Social Media is more popular than ever thanks to networks like Twitter and Facebook How is your company using social media to engage your audience? Read this social media plan to learn best practices for using social media as an everyday apart of your business.

1. Social Media Plan: Concord Components
Prepared by Evan Atkinson, Tynesha Brown and Reggie Peterson for Elon iMedia
Introduction
Social media marketing is the process of using social media to gain web traffic
and attention for your particular business. Social media can help drive repeat business
and to attract new customers for your company.
Through social media marketing Concord Components will have a wider reach,
at a low cost while implementing multiple strategies to attract traffic, and target traffic.
Search engine optimization (SEO) is also an important part of a business's web
presence, and through social media you can also improve your search rank.
This plan will teach you how to listen to your audience, how to participate in the
online conversion, tactics for the conversation, and how to measure this.

2. Social Media Goal
Use social media platforms to develop a social presence, while becoming an advocate
against the distribution of counterfeit parts and becoming seen as an industry problem
solver. Build strong relationship with customers, who recognize Concord’s superior
customer service, and guarantee of quality components.
Key Performance Indicators (KPIs)
These key performance indicators are tangible goals for your use of social media.
These KPIs help you measure if you are staying on track of your goal over a 3-month
trial period:
● Increase all social media account followers by 10 each week (Twitter, LinkedIn,
Google +)
● 10 blog visits each week
● 3 blog shares each week
● 5 Twitter retweets each week
● 3 Twitter favorites each week
● 10 LinkedIn visits each week
● 50 white paper views on SlideShare
● 10 white paper downloads from SlideShare
● 5 white paper shares through SlideShare
● 10 additional Google + followers each week

3. Listening to the Conversation
You want to listen to what people are trying to say about your company? The
industry leaders, existing customers, Linkedin professionals and influencers are all part
of your target audience. This audience will let people know how honest and trustworthy
your business actually is. You will have to interact with your online audience to learn
what’s going on. You should check your Twitter mentions every weekday and respond
to people who have mentioned you in the conversation. You should also check the
activity in your LinkedIn groups and respond. It would also be in Concord Components’
best interest to contact business leads collected through SlideShare.
What to Track
You will need to keep a record of the following listed below, so you can
know how to better engage with the online conversation about your
company.
● Likes and posts
● LinkedIn and Twitter followers
● Number of potential prospects sent to sales
● Favorites
● Shares
● Retweets
● Linkedin Group Members
● Google+ mentions
● Google+ circle adds/followers
Figure 1: Sample of a social media dashboard that can provide data for tracking

4. Measure successes
Blog
● Blog visits (measured using Google Analytics)
● Where traffic is coming from (measured using Google Analytics)
● Top viewed posts (measured using Google Analytics)
● Social shares (Can be tracked using LinkTally.com)
● Number of times Concord Components appear in Google search (measured
using Google Analytics)
Figure 2: Example of a Google Analytics report

5. Linkedin
● Who views Concord Components profile (demographics: gender, location, etc.)
● Total profile visits
● Keywords used to find Concord Components profile
● Number of times Concord Components appear in search results
● Industries of people viewing your profile
(These stats are available to premium account Linkedin holders)
Slideshare Pro - White Paper Marketing with lead tracking
● Total views
● Total downloads
● Presentation views
● Presentations
● Social shares (Tweets, Facebook likes, and Google+ shares)
Figure 3: Slideshare Pro dashboard

6. Google+
● Views
● Followers
● Google+ mentions
Twitter
● Use bit.ly to create short links to white papers, blog posts, etc. Use
bit.ly analytics to track clicks, shares
● Mentions (Tracked using LinkTally.com)
Participating in the Conversation
Good social media practice means more than just sending your messages. A
trusted company will provide useful information from other sources and engage with
others online. Here are some strategies.
Twitter ( you should follow these people to join in the conversation)
➢ Share a mix of relevant links, engaging content
➢ 15 tweets per week
➢ Retweet engaging content and relevant content from other industries or business
1. 3M - @3MNews
2. AMD- @AMD
3. Hewlett-Packard- @hpbi
4. IBM - @IBM
5. IBM Design - @ibmdesign
6. TDK-Lambda - @tdklambda
7. Mitel - @Mitel
8. Philips - @Philips
9. Sharp - @Sharp_USA

7. 10.Mitsubishi - @mitsucars
11.Infineon - @Infineon
12.Samsung - @Samsung
13.Solid State - @Solid_StateTech
14.Secure Components - @SecureComponent
15.Honeywell - @Honeywell_Aero
16.Sony - @Sony
17.Toshiba - @ToshibaUSA
18.Motorola - @Motorola
19.Panasonic - @PanasonicCorp
20.Panasonic USA - @PanasonicUSA
Linkedin ( Follow these companies and participate in groups to join in
the conversation)
➢ Create your own LinkedIn group
➢ Monitor and participate in Q&A
➢ Add something about posting content to the company blog
➢ Encourage employee participation
➢ 3 post per day
➢ Post white papers
1. 3M
2. AMD
3. AVX
4. Conexant
5. Diotec
6. Fairchild
7. Hewlett-Packard
8. IBM
9. Murata Electronics
10.Philips
11.Sharp Electronics
12.Fujitsu
13.Infineon Technologies

8. 14.Samsung
15.Semicoa
16.Toshiba
17.Zilog
18.Panasonic
19.Exar
20.Quicklogic
Figure 4: Overview of the LinkedIn Group
LinkedIn Groups

