New York-based research and consulting firm Muzeview recently released the results of a study where it examined the Web sites of 50 of the largest accounting firms finding that, unsurprisingly, many of the sites lagged behind many other types of businesses when it comes to implementing new technologies -- citing podcasts, blogs and RSS feeds.The company made the point that the features are relatively easy and inexpensive to deploy and are becoming more critical in capturing the attention of clients, prospects and potential recruits. Museview president Paul Gladen said in statement that professional services have always been a relationship business, and the way those relationships form and develop has changed. “While in-person, social interaction will always be important, the day-to-day dealings between a firm and its clients, prospects and potential recruits are increasingly occurring online,” he said.

That may be true, but with few exceptions, the accounting profession has always been not about the bells and whistles, but about functionality and ROI -- never mind avoiding liability issues. I don’t think generating the kind of content Muzeview and many other studies like to measure has yet proved itself as a key factor in driving client acquisitions.

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