When it comes to social media strategy, many companies play Kevin Costner and listen to a whisper in the cornfields. They aren't wrong to follow that sage advice, because as they build up their corners of the Facebook, Twitter, YouTube and LinkedIn universes, the friends, followers, viewers and colleagues will indeed come.

The problem emerges when managing these expansive pools.

Payroll giant ADP recently visited our office and walked us through their online accountant portal, where they are hoping to build a community for professionals. Finding that all-important transition from casual reader to engaged member is part of their "leveraging technology for a more personal feel."

Meanwhile, some CPA Exam-takers, frustrated with the logistics of the new scoring schedule, littered the Facebook walls of the American Institute of CPAs and the National Association of State Boards of Accountancy, with the consternation bred of long studying and rising impatience. Mark Koziel, the AICPA's director of specialized communities and PCPS/firm practice management, was aware of these (often one-sided) dialogues, but said that the institute is working to improve the exam process and communication around it. He also mentioned that in its rush to set up LinkedIn groups, the institute had overpopulated the marketplace. It has since streamlined the groups, making for easier member-to-member discussions.

We have launched an Accounting Tomorrow LinkedIn group, and have also flipped our Facebook profile into a company page, where readers can more easily access both our resources and us.

It's something we are continuing to explore. And I expect to find new ways of connecting when I attend the AAM conference June 7-10 in Chicago. I hope to see some of you there, and those I won't - find me online.

- Danielle Lee

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