Uncategorized | B2B Voices

Social Business? I Have Just the Award for You

Filed under Uncategorized by Aaron Pearson on 7 June 2011 at 20:02 {no comments}

Constellation Research announced its new Constellation SuperNova Awards yesterday, and yours truly is the PR agency lead and on the judging panel for the Social Business category. I’d love for you to submit your work!

Constellation Research is the firm of a long-time analyst friend of mine, R. “Ray” Wang, who managed to make it cool to be an enterprise software analyst at Forrester Research, before joining Altimeter and now leading Constellation. He’s recognized the hard work involved in being truly transformative with technology, so he’s created a great new award program for leaders who have overcome the odds to successfully apply emerging and disruptive technologies for their organizations. In addition to Social Business, there are also categories for Cloud Computing, Mobile Enterprise, Emerging Tech, and Advanced Analytics.

In April I had the opportunity to co-teach a social media marketing class at the University of St. Thomas in downtown Minneapolis for their executive education program. While it was hopefully not a complete waste of time for the students, I know it was a great experience for me because it forced me to go beyond my own direct experiences to pay more attention to world-class work out there, whether Weber Shandwick had anything to do with it or not, and to give some deeper thought to the common threads those programs shared.

One of those threads is the right kind of internal champion. I did a book review post here on Empowered, by Josh Bernoff and Ted Schadler, which talked a lot about how to nurture HEROs in your organization. These Highly Empowered and Resourceful Operatives can be truly transformative in the ways they use social technology and concepts to transform the business if management and IT supports them. It’s a reminder of how the concept of social business is so much more than about marketing communications. It can encompass training, customer service, product development, employee communications, and of course marketing.

I think it’s fair to say that in the Social Business category, the Constellation SuperNova Awards are about recognizing those HERO leaders. Joining me on the judging panel to select these rock stars of Social Business is, fittingly, a real all-star group:

Jeff Ashcroft, VP, Constellation Research
Barney Beal, Managing Editor, Tech Target
Paul Greenberg, President, The 56 Group, LLC
Esteban Kolsky, Founder, ThinkJar
Marshall Lager, Managing Principal, Third Idea Consulting
David Myron, Editor-in-Chief, CRM Magazine
Jon Schwartz, Technology Reporter, USA Today

The submission process: Web-based and simple

The site: Here

The deadline: July 31

Go to it.

Five Questions on the Profession of Public Relations

Filed under Soap Box, Uncategorized by Allan Schoenberg on 12 May 2011 at 05:59 {no comments}

One of my former students at DePaul University some time ago asked me to help him with a class assignment. He had five questions for me to answer about the profession of public relations. Below are my thoughts I shared with him.

1 What has changed in the profession in the last decade?

By far the greatest change has been technology — from email to websites to social media. The rapid evolution of how people can connect to each other, research information and contribute content has made a big difference. The advancement in technology has created new ways for us to communicate with stakeholders, monitor for issues/crises and build more of a demand for creativity from the profession. But it cuts both ways. Our workload has increased. Rumors spread faster. Without managing it properly it can simply become too much. I have days like that and I’m sure others do as well. I know people who try to turn it all “off” but I don’t think that’s the answer. The 24/7 work cycle is here and here to stay, so the better solution is trying find a way to manage it.

2 What issues are currently hot in your profession?

Everyone is focused on social media but it’s not so much the technology — that’s a big part of it — but the way this technology is used by media, competitors, legislators, etc. The industry is working fast to understand how to use all of the tools to protect and promote the reputations of their business or clients. Right now I see social media touching every aspect of our profession — media relations, investor relations, employee communications, crisis communications. We are still in a “revolution” phase I believe. As a profession we have to learn to cope and adapt to these changes. The people who can change and can see the bigger picture will be the ones who succeed in the long term. I’m hopeful that the future of public relations is very bright and the the new generation of communicators will take this profession to a new level.

3 What new skills and/or certifications are people acquiring to stay current in the field?

I see two areas where the profession needs to focus. First is technology and how to use and apply it. I remind people on my team who don’t want to use it that they don’t have to. I don’t force them to use it. But they do have to understand the effect of it and how to leverage it. Second would be the ability to continue to learn how to analyze and evaluate our work. If we want to be business leaders — not just communicators — we need to continue to develop ways to better measure our performance similar to other buisness functions within a company.

