How should accountants think about their online presence, and what does success look like when it comes to social media? Avalara talked with Danetha Doe -- president of Danetha Doe Consulting and creator of Money & Mimosas — about her thoughts on the subject of social media as well as her inclusion on the Accounting Top 100 social media leaderboard.
Avalara: You are currently ranked on the Accounting Top 100 social media leaderboard, which ranks accounting professionals based on their overall presence, influence, and engagement on social media platforms. How did you feel when you learned you had made the list, and what do you think is the value of a leaderboard like this one?
Danetha: I was so thrilled to find out that I had made the list, especially since I was surrounded by so many incredible thought leaders within the profession. This leaderboard is a great reminder to accountants of the importance of being present online and engaged.
Avalara: What is your overall attitude toward social media? How critical has social media been to the success of your business?
Danetha: Social media is my favorite way to spread my company’s message and learn about business trends. Honestly, I can’t imagine my business without it. It has been one of the fundamental tools I’ve used to build credibility and traction.
Avalara: Many accountants are not regular users of social media. Why should any accountant not currently using social media for their practice consider doing so? And, if they are novices, how can they go about learning how to do it well?
Danetha: Your online presence is the first place that most prospective clients check out when considering whether or not they should work with you. They are gauging your expertise and relatability. One of my clients hired me after I posted a photo of my Tieks shoes — a brand of ballet flats that she also loves — on Facebook. She wanted to work with someone who understood finances, but also understood her love for shopping.
If you’re new to social media, start by sharing articles that you find interesting. As you get more comfortable, you can share information about your life.
Avalara: What is one effective tool that you use to optimize your social media strategy and its execution?
Danetha: I am a big fan of using UNUM to plan my Instagram posts.
Avalara: How important is personal branding when it comes to using social media for your business? How should accountants think about bringing their brand to social media?
Danetha: Personal branding is important to help you stand out from the crowd. Clients can think that accountants are all the same, which can lead them to choose someone based upon price. But, if you can demonstrate that you are different, then you don’t have to compete on price.
Start by sharing topics that you care about — it could be cooking or visiting museums or ballparks. The more you share about yourself, the more you will attract your ideal client.
Avalara: Which of these elements of business do you think social media impacts the most: Growth, client retention/satisfaction, networking, or something else entirely?
Danetha: For me, social media is about self-expression. The most important skill I’ve learned as an entrepreneur is self-awareness. I believe that self-expression/awareness is the key to success, and social media is a tool to help you develop that.
Avalara: When it comes to social media, the word “engagement” can mean different things to different people. What does “being engaged” mean to you, and how can accountants ensure they are making the most of an active social media presence?
Danetha: To me, engagement is about conversation and inspiration. Are you creating a space where people want to talk to you or feel inspired by you? I don’t know how you can measure making the most of your social media presence, other than just keep showing up and sharing, and it will all work out. It always does.
Avalara: Finally, what will you do to try and maintain a high ranking on the Accounting Top 100 leaderboard?
Danetha: Keep showing up, sharing, and having fun!