CPA firms: let's meet on the golf course.

Last week a couple friends and I played a friendly round of golf. As we walked the 18 holes, we chatted about our jobs, our personal lives and, of all things, pop culture. I was quickly reminded that while we all communicate and interact with each other over social media platforms, the in-person interaction is essential in sustaining and building upon our already strong relationships.

Meeting on the golf course to talk business or share personal stories will never be eliminated from the culture of developing long-lasting relationships. The camaraderie and, in many cases, the discovery process about a current or prospective client this tactic provides is worth the trip down to the local links.

However, it is important to recognize the position social media has taken within the marketing mix and the positive effects it has on new business and client interactions. Social media is about creating targeted conversations with your audience.  It provides you with unique opportunities to promote your firm and gain a business advantage in the market place. For a great analysis of the benefits of social media initiatives for accounting firms, check out Joe Rotella's video on CPA Trendlines. Joe talks about how demographics and decision markers are changing. These decision makers, Gen Y and Gen X, are spending more time on the web, rather than the golf course, when searching for an accounting firm. 

Social media is an important medium to consider as you begin your marketing planning and budgeting for 2010, but it should not replace the humanizing aspect of meeting in-person or on the links.