By Callum Macrae, Marketing Director
Social media isn’t just a tool for getting your name out there – it’s where clients and candidates go to decide if you’re the right fit for them.
Before they reach out, they’re scrolling through your LinkedIn, Instagram, or even TikTok to get a sense of who you are, what you stand for, and how you operate.
In fact, 59% of candidates use social media to research companies they’re interested in, and they’re not just looking at your services.
They want to see your culture, your values, and what it’s like to work with – or for – your firm.
In my opinion, the basic principles of social media for accountants comes down to 3 key things:
- People connect with people, not faceless brands – Social media gives you the opportunity to showcase the real story behind your firm – the culture, the team, and the values that make you stand out. From behind-the-scenes moments to celebrating achievements, it’s about creating a connection that goes beyond the professional.
- Social media demonstrates authority in your field – It’s not about shouting, “We’re the best!” – it’s about sharing your knowledge in a way that builds trust. Whether it’s offering insights on industry trends or breaking down complex topics, your expertise should shine through in everything you post.
- You don’t need to be everywhere – You need to choose which platforms you should focus on and how you should use them. The key is to know your audience and tailor your approach to meet them where they are. Quality always trumps quantity when it comes to making an impact.
With that said, here are my thoughts on the key social media platforms your firm should be on and how to use them!
LinkedIn: The professional network for accountants
LinkedIn is, without doubt, the most essential platform for accountants.
It’s where your clients and prospects are most likely to be in a professional mindset, which means they are more open to learning about your services and expertise.
Use LinkedIn to share thought leadership articles, updates on relevant financial or tax legislation, and client success stories.
This platform is also ideal for networking with other professionals and building referral relationships.
I have held multiple masterclasses and seminars on the use of LinkedIn for professional service firms and many have gone on to generate leads and convert clients through the platform.
With LinkedIn, my advice is that you focus your efforts on demonstrating your authority and knowledge in accounting and tax.
Then, as a secondary goal, try to generate leads through connection requests and personalised messaging.
Facebook: A place to build trust and community
Facebook may not seem like the obvious choice for accountants, but it’s a platform with vast reach and versatility.
Many small business owners, who may well be your target clients, use Facebook to stay connected with their communities and seek recommendations.
You can use Facebook to share helpful tips, explain common accounting misconceptions, and post about local or community events.
It’s also a good place to create groups of like-minded clients who can help each other out.
A well-maintained Facebook page can humanise your brand and build trust with clients who value a more personable approach.
X (formerly Twitter): Proceed with caution
I question whether you need to bother with X (A.K.A. Twitter) at all.
On the one hand, it’s a tool for joining topical discussions, sharing quick updates, and engaging with influencers, journalists, and organisations.
It’s also a platform where real-time updates on industry trends or legislation can get noticed.
However, the nature of X as a constant, flowing conversation really makes it overwhelming for both your team and your audience.
To stay relevant, you’ll need to post frequently and actively engage with others, which can be incredibly time-consuming.
Additionally, the platform’s shift in tone and purpose since its rebranding has led some users to question its professional (and even societal) value.
It’s worth considering whether your target audience is still active and engaged on X or if your efforts could be better spent elsewhere.
Instagram: Culture at a glance
Instagram is where you can let your firm’s personality shine.
It’s not about glossy marketing – it’s about showing the human side of your business.
For accountants, Instagram is the perfect place to highlight your culture and connect with both clients and potential team members.
Think about what resonates – team celebrations, behind-the-scenes moments, or even something as simple as your office pet.
These posts don’t just make your firm relatable – they show the kind of place you are to work with or for.
TikTok: Where creativity builds connection
40 per cent of Gen-Z uses TikTok instead of Google to search for information, and that opens up huge opportunities for firms willing to think outside the box.
For accountants, TikTok shouldn’t mean dancing or chasing trends – it’s should be about showing authenticity.
“Day in the life” videos, quick financial tips, or myth-busting content can all grab attention and build trust.
Plus, video is one of the most engaging formats out there, making TikTok a smart way to connect with future clients and even future employees.
With users spending over an hour daily consuming short-form content on platforms such as TikTok, YouTube Shorts, and Instagram Reels, creating engaging video content can help your firm connect with a broader audience, attract future talent and build trust with potential clients.
My suggestions
If you’re looking to make social media work for your firm, here’s what I’d suggest:
- Start with LinkedIn – It’s the best platform for accountants to build credibility, share insights, and connect with potential clients and industry peers. Make sure your profile is professional and regularly updated.
- Consider Facebook if it fits your audience – If you work with small businesses or local clients, a Facebook presence might help you stay visible and engaged with your community.
- Pick platforms that suit your goals – If you want to showcase your team and culture, Instagram and TikTok can help humanise your brand and attract younger audiences. For other goals, different platforms might be better.
- Don’t try to be everywhere – Focus on the platforms that genuinely add value to your business instead of spreading yourself too thin.
- Be consistent and professional – Whatever platforms you choose, make sure your profiles are active, well-maintained, and aligned with your brand. Regular updates and engagement will help you stay relevant.
If you’re unsure where to start or how to make social media work for your firm, that’s where we can help.
We specialise in building strategies that deliver results – whether it’s choosing the right platforms, creating engaging content, or managing your presence for you.
Give me a call or send me an email for help!
