Honeywell Aerospace uses social media in and around trade shows to build awareness for our products, advance pending news and build relationships and engage in conversations with attendees (from customers to partners to the media). Here are four tips we discussed:
Cater to your various audiences on social media: Different networks work for different people. Honeywell is on Facebook, Twitter, Instagram, LinkedIn, Google+, Flickr,YouTube and Sina Weibo, and we vary our content from time to time on these social networks. We use Twitter and Instagram for live updates at trade shows, Flickr to store photos from the event, and networks like Facebook and LinkedIn to summarize our activities.
Posts shouldn’t always be about your company. Share the love and fill your content opportunities with information about your suppliers and customers, like pictures from their booths. Is your company sponsoring part of the event? Promote sponsored activities.
Keep content interesting and open the lines of communication across businesses. At Honeywell, we work with our test pilots for our hashtag (#) campaign #testPlaneTuesday. We’ll periodically tie #testPlaneTuesday to a trade show, too.
Be seen. If you do nothing else, do this: Utilize the show hashtag when your organization is tweeting or on Instagram. The show organizers typically have a designated hashtag so that participants can follow along. Some organizers (like Aviation Week) will have a live hashtag feed streaming at the show. An added benefit? Your company’s followers can get a sense of what it’s like to be at the show, too.