Accountants have the edge over lawyers when it comes to using social media to promote their brand, according to research into how professional firms are using online channels such as Twitter, blogs and LinkedIn.
The study by Living Ratings, part of a specialist communications consultancy, benchmarked financial and professional services communications by looking at their 'influence' and 'outreach' using a measure called the Kred score. The survey also took into account brand presence (how many social media channels a firm is using); brand content (the relevance of the social media content); Twitter frequency; and response times to a tweet or other online contact.
The results show Deloitte heading the overall rankings for accountancy firms, followed by Ernst & Young and PwC in joint second place, with BDO fourth and KPMG in fifth place. In the equivalent table for law firms, the scores for all of the top ten ranked firms were lower than the accountancy ratings, with the exception of Eversheds which led the list.
The survey praised Deloitte's 'media-rich branded content' integrated across its social media channels, and said the firm's dedicated UK Facebook page 'is one of the most impactful we have surveyed'. Deloitte's UK blog page also won plaudits for content, presentation and the user's ability to search for particular posts.
When it came to scores for individual activities, some of the smaller accountancy firms showed themselves able to rival the Big Four. Both BDO and Baker Tilly did well when it came to Twitter postings, and BDO had the edge over many when it came to Twitter response rates. BDO also performed well in terms of brand content and influence.
Meanwhile, a separate survey from recruitment specialists Robert Half UK shows that most finance directors (82%) are doubtful about the trustworthiness and accuracy of a potential candidate's LinkedIn profile. Two thirds (68%) reckoned the information was 'sometimes' and 'never' (14%) reliable.
Experience is cited as the most important element when reviewing a LinkedIn profile by 65% of FDs, but 39% say they are concerned about the opportunity job seekers have to exaggerate experience and skills. References (38%) and education (37%) are the next most critical elements. However, FDs are also worried by the lack of systems/procedures to qualify information (37%), the relative anonymity of social media (15%) and the lack of regularly updated profiles (8%).
