Army of Tweeting Tax Pros Leads H&R Block Social Push

H&R Block’s new social-media plan has at its core a 1,000-member tax-professional team, chosen from 100,000 H&R employees across the country, who have been “social-media-qualified.” The tax team will answer questions directly, but also will “listen” in to concerns or problems being discussed within communities and forums and respond accordingly.

H&R Block has sold do-it-yourself tax-preparation software for 15 years, but it hadn’t done much to market it. After all, the bulk of the company’s business comes from 12,923 retail storefronts where preparers do taxes for people who can’t or don’t file their own.  But this year, the $4.1 billion company is backing “H&R Block At Home” software with a marketing program including the ambitious social-media push.

It includes a dedicated TV spot, a Facebook fan page and a YouTube channel as well as a Twitter presence.  AdAge has the story here (registration required to access).