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Social media marketing

Find out how to use social media for marketing and publicity with our selection of books, articles, links and guides to help you identify best practice and techniques to apply to your business.
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Latest on social media

Read our latest features and articles on social media.
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The new Code of Ethics: understanding professional behaviour
  • Article
  • 19 Nov 2024
As part of the updated Code of Ethics for 2025, the provision for professional behaviour has been reworded to reflect the modern world.
Mastering accountancy influence on X (formerly Twitter)
  • Article
  • 26 Mar 2024
Accountancy’s top social media influencer, as ranked by #ICAEWROAR, reveals where firms are missing a trick when it comes to building an online presence.
ICAEW unveils top LinkedIn accountancy influencers
  • Article
  • 29 Feb 2024
The most powerful accountancy sector influencer on LinkedIn, according to ICAEW’s ROAR rankings, explains what it takes to grow your online presence.
How ESG is shaking up accountants’ careers
  • Article
  • 13 Feb 2024
Environmental, social and governance is opening up a host of new career opportunities for accountants. But how should you best develop the new skill-sets now being demanded of you?
FCA consults on updated social media guidance
  • Article
  • 05 Sep 2023
An explosion in the use of influencers to promote financial products is under the spotlight after the FCA admits current advice has failed to keep pace with the evolution of social media.
The golden rules for making redundancies
  • Article
  • 03 Nov 2022
Dismissing employees is an art, not a science. Some bosses have mastered it well; others fail abysmally and – thanks to social media – very publicly. We consider six things to avoid when delivering bad news.
Tweeting your way to success
  • Article
  • 20 Jan 2022
Twitter is well used as a tool for business, but how does it work for accountants? We speak to members of the accountancy Twitterati about using the social media platform to best effect.
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How social media is shaping the new generation’s political outlook
  • Article
  • 01 Sep 2021
The youngest in society have a different view of how to bring about change through protests. Business leaders should understand why – and take note of the implications

Reports

Exclusive SR71 The Retail Revolution
  • Report
  • 2021
  • PDF (2,126kb)
Our focused report on retail will detail the vast changes that have been undertaken in this industry since the onset of Covid, and how you can adapt to get to the top
Exclusive Special Report 68: Commercial Insight
  • Report
  • 2020
  • PDF (1,761kb)
This special report explores how to be more commercial to add value and generate profit for your firm.
Why company directors should use social media
  • Thought leadership report
  • 2020
  • PDF (1,312kb)
Directors should start using social media to engage with all stakeholders. Social media attracts an enormous number of users, including company employees, suppliers, and existing and new customers. In this ICAEW Connect and Reflect report, we describe the benefits of social media for directors.
How directors might use social media
  • Report
  • 2020
This guide provides insight on how directors could start using social media to engage with all stakeholders and yield benefits. Social media attracts an enormous number of users, including company employees, suppliers, and existing and new customers.
Exclusive SR67 Problem solving
  • Report
  • 2020
  • PDF (1,647kb)
This month’s special report focuses on solving problems of all shapes and sizes in the workplace. Whatever your position in the hierarchy, there are practical hints and tips included to make your day-to-day work easier and more efficient.
New technologies, ethics and accountability
  • Thought leadership report
  • 2019
  • PDF (1,926kb)
This thought leadership report delves into the ethics of new technology.
Exclusive Special Report 62: Corporate Image ... more than a logo
  • Report
  • 2018
  • PDF (2,155kb)
Developing and enhancing your branding as a business can greatly enhance your market presence, especially on-line. This report covers the most important aspects to bear in mind when developing a brand strategy.
Exclusive Special report 60: Communication skills
  • Report
  • 2018
  • PDF (2,459kb)
This report seeks to assist with some of the more pertinent reporting needs for busy finance executives at all levels.
More reports

eBooks

The ICAEW Library & Information Service provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users. If you are unable to access an eBook, please see our Help and support advice or contact library@icaew.com.