4 What major trends will affect your ability to continue working in this field?

One of the biggest challenges facing public relations is the fragmentation of communication and the control — or lack thereof — of information. Just a couple of years ago it was very easy to have distinct silos of work — advertising, investor relations, marketing, public relations. That is changing. We need to understand how the entire mix of communications works together and can enhance what we do. While I think of myself as a public relations professional, when I look at my work I think of other ways the work can impact our advertising, branding, customer service, sales and more. We need to think more broadly and understand more about the various functions of communication.

We’re also seeing more and more non-traditional communicators become very important to a company or brand. There are a number of great examples, such as my good friend Ramon DeLeon of Dominoes. He has no formal communication background/degree yet he is now very public and someone who exemplifies the brand and speaks on behalf of it. As professionals we have to deal with this new reality and not fight it but learn how to cope with it, use it and take advantage of it. The transition will not be easy for most, and what new technology awaits us is unknown, but the fact is we have change.

5 Other items/issues to know about your profession.

Public relations continues to fight with itself on its own reputation. I don’t see this debate ending soon. There are those in the profession who misrepresent it. There are those in the profession who set the standards higher for us all. We can learn from both. For me the best approach has been to look at my job as a director of the business who uses communication versus a director of communication working for the business. There is a difference and I think this approach matters. This is a mindset and how I approach my job every day.

Now it’s your turn to answer one or all of these. Let us know your thoughts in the comments.

If you enjoyed this you may also enjoy:

Getting your degree in “Business Acumen”

The most important question you can ask

Is motivation the key to success?

Integrating social media with a corporate website

The Beat Goes On at StockTwits

Filed under Application, Discussion, Uncategorized by Allan Schoenberg on 30 March 2011 at 06:21 {3 comments}

I’ve written before on the various merits of StockTwits for B2B communicators and how it can be used as a listening tool for investor relations and communication teams. Who wouldn’t want real-time insight into their company from the people who invest and buy your products? Well, the company continues to gain momentum. As reported this week by IR Web Report, TechCrunch and Business Insider, the company has hired David Putnam, a senior product director from Yahoo! Finance. I’m excited for Putnam’s addition to the team and the energy he is going to bring. I’m also thrilled at the opportunity to work with him.

We remain a dedicated partner of StockTwits and here’s why I continue to endorse what they are doing:

Their official investor relations accounts give companies a dashboard look at what is being discussed. In addition, the official badge verifies a company to external people, making it a credible source of news and information, and provides internal teams metrics from the discussions. Here is a white paper from StockTwits on the investor relations account. StockTwits also is a great platform to help executive communicators showcase the value of social media to finance executives.
The company continues to develop new and innovative ideas. As a partner who is excited about working with StockTwits, it’s sometimes difficult for me to keep up with the passion and innovation produced by the company. Working with a company like this energizes our team to continue to think of new ways to reach our customers.
Take a closer look at the CNN Money pages. If you haven’t noticed yet StockTwits is providing a real-time stream from their site on the stock symbol pages. By the way, they’re on Yahoo! Finance too. And MarketWatch as well. Those are three very credible news sources all tapping into the StockTwits network.
There is a tremendous focus on community — taking out the features that made most message boards of the past useless and making sure value is added to the network. The team that works at StockTwits believe in what they’ve built and it shows in the quality and quantity of the content.

If you still haven’t looked at StockTwits as part of your company’s or your client’s social media planning it’s probably time you rethink that strategy.

If you liked this post you should also read:

Should Investor Relations Teams Use Twitter?

Are You Using StockTwits?

Social Media for Financial Communicators

What a Wonderful ‘Mesh’ We’ve Made!

Filed under Uncategorized by Aaron Pearson on 11 February 2011 at 11:04 {3 comments}

There have been countless books published about social media in general but now we’re starting to see business books about emerging business models that are enhanced by social networks, but that aren’t about the networks themselves. One of these is The Mesh, by Lisa Gansky, which was published in September.

Gansky’s Mesh model is about “network-enabled sharing.” It’s about offerings that can be shared rather than owned, with usage and customer information tracked and analyzed via Web and mobile data networks and with marketing powered largely via word of mouth (juiced via social media if possible). The classic offerings are generally physical goods, especially those goods we use somewhat infrequently and that are relatively expensively like specialty sports equipment or a house or land.

