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  

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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  tom@macpa.org  Web  hQp://www.macpa.org  Blog  hQp://www.cpasuccess.com  Blog  hQp://www.bizlearningblog.com      

Follow  me  on:  

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