Accounting firms are embracing social media not only to communicate with clients, but to build business as well, according to a new study conducted by the Association for Accounting Marketing.

The survey found that approximately 60 percent of the participating firms are using social media and 42.8 percent have written social media policies to guide their employees and govern its use.
Questions were posed regarding all the major social media applications including Facebook, YouTube, Twitter, LinkedIn and blogs. LinkedIn emerged as the leading tool used by accouting professionals – with 76 percent of firm using LinkedIn and of those not using the platform, 60 percent have plans to establish an one in the near future.

The survey also found that accounting firms are using social media for a variety of purposes – including client communications, thought leadership, creating alumni networks, public relations, brand development, business development and employee communications.

Thirty four firms said they don’t have firm Facebook pages because they didn’t see the value. Seventy two firms, however, said they use Facebook for recruiting purposes.

A majority (56 percent) of those participating in the survey don’t have firm Twitter accounts, however, those that do, use it for public relations activities.

An email with a link to the survey was sent to 754 current AAM members in August. The survey’s response rate was 25 percent.

To get a copy of the 2010 Association for Accounting Marketing Social Media Survey, contact Pete Pomilio at