Exclusive Blog marketing
  • eBook
  • 2006
  • Jeremy Wright
  • McGraw-Hill
This book looks at the impact that blogging can have on business.
Exclusive Fundamentals of writing for marketing and public relations: a step-by-step guide for quick and effective results
  • eBook
  • 2010
  • Janet Mizrahi
  • Business Expert Press
Simple guide to writing promotional and informational materials.
Exclusive MicroDomination: how to leverage social media and content marketing to build a mini-business empire around your personal brand
  • eBook
  • 2013
  • Trevor Young
  • John Wiley and Sons
Social media marketing for entrepreneurs.
Terms of use

You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.

More eBooks

Business press

The ICAEW Library provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.
Exclusive Don't focus on likes
  • Article
  • 01 Nov 2023
The article focuses on social media engagement and how it impacts marketing for businesses, as reported by the research 'Let’s Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?' by Timothy J. Halloran and Richard J. Lutz. The research found that of the four emoticons studied (Like, Love, Wow and Haha), only Love was associated with more-frequent purchases (an increase of 16%).
Exclusive How brands and influencers can limit fallout from paid promotions
  • Article
  • 01 May 2023
The article reports on how brands and social media influencers can make the most of their relationship, while limiting the damage from paid promotions. Topics include the increase in sponsored content on social media platforms YouTube and Instagram, the accumulative loss in followers experienced by influencers when they post advertising, and suggestions on how to market more effectively.
Exclusive Metaverse – the new marketing universe
  • Article
  • 13 Apr 2023
  • Svend Hollensen, Philip Kotler, Marc Oliver Opresnik
This study aims to present and explain the concept of Metaverse, which can be regarded as the 3D version of the internet. The author explores how the Metaverse is functioning as a marketing platform, using a case study from shoe retailer Nike's virtual world, 'Nikeland'.
Exclusive How to use psychological targeting
  • Article
  • 01 Mar 2023
  • Sandra Matz
Psychological targeting - influencing behaviour by targeting personality traits, having collected data into consumers' psyches - has come of age as a marketing tool. The article explains how it works, its potential perils and the ethical way to use it as a marketing technique. Hilton Hotels and a beauty retailer are used as case studies of creating personalised social media marketing for introverts and extroverts.
Exclusive Enter the digital human
  • Article
  • 01 Mar 2023
  • Mike Seymour, Dan Lovallo, Kai Riemer, Alan R.Dennis, Lingyao Yuan
Article discusses the introduction of 'digital humans' which use advances in artificial intelligence and computer graphics to put a human face on chatbots and other computer-based interfaces. These may not be as versatile as a genuine human but offer advantages in cost, customisability and scalability.
Exclusive Few accounting firms use social media
  • Article
  • 09 Sep 2022
  • Chris Gaetano
A recent UK study found that not many accounting firms use social media, which makes them far less visible to potential clients. The Verbatum poll found that around 75% of firms do not use social media to promote themselves. The survey further found that 75% of firms' websites failed to meet basic accessibility requirements and that firms tend to ignore the time it takes for their website to load on mobile devices.
Exclusive Market segmentation of online reviews: A network analysis approach
  • Article
  • 01 Sep 2022
  • Hui-Ju Wang
A study proposing a network analysis approach for the market segmentation of online reviews. By collecting sample reviews of pizza delivery restaurants from Yelp via web scraping, this study demonstrates how network analysis techniques can be used to segment online reviewers through a four-step process.
Exclusive Getting more from your marketing AI
  • Article
  • 01 Jul 2021
  • Eva Ascarva, Michael Ross, Bruce Hardie
Article discusses how you can get more from your use of Artificial Intelligence in marketing where AI's abilities may not be being leveraged effectively.
More articles

Online magazines

These journals are available only to logged-in ICAEW members, ACA students and other entitled users. To access them, please log in.

Articles and books in the ICAEW Library collection

The collection of the ICAEW Library & Information Service includes a range of articles, books and reports on social media marketing. Use the links below to see what we have available to request in our Library catalogue (Libcat).

To find out how you can borrow books from the Library please see our guide to borrowing books.

You can obtain copies of articles or extracts of books and reports through our document supply service.

External resources - Atom Content Marketing guides

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