Why do I care as a B2B marketer? Because there are significant value chain implications for a lot of B2B companies if in fact many consumer product companies shift to selling shared offerings from selling products outright. For a component supplier, product durability and quality become more important factors than just lowest price. Repair services become B2B offerings instead of B2C offerings – it’s now the responsibility of the retailer to maintain those items for the next person who shares them. There are new information technology opportunities to help Mesh businesses collect different kinds of information. Asset tracking and management becomes of interest for a lot more types of companies than just airlines and trucking companies.

Like Erik Qualman in Socialnomics, Gansky certainly brings wide-eyed optimism to her concept, contending that the recent recession has changed consumers’ thinking about financial responsibility and debt while growing sustainability awareness is causing consumers to question our throw-away society. I’m sure that’s true for some, but I believe this is still going to come down to hard decisions about cost vs. perceived value for most consumers. Moreover, Mesh businesses aren’t altogether new. In fact, although companies like Blockbuster have since been clobbered by the likes of Netflix, in their day they enabled video tapes and then DVDs to explode for the very Meshy reason that we got a lot more value out of borrowing lots of movies once than owning fewer of them outright. That said, it’s a concept that would be good to see catch on and it’s great for entrepreneurial thinking.

Here are some of the B2B companies impacted by the Mesh as highlighted in the book:

Amazon Web Services: Cloud computing enables companies to avoid building expensive data centers and instead focus on more distinctive aspects of their businesses.
Kickstarter: This service connects “micro-patrons” to inventors, artists and other creators to help fund their ideas.
RedesignMe: This site provides a platform to connect designers to companies who need them.
IBM: A growing group of companies is keying on the need for growing networks of wireless sensors to help connect anything to the “Internet of things.”
SAP: A number of enterprise software companies like SAP are using social networks to involve their customers much more closely in developing future versions of software and in helping the customer base with the existing versions.

Frankly, Gansky could use some more B2B examples, which perhaps points to opportunity. Some of these companies, like IBM, provide the infrastructure to make Mesh business models work. Others like Kickstarter serve as supply chain supporters for Mesh businesses and others like Amazon Web Services are true Mesh enterprises themselves.

It’s a thought-starter book, creative thinking, and a pretty quick read. Check it out.

Socialnomics: The Revolution is Us (b2bvoices.com)
“MESH Government to the Rescue” TEDxGotham Presentation (globehoppin.com)
Lisa Gansky and “The Mesh” (piercemattiepublicrelations.com)

B2B Tech Opportunity

Filed under Uncategorized by Aaron Pearson on 29 November 2010 at 19:17 {no comments}

Okay guys, if you want to see more blog posts from me, then you need to find me a good hire, because I have too much going on! Here’s the official posting.

I’m a little flexible on just what level we hire because we can adjust the assignment accordingly, but I’m not looking for entry level and not looking for senior level. Weber Shandwick is a heck of an agency and the Minneapolis office is a truly extraordinary place thanks to the most positive, respectful work culture I’ve ever experienced, a team of pros committed to staying on the cutting edge of PR, and great leadership. That’s my commercial. You won’t regret joining us.

Measuring Outcomes in B2B Social Media – Part II: A Model

Filed under Discussion, Uncategorized by Aaron Pearson on 17 May 2010 at 06:56 {2 comments}

A few days ago, I blogged about the B2B roundtable we had here at Weber Shandwick Minneapolis, “Social Media and ROI: Dare We Talk About It?” And we did!

In that post, I summarized the first half of our message to attendees, which was that it was not a big deal to ignore ROI in our trial social media efforts of the past year because a small Investment required only a small Return. Now that we want to get serious and scale this, you better believe we need to talk about measuring real business outcomes.

But how do we do this? A survey of our attendees showed most simply didn’t know where to start. Interestingly, Jim Estell blogs here that you can’t measure ROI for marketing at all, much less for social media, because it’s too complex. I’ll be the first to admit the proof of impact isn’t always definitive but if you’ve done the research to know your audience well, then this is certainly a do-able task in B2B because there is typically a defined purchase process where our efforts can have a clearer impact.

We have a measurement model for communications in general and it works for social media too. (In other words, if you can measure business outcomes impact for any sort of marketing communications effort, you can certainly do it for social media. ) It’s called ARROW (see our little graphic).

ARROW Model for Communications Measurement

A = Activities. These are the things we generate. In social media land, that includes blog posts, tweets, YouTube videos or simply the number of web properties we are maintaining. They get at a measurement of effort. On their own, however, they are meaningless.

