While new media oftentimes provide the fastest and most effective means whereby professionals may build their practices and reach audiences, many professional service firms have been hesitant to change their corporate marketing strategies and integrate social media into them. Golden (Owner, Golden Practices Inc.; Senior Fellow, VeraSage Institute), a recognized, practice management advisor and marketing specialist in social media use and strategy, particularly in the Certified Public Accountant field, has written an accessible, comprehensive guidebook to social media for professionals and their firms with an emphasis on the accounting and legal industries. She sets forth a one- stop, reference handbook that can be read from cover- to- cover or by chapter, as needed. Nicely- organized and presented, this book covers the what, why, how, and more of social media. In fourteen chapters, the author addresses various topics as they relate to social media, professionals, and their firms, including the basics, communication policies and guidelines, business purpose, integration, strategies, marketing tactics, case studies, tools such as LinkedIn, Twitter, Facebook, and web blogs, social web writing and etiquette, as well as best practices. Filled with lessons, tips, tools, how- to information, guidance, practical approaches, and sound advice, this invaluable manual is likely to serve the needs of individuals and entities seeking to establish, develop, and maximize effective online presences, even though parts of it quickly may become outdated or obsolete due to changing institutional environments and/or evolving and/or emerging technologies. Sufficiently well- documented, with endnotes, a glossary, and a back- of- the book index, this book is highly recommended for students, professionals, and others. It belongs in large public, academic, and special libraries. Review copy. Availability: Amazon.com, Barnes & Noble.com, Google Books
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