9. Google+ (Add these companies in your circles)
➢ Link blog posts to Google+
➢ Post white papers
➢ Comment on posts
➢ Share engaging content and relevant links
1. 3M
2. AMD
3. Panasonic
4. Motorola
5. Toshiba
6. IBM
7. Hewlett-Packard
8. General Electric
9. Honeywell
10.Intel
Slideshare Pro
Use Slideshare Pro to present information on topics relevant to the industry
in the form of both slide decks and white papers.
● Create 1 Slideshare presentations every two months
● Post White Papers
● Post webinars, slide decks,
● Generate views and leads

10. Showing Expertise Through Quality Content
Blog
Blogging is a very powerful tool for your business. It’s a simple way to connect with and
share timely information with people who are interested, while giving your company an
online voice. Blogging can also enhance your placement in search results, as you
continue to create fresh content, which search engines reward. Through a blog you can
create your company's personality, and tell your brand's story. Our goal through social
media once again is to become an advocate against the distribution of counterfeit
components/parts and be seen as an industry problem solver.
Blog Topics:
1. What Exactly is a Counterfeit Part?
2. The Impact Counterfeit Parts Have on the Industry
3. How to Avoid Purchasing Counterfeit Parts: Best Practices
4. How to Train Employees in Counterfeit Detection
5. Methods for Testing Counterfeit Parts
6. What Makes a Qualified or Trusted Supplier?
7. Risks Involved in Buying Counterfeit Parts
8. Causes of the Rise in Counterfeit Parts
9. Different Counterfeit Methods
10.Top Components Subject to Counterfeit and Why: What Parts Are Being
Counterfeited Most?
11.How to Report Counterfeit Parts
12.Questions to Ask Your Component Supplier
13.Key Factors Leading to Greatest Counterfeit Risks
14.Fake Parts in the U.S. Military
15.What Industries are Affected Most With Counterfeit Parts?
16.Industry Counterfeit Standards and Reporting
17.Where Do Counterfeit Parts Come From?
18.How Do Counterfeit Mitigation Companies Help?
19.What Are the Differences Between Supplier Certifications?
20.Impact of Using Counterfeit Parts

11. White Papers
Another effective way to create an online influence, and Internet presence for Concord
Components is through white paper marketing. White papers help people in their
decision making process, and aid them in evaluating potential purchases. Writing white
papers helps your company seem more credible, trustworthy, and knowledgeable by
offering solutions to industry problems. Below are 3 suggested white paper topics for
Concord Components:
1. Counterfeit Part Avoidance Best Practices
2. How to Train Employees in Counterfeit Detection
3. How to Implement a Counterfeit Parts Plan
Twitter
Another efficient social media strategy is to use the social networking and microblogging
service Twitter. Twitter is a place to connect with customers and potential consumers,
while also allowing a platform for customer feedback. Using Twitter to communicate
with customers if very powerful. Another great way to use Twitter is to help promote
your created content; in Concord Components case your blog and white papers.
On Twitter it’s important to use hashtags. Hashtags help identify messages on a
specific topic, help you target your audience get you more retweets, and can get you
more followers. Below are 5 suggested hashtags for Concord Components:
1. #ConcordComponents
2. #ConcordHelps
3. #ConcordChange
4. #InstaChange
5. #SmartParts
Mine your blog posts for Tweet ideas. Any major interesting fact you share in a blog
post or white paper can become the content of a tweet, if reduced to 140 characters.
The answers to your blog topics could easily be turned into many tweets for your
followers on Twitter. It would be relevant and timely information, and also align with
your goal of becoming an advocate against the distribution of counterfeit parts and be
seen as an industry problem solver. Using the hashtags above to gain attention, and be
unique on this social media platform can also help in getting a larger reach for your
message. As mentioned above, through Twitter you can also link to your company blog
or white papers.
Example:

12. ● Do you know the impact counterfeit parts have on the industry? Learn by clicking
on the link to our blog! #SmartParts #ConcordHelps
● Counterfeit parts can be dangerous. Read Concords white paper on Counterfeit
Part Avoidance Best Practices #ConcordChange #InstaChange
Accounts you have created to listen to the conversation can be places for you to shape
it as well. LinkedIn provides another place for your business to be seen as a thought
leader and expert. On LinkedIn you can promote your white papers and blog for more
views, shares, and likes. Google + can also be used in much the same way. Content
posted on your blog can automatically be uploaded to your Google + page, because
both are linked by Google. White papers can also be promoted on your Google + page
for more reach, by sharing them on your Google + wall with a bit.ly link for tracking.
SlideShare allows users the ability to upload presentations, and documents for people
to view. SlideShare is an excellent place to upload Concord Components white papers
because SlideShare’s main demographic are business users looking for high quality
content, for business purposes. On SlideShare your content can also be liked, tweeted,
and shared which has the potential to expand your online reach even further.

13. Learning from the Conversation
Measurement plan
**You will use the KPI Tracker that we created to measure the interactivity of your KPI’s.
The content that will be tracked is listed below in the Social Numbers section**
Social Numbers
● The increase of audience activity for the KPI’s listed in the Goals section will be
evaluated every week in order to know what content attracts more traffic.
● Keep track of increase in Google+ views, followers and circle.
● Keep track of increase in LinkedIn friends and interaction.
● Keep track of shares and views on Slideshare.
● Keep track of mentions, followers, and popular tweets on Twitter.
● Keep track of Blog views and interaction.
Evaluation plan
● What content is most popular?
● What are most popular demographic areas?
● Which platform is generating the most interaction?
● 6-month content evaluation plan
●
Examine your records quarterly to assess the success of your social media activities in
achieving your business goals. Look for areas of strength (lots of progress) and
weakness (little progress). Use what you have learned to direct your future campaign
actions. For example if Google + is the platform that is generating the most interactions
with your website then we would focus more on marketing and networking on Google +
and so on. If white papers are generating lots of leads, but few people are clicking on
links on Google+, consider addition additional white papers, but marketing them
elsewhere.