R1 = Reach. Essentially number of eyeballs of our target audience we are reaching. We may measure this by Twitter followers or Facebook “friends” or blog page views. Important, but are we changing how our target audiences thinks or behaves?

R2 = Relevance. We sometimes use the word Resonance too. We want to measure that a message got through to our audience and that it connected with them. Relevance measurements can include key messages in third-party blog posts or tweets, number of retweets, blog comments, increases in site traffic or click throughs on a corporate blog to resources on your web site. Still not a business outcome.

O = Outcomes. Ideally, this is when our audience enters the sales pipeline in some way by requesting information or registering on your web site (i.e. becomes a lead) or when you sell more stuff, or when the quality of your leads improve or when your sales cycle shortens.

W = Any of the measures above divided by cost.

Ultimately, the goal is to find a corrolation between reach/relevance measurements and business outcome measurements. We are looking at evidence that the reach and relevance measures are in fact creating a better environment in which to sell. Don’t stop at measuring ARR!

If, despite a significant investment in marketing communications or social media efforts, no corrolation can be found, then you are right to question whether your dollars are being put to good use. What we’re looking for in choosing our reach and relevance measurements is whether or not they are precursors to ROI. How do you know? Well, you can take the trial and error route to see if there are any corrolations, or better, you can conduct some good audience research before launching a major social media campaign to define what I’m calling the Awareness-to-Advocate Process Path, the average compositive path a prospect takes from awareness of the product category or your brand to being an advocate for your brand. That research significantly helps mitigate your risk of making a big investment in a program that delivers no return. You still must measure the result to determine the strength of the impact. More on that in another post!

Be Original

Filed under Uncategorized by Allan Schoenberg on 19 April 2010 at 13:23 {2 comments}

One of the things I like most about doing B2B communications over B2C is the challenge to be original and unique. Unlike the thousands of coffee shops that operate on the millions of corners around the globe, most B2B companies offer very specialized products/services for very targeted audiences. This is probably one of the reasons why I enjoy the challenge of doing social media for the exchange — we need to be even more creative to capture the attention of our audiences.

One thing we’ve done that has worked for us is live Twitter interviews. Cindy King has a great post about how to conduct these. We’ve been doing our live interviews – Exchange Talk – for more than year and you can view the archive of these interviews on the StockTwits’ web site.

I like several things about doing these interviews, including:

They are unique to CME Group among our competitors on Twitter.
They provide a further sense of community since they are conducted in the public stream and anyone can interact with us or the person being interviewed.
We can expand our list of followers and forge new relationships with people in our industry.
I can archive them at StockTwits.com.
Twitter has allowed me to create a specific for Exchange Talk so anyone can follow all of the individuals we’ve interviewed.

Creativity is one of the drivers of our social media activity, which helped us win this BtoB Magazine award last week. And as I read through the list of other recipients it is obvious that creativity helped their efforts as well (Hopefully, though, you’ll vote for our entry for the People’s Choice Award).

What ideas drive your B2B creativity? How do you help your company/clients stand out? And any thoughts on whom we should consider interviewing on Twitter?

Listening & Responding to Customers: Industries That Have Struggled Are Making Strides

Filed under Other Voices Interview, Uncategorized by Aaron Pearson on 28 January 2010 at 12:42 {9 comments}

A Q&A With Jeannie Walters, Founder, 360Connext

Jeannie Walters’s Chicago-based consulting firm specializes in the cornerstones of customer experience, including customer engagement, employee engagement and connections like social media. Before starting 360Connext, she spent 12 years at Vox, a customer experience consulting firm, eventually as President and Partner. Walters specializes in helping companies achieve more loyalty from employees, customers and prospects through improved experiences at every level.

Jeannie Walters, Founder, 360Connext

I spent some time last week talking with her about the profound impact improved customer engagement can have in B2B, both in terms of strengthening existing business relationships and in unleashing those customers as word-of-mouth advocates for your brand.

Aaron: Talk a little about what you learned at Vox that reflects your priorities now at 360Connext.

Jeannie: A main focus for me has been around the customer experience, and typically no one person owns that function so it touches a lot of areas. Employee engagement is one of the easiest ways you can influence customer experience so that’s a big focus for me right now. For example there are a lot of companies right now that have laid off employees and you need to keep those remaining employees focused on the mission. The other area that’s really coming to life is social media to connect directly with customers, and that goes to both content and communication. But most customer initiatives don’t typically work, because it has to become a part of the organization’s culture.

