Intuit Inc. never had a dedicated social media marketing manager before Adrian Parker joined the company in February 2012. While Intuit had been active in social channels, it decided it needed somebody to step up its social brand-building efforts. With financial products, Parker said, trust is especially important when choosing a vendor. "They have to trust us, and peer recommendations like the ones that go on in social media are one way that happens," he said. Pinterest and Instagram—two typically b-to-c platforms—are a big part of Intuit's new social strategy. On Pinterest, the company focuses on such specific customer segments as small business, collecting pins that appeal to small-business owners. Instagram is a good way to show customers and prospects who works at the company and what they do on a day-to-day basis. The company features its customers on social media, too. One recent campaign ("Intuit Innovators") incorporated a mobile website, Facebook and Twitter to present stories of accountant customers. Intuit asked them to send their stories in, then posted and disseminated them using social media. "Our Facebook reach increased five times in the first week, and engagement increased 22%," Parker said. Since starting in his job, Parker has seen big changes in other key performance indicators as well. Today, Intuit holds the No. 1 spot when it comes to share of voice, up from "hovering around No. 3," he said. Engagement is also way up, with the company seeing a fourfold improvement in engagement year over year. Audience growth is also impressive, with a threefold increase in Intuit's social media followers and fans, Parker said.