Ever thought of the IRS as being socially savvy? Although it may be a stretch for a government agency that hasn’t posted on Facebook — well, ever — there are some lessons we can learn from the way the Internal Revenue Service is connecting with people online.
In honor of Tax Day, let’s take a look at how an unlikely federal agency such as the IRS is successfully leveraging online tools and digital marketing strategies to reach taxpayers. The agency’s use of YouTube videos, mobile apps and even crowdsourcing are proving that companies in virtually any industry can — and should — be connecting with their audiences online.
Ready for some social tips from the IRS? Here we go . . .
Videos. Consider this: American adults are now viewing an average of more than 40 minutes of video content daily. And not all of those are Taylor Swift music videos. Taxpayers and tax preparers turn to videos on the IRS YouTube channel (available in English, Spanish and American Sign Language) to find out everything from when a tax refund will arrive to how to properly account for health insurance coverage under the Affordable Care Act while preparing a tax return.
Why bother with video when most of the same information is available at IRS.gov? Studies show that videos are an increasingly popular way for consumers to get information. A significant portion of the American public prefer to get information from a video than from the written word. That applies even in industries such as insurance and legal services! Haven’t yet delved into video content? Start by sharing fun, entertaining and informative videos on your social media channels. Take some of your own. They don’t have to be fancy!
Multiple social media accounts. The IRS’ focus is on Twitter, but it has a presence on a number of other social media sites as well. The agency’s Twitter feed contains a host of information for taxpayers, including tax law changes, where to get in-person assistance and how to check on the status of a refund. As with its YouTube account, the IRS has a Spanish-language version of its Twitter feed as well. The agency also has a separate Twitter account and Facebook accounts for tax professionals and a presence on Tumblr. The idea is to make the information available to taxpayers and tax professionals in the form — and language — they prefer.
Is your company active on only one social media channel? Nearly two-thirds of American adults use some type of social media daily. Being on more than one social channel can help your company reach the widest audience possible and give people an opportunity to connect with you and your business on the network they prefer.
Mobile options. Available via the iTunes app store for the Apple iPhone or iTouch and via Google Pay for Android devices, the IRS2Go app makes it easy for taxpayers to check their refund status, make a tax payment, find free tax preparation assistance during tax season and receive tax tips and notices. The IRS app is available both in English and Spanish and its user base is growing.
Apps are an incredible way to share information. Nationwide, app usage increased by a whopping 58 percent from 2014 to 2015. The average American now spends nearly two hours a day on a mobile device and that’s only expected to grow in the coming years. Does your business have a way for customers to get the information they need easily from a mobile device? It doesn’t necessarily have to be an app; it can be a mobile-enabled web site. But know this: The shift to mobile makes mobile-friendly tools an investment every small- and medium-sized business can’t ignore.
Contests/giveaways. Who doesn’t like a good contest? The Internal Revenue Service has just launched its first ‘crowdsourcing’ challenge with a $10,000 grand prize for the best ideas to “design the taxpayer experience of the future.” The goal is to find new ways to deliver information online to taxpayers. Online contesting and giveaways can be a great way to reach both existing and new customers and create excitement for your company and brand. Don’t think, though, that you have to offer up a $10,000 grand prize to get people interested. Much smaller giveaways and contests can help you build your audience as well. (That’s why we offer an affordable contesting option!)
Even if your business has lagged in the online realm in the past, there are many opportunities today to catch up — and connect with your customers in new and exciting ways.
Lesley Mitchell serves as managing editor of the Social5 Business Division, specializing in finance and insurance. Her career includes two decades in the journalism industry, where she covered business for publications such as USA Today, The Arizona Republic and The Salt Lake Tribune.