Aaron: Changing culture is a very long-term process, right?

Jeannie: It is, but one step people can take is to really understand what your customer experience is right now. I’ve worked with large companies like Allstate and AIG and that’s a daunting effort. So you need to take it one piece at a time. For instance, look just at your social media strategy. Or just look at conversion rates online. Then take those learnings and apply them to the next piece and the next piece. Don’t expect a CRM system to be a magic bullet to [fully understand the customer experience].

Now my focus is more on midsized companies because in a lot of ways, you can move things a lot quicker, make changes easier. Oftentimes, midsized companies are still run by the original leader. They are often more passionate about the customer experience too.

Aaron: How do you engage employees in customer experience initiatives? It’s not just about the marketing and sales people, right?

Jeannie: The problem is we often focus on the salesperson relationship but often after the deal those people move on. So companies need to focus on retention as much as acquisition. All the money and resources go to acquisition or selling – making the sale. …

A lot of the [employee engagement problem] relates to hiring the right people and making sure they’re the type of people that solve problems and are service-oriented. Because if you get feedback from customers, you need people who are really prepared to respond.

Aaron: So what are some of the best practices in being responsive to customers?

Jeannie: Be very public about feedback and use it. There are some SaaS [Software as a Service] companies that do a great job of that. They say, “Customers, we heard from you and so we’re doing x, y and z” with our software. The other thing is kind of empowering employees to solve problems. Call centers are often incented to spend less time on the phone and that’s terrible.

Aaron: I’ve actually heard of call center workers purposely faking connection problems to rack up a bunch of short calls.

Jeannie: Yes it’s better for them if they hang up.

Aaron: Of course, it can be hard to find the resources for solving that caller’s problem right then and there, especially with complex products.

Jeannie: So you need to be realistic, about whether we can call you back for instance. At the end of the day, humans are reasonable. The rub comes in when the expectation comes a certain way and is not delivered. Cell phone companies are finally figuring out that service is what they do and getting much better at call center service.

Aaron: Talk about customer events. Do people use them well?

Jeannie: Social media has done a lot to promote events better and to help companies understand what customers are looking for. People want substance, and especially with complicated products, they want to understand how to make this work better for me, and another customer can help them understand that best. SaaS companies have also done a great job here by bringing together their power users to help [these other customers] and that’s had a lot more influence on the experience.

Aaron: It’s interesting that you keep bringing up SaaS companies – these are companies that realize they are service companies, not software companies, so it seems natural that they would really be focused on listening to and responding to the customer, true?

Jeannie: Absolutely true. Also, look at banks and how they used to be known for abusing small business clients. They took your business for granted and then realized people have more choices. Some banks have been strugging with family-run businesses because the clientele is dying off and they didn’t reach out to the next generation. I had a client who found their business customers had a relationship with their banker. So if the banker moved on, so did the business. In response, the bank started creating small business-focused events – forums for small business customers. AmEx Open Forum is an example of that. If you are an AmEx busines customer and carry an Open card, you get access to other entrepreneuers like yourself. The part of the pendulum swing that we’re in is exclusive memberships. I predict we’ll see more of that. People want to find the right people a little easier.

Case study: Can accounting firms really be social?

Filed under Uncategorized by Arikhanson on 13 January 2010 at 10:00 {64 comments}

When you cast your gaze across the digital landscape one organization you may not expect to see is an accounting firm. But, one of the leading tax, accounting and consulting firms in the country–RSM McGladrey–has proven that notion wrong over the last year building up quite an online presence in the process.

In the spirit of full disclosure, I’m a former McGladrey employee. I worked as part of the marketing/PR team for five years in the early 2000s. So, it’s been particularly interesting for me to monitor their progress as they’ve started their first blog, dove into Twitter and started a YouTube channel–all in the past year.

Overall, McGladrey’s one of the more socially active accounting firms. Just take a peek at their online interaction and platforms:

* RSM McGladrey Golf Blog

* Success Starts Here (career/recruiting blog)

* RSM McGladrey Mfg (Manufacturing blog)

* RSM McGladrey ESOP blog

* Official McGladrey Twitter account

* Terri Andrews and Ben Gotkin also tweet under the McGladrey banner

* RSM McGladrey Careers Facebook fan page (more than 1,200 fans)

* McGladrey Careers YouTube channel (1,179 views)

* McGladrey PR News channel (238 views)

* McGladrey LinkedIn Alumni Group (nearly 900 members)

But, as we all know, a “presence” means nothing on the surface. There needs to be an integrated strategy. A solid business case for engaging with these tools. I had the chance to ask Terri Andrews, PR manager at McGladrey, a few questions last week about their engagement, strategy and results so far.

