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All too often I see accounting firms talk about using social media as a marketing strategy, however social media is a tactic not a strategy. And Facebook, LinkedIn and Twitter are just tools.

Before you decide to use social media, you need a strategy and objectives for your firm’s marketing.

Everybody is chasing new technologies all the time, however we must not forget that the fundamentals of marketing remain exactly the same, it’s just the platforms we choose to use that are constantly evolving.

When you understand this you stop chasing the magic bullets and start creating a solid strategy. Your strategy can be steadfast, it’s your tools that will be fluid.