We all know that social media is absolutely essential to your marketing, advertising, and overall communications. And we all know that it’s essential to trade show marketing, right? Maybe you’re not convinced. In fact, you shouldn’t be. Just because everyone is talking about social media, doesn’t mean that it’s particularly useful for trade show strategy. In fact, there are a few myths out there that may be turning you off to the really useful parts of this very flexible form of communication.
Myth #1: You have to tweet on twitter ALL the time.
Some say every three hours. Some say more. But seriously, it’s not that important. Having a Twitter account can be a great way of connecting with people in your industry, but no one is waiting for your tweet. Think about a tweet as a sign held up on the side of the highway. A lot of people are going to see it briefly and then it will be gone. So tweet away, when you can and when you have something important to say — something that will make your audience click to read more.
Myth #2: Social Media is Casual So Let It All Hang Out
Social media is casual…when you’re talking about what movie you just saw or what your 1 year old just did. But business is business. Keep the message focused on business and the benefits your can bring to customers. A new solution to will reduce inventory costs by 20% just revealed at Pack Expo — that is going to get attention with no bells and whistles.
Myth #3: I Have to Be Entertaining
If you’re in the entertainment field…yes. Stick to the benefits and include where and when your audience can get more information or talk to you personally.
Myth #4: My Company Needs a Blog / My Company Doesn’t Need a Blog
Your company needs a flexible form of communication that can be updated from trade shows to keep information relevant. Blog technology provides that medium, but you don’t need to brand it as a blog. Just add that element of flexibility to your site and load in information on sales, news, and special events.
Myth #5: Everyone’s Talking, So Should I
In LinkedIn, online discussion groups, Twitter, blogs…you name it — there are people chattering. But there is very little actual engagement. If you read and listen to what customers are looking for in your industry and then if you’re able to actual engage them in a dialogue…you’ve done something very special online. And that will be reflected in how customers perceive you at trade shows and beyond. So take time to answer questions online and be specific. You’ll be found in Google and rewarded with new relationships and prospects.



