The document discusses 7 simple social media concepts for accountants to build a likeable business: listen to prospects and customers, tell stories without directly selling, advertise better through targeting, provide value to customers, express gratitude, be authentic, and respond promptly. It emphasizes listening to what customers are asking for, responding to positive comments, telling stories about the business and its people, inspiring customers to share stories, and using strategies like gratitude and value to create loyal customers.