For many accountants, social media still feels uncomfortable, unnecessary, or simply ineffective. Yet, as multi-award-winning accountant, Bev Flanagan explains, social media is no longer optional for firms that want to grow. Used correctly, it is one of the most powerful tools accountants have to build trust, demonstrate expertise, and turn followers into paying clients.

The problem isn’t that accountants are on social media — it’s how they’re using it. Too often, firms post static content, avoid interaction, or give up before results appear. In her webinar Clients, Content, Confidence – Social Media for Accountants, Bev breaks down practical, confidence-building strategies that actually work, alongside the most common mistakes holding accountants back

Why Engagement Matters More Than Posting

One of the biggest misconceptions accountants have is believing social media success is about posting information. In reality, engagement is the engine that drives visibility. Platforms reward interaction — comments, replies, shares, and conversations — not one-way broadcasting.

Engagement isn’t just about likes. It’s about starting relationships. The more interaction your content generates, the more visible it becomes, and the more likely it is to attract people who already see you as approachable and knowledgeable.

Proven Engagement Strategies for Accountants

1. Ask Questions Instead of Giving Statements

Rather than posting tax tips as static advice, turn them into questions that invite responses. For example, instead of “Here’s how to reduce your tax bill,” ask:

• What’s the biggest tax mistake you’ve seen business owners make?
• Which expense do you think most people wrongly assume is tax-deductible?

Questions encourage comments, which increases reach and opens conversations naturally.

2. Use Interactive Features (Polls, Quizzes, Stories)

Interactive tools are an easy win for accountants who feel awkward “selling” online. Polls and quizzes are low-pressure ways for people to engage, even on light or non-technical topics.

Examples include:

• Polls comparing software (e.g. QuickBooks vs Xero)
• Simple quizzes like “Which of these is NOT tax-deductible?”
• Story question boxes inviting followers to submit accounting questions

These features make your content feel human, not corporate.

3. Let Your Audience Guide Your Content

A powerful engagement tactic is handing control to your audience. Asking “What do you want me to talk about next?” not only boosts interaction, but ensures your future content is directly aligned with what potential clients actually want to know.

This turns social media into a feedback loop, not a guessing game.

4. Go Live (If You’re Brave Enough)

Live Q&A sessions can feel intimidating, but they are one of the fastest ways to build authority and trust. Answering real questions in real time positions you as accessible, confident, and knowledgeable.

Even occasional live sessions can generate strong engagement and lead directly to client enquiries.

5. Respond to Every Comment and Message

One of the most critical points Bev highlights is this: engagement is a two-way street. Ignoring comments or direct messages is one of the biggest missed opportunities accountants make.

When someone comments or messages you, they’ve already taken a step toward trust. Responding promptly shows professionalism and opens the door to private conversations — where most new client relationships actually begin.

6. Engage With Other People’s Content

Social media isn’t just about what you post. Commenting on your ideal clients’ posts, liking their content, and sending thoughtful messages increases your visibility organically.

Often, the journey starts with someone thinking: “Who’s this?” — then visiting your profile, following you, and eventually reaching out when they need an accountant.

7. Always Use Clear Calls to Action (CTAs)

Many posts fail simply because they don’t tell people what to do next. A clear CTA removes uncertainty and increases engagement.

Effective CTAs include:

• Comment below if you’ve ever struggled with this
• DM me if you want help with your self-assessment
• Tag a business owner who needs to hear this

If people aren’t told what to do, they’ll scroll on by.

Common Social Media Mistakes Accountants Must Avoid

Just as important as knowing what to do is understanding what not to do.

1. Posting Without a Call to Action

Content without a CTA is a missed opportunity. Every post should guide your audience toward a simple next step, even if it’s just commenting or voting in a poll.

2. Being Inconsistent

Consistency builds familiarity and trust. Posting once a week is perfectly fine — disappearing for weeks at a time is not.

Choose a realistic schedule and stick to it. Over time, your audience learns when to expect you, which strengthens engagement.

3. Making Content Too Technical

Your audience is made up of business owners, not accountants. Industry jargon, technical terms, and complex explanations cause people to scroll past.

