin: http://www.linkedin.com/in/dahogan76

Twitter: http://www.twitter.com/dahogan

Slideshare: http://www.slideshare.net/dahogan