Objective

As a young, forward-looking practice with an expanding client base, LBW Chartered Accountants was looking to branch out into social media to consolidate and extend its presence in a competitive marketplace.

With offices in the Wirral, Chester, Liverpool and North Wales, LBW offers a range of traditional auditing, book-keeping and accountancy services. The firm prides itself on a bespoke service tailored to each individual client, with a particular emphasis on developing one-to-one relationships and delivering trusted, impartial advice.

The company wanted to interact with customers through Facebook and Twitter, with the aim of showcasing the vibrant, modern approach to accountancy at LBW, as well as promoting company news and sector insight through social media channels.

A staff member had an interest and had shown aptitude for taking on social media for the firm. LBW asked Outwrite to provide digital training to him and his line manager in social media strategy and policy setting, as well as providing guidance on social media content production.

Planning and implementation

Outwrite contacted LBW to agree the goals and objectives for the training. We also established the extent of current knowledge held by LBW staff tasked with conducting its social media activities.

Outwrite drafted a bespoke social media policy to meet the company’s targets. This also included a document giving practical advice and information on how to maximise the potential of Facebook and Twitter for LBW’s specific business purposes.

The social media policy was followed by a half-day social media workshop for the two members of staff. Outwrite visited LBW’s offices to assist them in completing social media strategy goals and provide training in the use of social media.

The delegates were given documents listing “Dos and Don’ts” for the use of Facebook, Twitter and other social media platforms, ensuring staff were aware of further opportunities to develop their online presence. The training also included instruction on creating an effective Facebook page.

Results

Having implemented Outwrite’s advice and guidance, LBW’s Twitter page has established an audience of close to 2,000 followers, while the Facebook page provides an informative and interesting insight into the company’s professional and in-house activities, meeting both of its original objectives.

All advice and guidance is still being implemented two years on from the original social media training, with follow-up support offered by Outwrite at regular intervals. Outwrite is also on call to provide guidance on any social media issues that may occur. LBW also receives relevant information and updates through the Outwrite newsletter.

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