MICHELLE GOLDEN is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.

• Foreword ixIntroduction xiHow to Use this Book xvAcknowledgments xviiPart I What 1What Firms Need to Know about Social Media 1Chapter 1 Defining and Understanding “Social Media” 3Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27Chapter 3 Comparing Today’s Most Popular Social Media 51Part II Why 61The “Why” behind Using Social Media 61Chapter 4 Finding Business Purpose in Social Media 63Chapter 5 Strategy Begins with “Who” 81Chapter 6 Integrated Marketing Tactics 93Chapter 7 Case Studies and Examples 117Part III How 157How to Set up and Use the Tools 157Chapter 8 LinkedIn 159Chapter 9 Twitter 185Chapter 10 Facebook 207Chapter 11 Self-Publishing with Blogs 229Part IV Tips 263Tips to Being Effective Online 263Chapter 12 Writing for the Web 265Chapter 13 Social Media Etiquette 287Chapter 14 Best Practices 295Notes 317Glossary 325About the Author 335Index 339

MICHELLE GOLDEN is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.

• Foreword ixIntroduction xiHow to Use this Book xvAcknowledgments xviiPart I What 1What Firms Need to Know about Social Media 1Chapter 1 Defining and Understanding “Social Media” 3Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27Chapter 3 Comparing Today’s Most Popular Social Media 51Part II Why 61The “Why” behind Using Social Media 61Chapter 4 Finding Business Purpose in Social Media 63Chapter 5 Strategy Begins with “Who” 81Chapter 6 Integrated Marketing Tactics 93Chapter 7 Case Studies and Examples 117Part III How 157How to Set up and Use the Tools 157Chapter 8 LinkedIn 159Chapter 9 Twitter 185Chapter 10 Facebook 207Chapter 11 Self-Publishing with Blogs 229Part IV Tips 263Tips to Being Effective Online 263Chapter 12 Writing for the Web 265Chapter 13 Social Media Etiquette 287Chapter 14 Best Practices 295Notes 317Glossary 325About the Author 335Index 339

MICHELLE GOLDEN is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.

• Foreword ixIntroduction xiHow to Use this Book xvAcknowledgments xviiPart I What 1What Firms Need to Know about Social Media 1Chapter 1 Defining and Understanding “Social Media” 3Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27Chapter 3 Comparing Today’s Most Popular Social Media 51Part II Why 61The “Why” behind Using Social Media 61Chapter 4 Finding Business Purpose in Social Media 63Chapter 5 Strategy Begins with “Who” 81Chapter 6 Integrated Marketing Tactics 93Chapter 7 Case Studies and Examples 117Part III How 157How to Set up and Use the Tools 157Chapter 8 LinkedIn 159Chapter 9 Twitter 185Chapter 10 Facebook 207Chapter 11 Self-Publishing with Blogs 229Part IV Tips 263Tips to Being Effective Online 263Chapter 12 Writing for the Web 265Chapter 13 Social Media Etiquette 287Chapter 14 Best Practices 295Notes 317Glossary 325About the Author 335Index 339