Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/40356
Anna Lopez Brosche, CPA — 39 Managing Partner, Ennis, Pellum & Associates, CPAs Jacksonville, Florida Education: Master of Accountancy, University of North Florida (1995); Bachelor of Business Admin- istration (Accounting), University of North Florida (1993) Professional Associations/Memberships: AICPA, FICPA Hobbies: Reading; Traveling by RV with family Do you embrace cloud computing? According to our IT managed service provider friends, we are currently "partly cloudy" since a number of our current applica- tions are in the cloud. For example, we currently use GoFileRoom for a certain sector of our return population and other back office files. How is cloud computing changing the accounting profession, and how concerned are you with the security issues related to cloud computing? Cloud computing is helping the accounting profession become more global, i.e. removing boundaries to deliver profes- sional services. The opportunity for mobility allows for even more flexibility in working environment and work-from-home arrangements, and assists growing firms in managing its physical workspace requirements. In addition, cloud computing contributes to a stronger disaster recovery plan for firms. On a scale of 1 to 10, I would rank my concern over security-related issues as a 5. Given the nature of the information for which we are responsible, new and changing systems give me a bit of heartache; however, I recognize that this is the direction of technology and communication of information, and it is a risk that our smart IT friends will help us mitigate. Do you foresee the majority of firms still implementing servers for the majority of their computing in their offices five years from now or do you think they will be outsourcing this component to vendors who specialize in this area? As a firm exploring these options heavily at this point, I see a massive move to the cloud in the next five years as firms encounter their server replacement cycles in that timeframe. I definitely see outsourcing to vendors specializing in these services. Cell phone: Sprint EVO 4G What is your favorite smartphone or tablet app? The Drinking Water app, which helps remind me to stop and make sure that I am drinking water throughout the day. What ONE piece of technology could you absolutely not live without? My laptop. Unless on a "completely disconnected" vacation, it is generally attached to my hip. What pitfalls or what unwritten rules of social net- working etiquette exist, which are frequently missed by others in the profession? Having a successful social media presence requires a strategy and should be an extension of your brand. I really enjoy short, helpful and relatively frequent, yet unique, bits of information that some in our profession are posting. Unfortunately, I have also seen where some in the profession post infrequently or use social media as a continuous commercial, which is more about them and less about their followers. Are you using social networking (such as Twitter, LinkedIn, Facebook, Google+) as a marketing tool for your practice … or do you use such sites for personal use only? Have you gained any clients or seen other demonstrable benefits from the use of social net- working? Yes, the firm is using LinkedIn and Facebook as a marketing tool, and I also have personal profiles on LinkedIn and Facebook. It is difficult to connect such profiles or presence to the gaining of clients; however, I am receiving more referrals and I believe that prospec- tive clients and referral sources have more ready access to information that helps increase the flow of business. NOT including your current employer, what company do you most admire and why? I value my role as the creator and keeper of firm culture, which has such a significant impact on the success of the firm and every individual in the firm. Hence, I admire Southwest Airlines and how they set themselves apart from others in their industry. They have consistently maintained high customer satisfaction ratings, and they have simply defined values that guide their performance as a team. The values the company communicates are ones that resonate with their public, both internally and externally, and customers can see these values in true form through interaction with every SWA employee. What are some ways your firm/business has gone "paperless" and/or "green" in the last two years? The firm has been using paperless solutions for our client-serving processes for a number of years. In the past two years, we have done the following things to be more paperless/green: printing more to PDF from a back office standpoint, including issuing paperless check stubs to our employees; no longer using Styrofoam cups and encouraging staff to use washable cups; having employees volunteer to collect recyclables (in lieu of having no recycling service to our office); implementing a portal solution to transfer files to/from clients and deliver tax returns in an electronic format; and converting our office light switches to timed motion sensors. These small steps create "green thinking" and feed us additional opportunities to embrace even more green. What sports team/championship event do you absolutely refuse to miss? I am a supporter of my hometown NFL team, the Jacksonville Jaguars, and I enjoy the Super Bowl. I have recently become an even bigger fan of college basketball and really enjoy watching the NCAA tournament. What are some of your favorite books, movies, music, websites and TV shows? I set a goal to read 26 books this year and have read 22 already. My favorite book is "Think and Grow Rich" by Napoleon Hill. The book has been very impactful for me as we do choose the lives we get to lead and we also choose whether or not we will think positively or negatively. My favorite movie is Serendipity. Although I enjoy various types of music, I find myself listening mostly to the 90s channel on XM radio. For TV, I like the reality shows like The Voice, Sing Off and The Next Food Network Star. I also get a kick out of Wipeout. How many monitors do you have on your desk? Two. Everyone in the firm has dual monitors. Other than SMS on your cell phone, what is your favorite way to IM with your friends and family? Facebook 4 Back to Contents Page 3