JUST HAVING A PRESENCE IS NOT ENOUGH
Just as showing up to a trade show and slapping your logo on a sign isn’t enough, solely creating a Facebook, Twitter, and Linkedin profile or group likewise doesn’t go the distance in delivering your message. You are given this marketing platform (most of the time a free opportunity), so why not maximize the benefits and reap the rewards?

THE SOCIAL MEDIA CHECKLIST FOR EXHIBITORS
Let’s assume you already do the basics: exhibit at relevant trade shows, maintain traditional advertising techniques (such as advertisements, PR, and email campaigns), have a Facebook page, Twitter handle, and Linkedin Group.  You may have started writing a blog and linked all social outlets to your home-base: The Official Company Website.
But there are several more steps that can be taken to maximize social media usage for your exhibiting needs…let’s take a look at ways to stand out from the crowd prior to and during “the show.”

ONE YEAR BEFORE THE SHOW

1. Establish appropriate pages, groups, or profiles with consistent branding throughout.
2. Assign personnel to be responsible for managing and maintaining each.
3. Increase followers- This can be done in a variety of methods including:
   • Launch a campaign involving reward incentives for following
   • Customize a Facebook Landing Page
   • Use links through various outlets
   • Integrate a call to action to follow into traditional marketing (email, QR codes on print or direct mail, etc…)
4. Start Listening!
   • Monitor conversations that are already taking place in your industry
     • Suggested Resources:
       • Competitor sites and blogs
       • Industry websites and publications
       • Linkedin Discussions
       • Search.Twitter.com
       • Google search
       • Google Alerts
       • Google Reader- (organize various RSS feeds in one place)

A FEW MONTHS BEFORE THE SHOW

1. Mention the show in your social media status updates
   • Content ideas:
     • Preparations for the show
     • Countdown to the show opening
     • Glimpses of exciting elements that attendees may be able to experience or see at the show
     • Link to the show’s official website, mobile app, and floorplan
     • Call to visit your booth#
2. Get connected!
   • Find and follow the show or show organizer’s Twitter handle (ex: @OutdoorRetailer)
   • Use the show’s Twitter hashtag in each of your Twitter posts that refer to the show (ex: #ORShow)
   • Start connecting with potential attendees and prospects on Twitter
   • Search relevant discussions, blogs, and Twitter updates
   • Participate in relevant discussions and blog posts
3. Blog about the upcoming show-
   • Content Ideas:
     • Cool or unique booth features
     • What are you excited about?
     • Potential prizes or giveaways
     • Guest Appearances
     • Announce your Booth#
4. Share blog posts via other social media outlets (Facebook, Twitter, Linkedin)

DURING THE SHOW

1. Download mobile apps to your smartphone to facilitate live posting:
   • Hootsuite- Link any Twitter, Facebook, or Linkedin account to your Hootsuite app to easily update each in one spot
   • Or download the Facebook, Linkedin, and Twitter apps separately (I suggest Echofon orTwitterrific for Twitter)
2. Capture photos and videos
   • Content Ideas:
     • Behind-the-scenes
     • Interviews
     • Prize drawings
     • Guest appearances
   • Upload content and update statuses throughout the show to create a “live stream” 
     • But don’t overdo it! People want to hear interesting things, but they do not want to be bombarded

This is a general guideline on suggestions how to maximize your social media usage.  It is important to consider which strategies and platforms work best for your specific company’s goals and needs and for the audience you intend to reach.

Interested in learning more?  

Hill & Partners, Inc.   •    (617) 471-7990  •    info@hillpartners.com

Read more:  Part II- Social Media Outside of “The Show”