Social Media Usage by CPA Firms According to Firm Services and Size

Abstract

No longer is there a question of whether accounting firms should use social media in their marketing, the quandary is in deciding which social media platforms are best suited for the firm and its clients. Research has shown that different industries use different social media platforms to better meet the needs of their customers. This prompts the question of whether accounting firms should be using specific social media platforms depending on their service focus. The purpose of the study is to determine which social media platforms are being used by major accounting firms and whether usage differs by the firm’s services and attributes related to firm size. Findings reveal that accounting firms use nearly four social media platforms on average. LinkedIn, Twitter, and Facebook are used by over 90 percent of the firms surveyed. Use of other platforms, such as Google+ and Instagram, vary depending on the firm’s service focus.