Case Study: American Institute of CPAs achieves 40% LinkedIn group growth (54,000 members) with LinkedIn Marketing Solutions

The AICPA’s LinkedIn Group Builds Community and Encourages Association Membership

The American Institute of CPAs (AICPA), representing more than 390,000 accounting professionals, wanted a members-only online community where members could network, trade ideas, and view social engagement as a clear membership benefit. The member engagement team needed a secure, professional forum to foster candid discussions, help members build social media skills, and provide a channel for sharing resources and promoting association initiatives.

AICPA launched a members-only LinkedIn group, promoted via LinkedIn Display Ads, its social channels, newsletters and email signatures, and organized interest-specific subgroups to spotlight webinars, toolkits and discussions. The group grew 40% in the first half of 2013 to 54,000 members (about 15% of AICPA’s membership), helped raise brand awareness, and made LinkedIn the top driver of traffic to AICPA’s website while boosting engagement and perceived membership value.

American Institute of CPA

Stacie Saunders

Strategist for Social Media and Member Engagement, AICPA