Clear, simple language always wins.

4. Ignoring DMs and Comments

Failing to reply to engagement is more than a strategy error — it’s damaging to trust. Direct messages, in particular, are where real business conversations happen.

If someone reaches out, acknowledge them.

5. Expecting Instant Results

Social media is a long-term strategy, not a quick fix. One post will not deliver dozens of leads overnight.

The biggest mistake Bev sees is people giving up too soon. Visibility, trust, and authority take time to build — but consistency pays off.

The Real Key to Social Media Success for Accountants

Social media success isn’t about being perfect, polished, or posting every day. It’s about showing up consistently, keeping things simple, and actively engaging with your audience.

As Bev Flanagan emphasises, accountants who focus on value, interaction, and patience will see meaningful results over time — not just more likes, but more conversations, enquiries, and clients.

FAQs:

1. Do accountants really need to be on social media?

Yes. Social media is no longer just for influencers — it’s a powerful tool for accountants to attract clients, build authority, and increase visibility. Used correctly, it helps potential clients get to know, like, and trust you before they ever make contact.

2. Which social media platform should accountants use?

There’s no single “best” platform. The key is to choose one platform where your ideal clients already spend time (such as LinkedIn, Instagram, or Facebook) and focus on being consistent there rather than spreading yourself too thin.

3. How often should accountants post on social media?

Consistency matters more than frequency. Posting once a week is perfectly fine if that’s realistic for you. What matters is showing up regularly so your audience knows when to expect content from you.

4. What type of content gets the most engagement?

Content that invites interaction performs best. This includes:

• Questions instead of statements
• Polls and quizzes
• Short, clear explanations of common accounting issues
• Content that asks for opinions or experiences

Engagement increases visibility and builds relationships.

5. Why are questions so important in social media posts?

Questions encourage comments, which signals to social media platforms that your content is valuable. This boosts reach and creates opportunities for conversations with potential clients.

6. Do polls and quizzes really work for accountants?

Yes. Polls and quizzes are easy, low-effort ways for followers to engage. They can be accounting-related or light-hearted — both help increase interaction and visibility.

7. Should accountants reply to comments and direct messages?

Absolutely. Ignoring comments or DMs is one of the biggest mistakes accountants make. When someone engages, it’s a golden opportunity to build trust and start a relationship — often where real business begins.

8. Is engaging with other people’s content important?

Yes. Commenting on your ideal clients’ posts increases your visibility. Often, people discover accountants by seeing thoughtful comments rather than posts alone.

9. What is a call to action (CTA), and why is it important?

A CTA tells your audience what to do next. Without one, people will usually scroll past. Examples include:

• “Comment below”
• “Send me a DM”
• “Vote in the poll”
• “Tag a business owner who needs this”

Clear CTAs significantly increase engagement.

10. Should accountants go live on social media?

If you’re comfortable, live Q&A sessions can be very effective. They position you as approachable and knowledgeable and allow real-time interaction, which builds trust quickly.

11. What are the most common social media mistakes accountants make?

Common mistakes include:

• Posting without a call to action
• Being inconsistent
• Using too much technical jargon
• Ignoring comments and DMs
• Expecting instant results

Avoiding these mistakes leads to better engagement and long-term success.

12. How technical should accounting content be?

Keep it simple. Your audience is made up of business owners, not accountants. Avoid jargon and explain things in plain English to keep people engaged.

13. How long does it take to see results from social media?

Social media is a long-term strategy. Results don’t happen overnight. Trust, visibility, and authority build over time through consistent posting and engagement.

14. What’s the biggest reason accountants give up on social media?

Many accountants stop too soon because they expect immediate results. The most successful accounts are built through patience, consistency, and ongoing interaction.

15. What’s the key takeaway for accountants using social media?

Social media success isn’t about perfection — it’s about consistency, clarity, and conversation. Engage with your audience, keep things simple, and always invite interaction.

The contents of this article are meant as a guide only and are not a substitute for professional advice. The authors accept no responsibility for any action taken, or refrained from, as a result of the material contained in this document. Specific advice should be obtained before acting or refraining from acting, in connection with the matters dealt with in this article.