Social Technology Use in Public Accounting Firms

• In Event: Media Platforms and Information Content

Abstract

Social technology has revolutionized how public accounting firms communicate with both external and internal stakeholders. Despite the rapid growth in social technology use, little is known about how public accounting firms use social technology. This study examines how the largest U.S. accounting firms use social technology. Results indicate that all firms used at least one type of social technology for three functions: attract clients, recruit staff, and provide client service. Further social technology use varied by type, functionality, and firm size. Firms used (1) websites to attract clients, recruit staff, and provide client service, (2) Facebook and blogs to enhance public relations, and (3) blogs to obtain knowledge and communicate with employee. Finally, the largest eight firms (i.e., Big 4 and Second Tier) used social technology more often than most but not all smaller firms.

Author

• Diane J Janvrin, Iowa State University