The 'big four' delve into social media

The 'big four' accounting firms are delving into social media and the question is, "should you bother if you're not going to do it right"?

Ernst and Young, PricewaterhouseCoopers and KPMG are all dipping their toes into social media such as Twitter and Facebook, with only Deloitte diving in headfirst.

Deloitte employed social media expert Paul Jacobs from Engage Online to help build its Facebook and Twitter pages which have now been running for three months with 885 Facebook fans and 146 Twitter followers.

Deloitte talent acquisition manager Richard Long says it is taking the social media platform to a whole new level next year, hosting a live-streaming video chat session on Facebook for potential graduates in January.

"We're breaking new ground with the video platform on Facebook and people attending can ask questions on Facebook and we'll answer them live.

"Everything we're doing is designed to engage and interact on the student level."

He says Deloitte's social media is aimed at communicating the human face of Deloitte at a down-to-earth level.

"Social media is the best way to engage and have conversations with students. Our Facebook page has snowballed, in three months we've gone from zero fans to over 800."

Deloitte's Facebook page includes a discussion page where it asks questions such as: what sort of events would you like Deloitte to hold in March? It has photos of what the Deloitte interns get up to and the wall page is where graduates can ask questions which Deloitte interns answer.

It also has a colourful Twitter page for graduates with links to blogs and messages by Deloitte interns.

KPMG senior human resources manager Richard Westney says KPMG is also starting to look at developing social media and is using a social media specialist to develop a Facebook page.

"Twelve months ago it was hard to sell social media as a business case. Now, why wouldn't you? Most businesses are involved in social media and you need to have a presence there."

He believes social media is successful as a tool to pick up followers, but the jury is still out as to whether it is effective.

KPMG also has an internal Twitter page which is locked to external access.

Ernst and Young only has a Twitter page at this stage called Ernst and Young Careers.

It gives updates as to where careers lectures will be at different universities and its last post was October 2.

PricewaterhouseCoopers marketing director Amanda Callender says the firm sees social media as an exciting channel for application across its business and one that is used successfully by PricewaterhouseCoopers member firms overseas.

"There are several pilot programmes underway and the New Zealand firm is integrating social media into our communications strategy, so watch this space."

Tim Watts, director of Grad Connection which connects companies with new graduates, says the career days of handing out brochures have traditionally been popular, but now the best bang for your buck is to use social media like Australia.

"In Australia they're all into it and far ahead of us. They actively use social media to advertise jobs and promote their companies."

He says the question is, do students want to be hounded on Facebook?

"These are accounting firms... they can only be so cool.

"Social media is great but what you say has to be in the language graduates want to hear and you have to communicate in a medium they will be attracted to."

Deloitte says rather than pumping out human resources content on its Facebook and Twitter page, it is posting genuine content from interns who graduates can relate to.

Watts believes if social media is done well by companies it can pay dividends, however if the social media's not 100% it can be detrimental.

"There's a cost benefit. Do companies get in a full time staff member to look after social media? Do they have the resources to do that? And if not, is it worth having social media if it's not done properly."

He says some firms are just sitting on the sidelines waiting and watching to see how it goes.

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