Leveraging Low-Cost Technology to Attract the Next Generation of Clients

According to the Pew Research Center, the platform with greatest approximate usage by U.S. adults is YouTube (73%), followed by Facebook (69%), Instagram (37%), LinkedIn (27%), Snapchat (24%), and Twitter (22%) ("Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018," Pew Research Center, April 2019). With such a wide variation in platforms, businesses that utilize only one of these may miss opportunities to reach new clients (see Exhibit). Because YouTube and Facebook, the most widely used social media platforms, have a wide range of age groups using the sites, these are the best platforms to use to attract a wide demographic. YouTube and Twitter visits are slightly less frequent, with approximately 51% and 46% of the same demographic's users accessing the site daily (Pew Research Center, April 2019). [...]it would be in a CPA firm's best interest to post at least once per day to maximize client outreach efforts. Email and phone are excellent points of contact, but having a resource for instant messaging or live chat can shorten response times and foster client-practitioner relationships.