B2B Voices: McGladrey is currently active on a number of different social platforms. How did you sell these ideas internally to senior management who must have been a little skittish?

Terri: Our senior management has been surprisingly receptive so far. They realized early on that social media was going to be the way of the world. And they understood we could either use these tools to solidify our reputation up front or move into reactionary mode online. We’ve been testing the waters since early last year.

B2B Voices: What were your initial goals as you began last year?

Terri: We wanted to get involved in a listening mode. What conversations were happening in areas we were interested in? We really wanted to get a feel for where we could add value. We also feel we can use social media to raise brand awareness in many ways.

B2B Voices: How are you setting expectations internally at McGladrey? And how are you measuring success?

Terri: You can’t expect 10,000 clicks every time you post a blog. We’re trying to work with our executives and thought leaders to help them understand that their won’t be an immediate ROI in every case, but that it’s more about building relationships that will eventually result in ROI.

B2B Voices: In my view, social media for professional services firms like yours is all about thought leadership. As far as you know, has any of the work you’ve done online led to a lead or an actual new client?

Terri: We continually track our blog numbers and we know our social activity is increasing visits to our Web site. We’re trying to push folks to content on our site that is relevant to them. And, we’re working hard to find our audiences where they live online–whether that’s LinkedIn, Facebook, Twitter or YouTube.

B2B Voices: What’s next for McGladrey in the social realm?

Terri: We’re currently in the midst of implementing a social media policy/guidelines for employees. We believe this will give employees a better understanding of how they can get involved online on behalf of RSM McGladrey. We’re hoping this will ultimately result in even more employees representing McGladrey on social networks. The policy will also ensure we’re all integrated and supporting each others efforts.

So, how does McGladrey measure up?

McGladrey has already made great strides. The fact that they operate four blogs, three Twitter accounts, a Facebook page and two YouTube channels means, as Terri stated above, they’ve convinced senior management the benefits of engaging online outweigh the negatives. That’s no easy task in an accounting firm culture. Believe me.

However, while the firm has made great strides, like any other company, there seems to be a few opportunities. I thought we’d take a moment to look behind the numbers at their digital activity:

* Thought leadership: I’m a firm believer that the biggest social component to any professional services firm digital strategy is blogging. It’s the ultimate thought leadership platform. And, the SEO benefits are huge for firms like McGladrey. It’s nice to see McGladrey putting some emphasis behind an industry that I know is important to the firm: Manufacturing. Tom Murphy has been, and is, a great face for that vertical for the firm.

* Engagement: As an organization that’s trying to establish itself as a thought leader in different categories, engagement isn’t always the priority. However, the lack of comments and two-way dialogue on the McGladrey blogs has to concern the firm just a little. On the flip side, Terri Andrews and Ben Gotkin do a wonderful job serving as the “face” of the firm from a recruiting and PR perspective on Twitter. And, the recruiting team does a nice job on Facebook responding to questions and jumping in when appropriate.

* Integration: This is one area where I think the firm has a clear opportunity. Visiting the McGladrey Web site, other than the McGladrey Golf Blog, I don’t seen any mention of the organization’s social work or properties. So, there’s an opportunity to integrate all McGladrey’s social initiatives on their Web site. On the flip side, the Success Starts Here blog does a fabulous job of pulling together all the digital McGladrey properties. On the blog, not only can I link quickly to the firm’s Facebook page and YouTube channel (focused solely on recruiting), but I can also view a Google map with location info for every McGladrey office across the country. Nice.

So, can an accounting firm really be social? I think McGladrey’s answered that question beyond a reasonable shadow of a doubt. But, like any other company, they still have opportunities. They’ve done the heavy lifting. Now, it’s a matter of listening and watching how their fans and followers behave on their sites, monitoring the digital landscape and adjusting as necessary.

Enough blathering by me. You’ve seen what McGladrey is up to now. What do you think? How does McGladrey measure up against other professional services firms (accounting, legal and architecture firms) you’ve seen online?

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