Firms Plan to Raise Presence on Social Media

Accounting firms of every size plan to increase their use of social media, according to a study on accounting firm marketing and business development.

In fact, sole practitioners (47%) and firms with 11 to 50 people (59%) ranked social media as the top marketing tool they will be increasing.

“Firms that aren’t focused on social media as part of their marketing mix will be left behind,” says Jean Caragher, president of Capstone Marketing. “There is a synergy between social media, thought leadership and networking that is vital to new business development.”

Capstone Marketing and Bay Street Group conducted the 2018 Marketing and Business Development Strategies at Accounting Firms study, published by CPA Trendlines.

According to the survey:

  • The use of social media has become an integral, routine marketing activity with half of all firms making it a priority in 2012 (57%) and 2018 (56%).
  • Firms that employ members of the Association for Accounting Marketing (AAM) are 1.3 times more likely to increase their use of social media compared to firms without AAM members, 64% versus 48%.
  • High-performing firms (69%) and low-performing firms (54%) ranked social media as the top marketing tool they will be increasing.

The topline results of the survey are free to the participants and detailed analyses and recommendations are being unveiled in a series of 30-minute webinars continuing with:

“5 Ways to Boost Your Social Media Profile,” set for 2-2:30 p.m. Eastern, Aug. 28.

To get the complete report go to