Last week, the New Jersey Society of CPAs (NJSCPA) page on Facebook surpassed 5,000 likes. Hooray!
We launched our Facebook group in 2008 as a way for us to communicate and interact with NJSCPA student members and recent grads, who we often lose touch with after they graduate. Basically, we went where our members and future members were. In the beginning, we posted comments, pictures, etc. about our scholarship program, college campus visits, student and young professional events, and other member activities.
But we quickly discovered that Facebook and its users have minds of their own and that while we were trying to build a page for students and recent grads, accounting professionals and CPAs of all ages were finding and liking our page. About 25 percent of people who like our Facebook page fit our original profile -- 24 and under. The other 75 percent is a mixed bag of folks 25 and over, with the largest group -- 25-34 year olds -- making up about 36 percent of our Facebook audience.
Our attitude was "why fight it" and we quickly changed course to adapt our posts to a somewhat more experienced audience, without neglecting our original mission. For several years now we've posted various types of information on our page, from the accomplishments of members and staff to disaster updates in the aftermath of Superstorm Sandy.
Over the last five years, our Facebook fan base has grown steadily with interest in the page picking up significantly in the last 12 months or so. If fact, we welcomed 1,000 new "fans" in just the last four months.
We also witnessed something else, something that we'd been hoping for since we launched the page in 2008 -- interaction. Not just more likes and comments on our posts, which have increased substantially, but more unsolicited questions from people following us on Facebook.
Students, Society members and other accounting professionals are using the power of social networking to crowdsource their questions about the CPA Exam, their job search or some technical or professional issue via the NJSCPA Facebook page, just as we had always hoped.
We've helped quite a few people get the answers they need or connected them with NJSCPA members who were more than happy to offer advice. Here's a testimonial from one Facebook fan who was looking for guidance after a career change:
Change can be a scary thing. At 28 years old, I decided to resign from my position at a not-for-profit, and focus solely on obtaining a Masters in Accounting, a CPA license, and a career in Forensic Accounting. I was basically starting over, leaving a comfortable, secure job in pursuit of a goal, and I was terrified. On a whim, I decided to post on the wall of the NJSCPA Facebook page explaining my decision and asking for advice. Within an hour I received words of encouragement from other members, and an opportunity from Don Meyer to be connected with other Forensic Accountants. Through Don, I was able to connect with others that had done the same. I had answers to my questions, was given fantastic advice, and confidence in my decision. It’s good to know that I can get that connection through the NJSCPA Facebook page. Thank you for your help!
Jennifer Jankowski
When I speak to students and members I always say that while the NJSCPA has great resources -- cost-effective CPE, news and updates, discounts, etc. -- our greatest attribute is our staff, who go above and beyond to help our members. Many members (and prospective members) still contact us the traditional way -- telephone, email -- but our social networking sites are quickly becoming go-to resources.
So, have a professional or career question? Try our Facebook page. Not into Facebook? That's okay. You can turn to the 4,100+ members of our LinkedIn group or our 3,600+ followers on Twitter.
Or post a comment on this blog. We'd love to hear from you.