Analysis of Social Media Usage and Relationship to Firm Size and Revenue Growth among Major CPA Firms

Abstract

Research has shown that a company benefits from including social media in its marketing mix. There is a continual increase in tweets, blogs, posts, and other applications of social media to connect to clients, employees, and other stakeholders. There are a number of social media platforms, ranging from older entries such as FaceBook and YouTube, to newer platforms such as Pinterest and Vimeo. Determining which social networking sites work best for a firm and its clients is a challenging task. Client preferences and needs vary; consequently, most businesses, including CPA firms, make use of multiple platforms. The current study empirically examines use of social media by the Top 100 CPA firms. The goal of the study is to ascertain which social media platforms are being used by major CPA firms and whether usage differs by firm size (revenue) and revenue growth rate. Findings will be of interest to CPA firm practitioners, as well as accounting and marketing academic researchers.