Analysis of Social Media for Marketing CPA Services in Australia

Abstract

Public accounting firms increasingly use social media to market their services. Determining which social media platforms are the best fit for the firm and its clients can be a challenge. This study examines the use of social media by major Certified Public Accounting firms in Australia, according to the following measures: revenue, number of partners, number of offices, and gender distribution among partners. Findings indicate that social media can play an important role in marketing CPA services. Social media use differs according to revenue and total partners, but not number of offices. In addition, the findings show a gender difference exists, that social media use varies by the firm’s gender make-up, as measured by the female proportion of the firm’s partnership.