When to Post about Tradeshows on Social Media

Not every brand has the benefit of sexy models on private jets to post about on Social Media. Some brands, like businesses from the energy sector, have important messages to get out to their audience that are not very photogenic … and often brutally repetitive. One of those posting topic decisions that marketers must make, is how often to post about the tradeshows attended by the team. Big brands that are hustling might attend a new tradeshow each week, but how often should you tell your audience about those events online, and on which channels?

How do we know when & where to post about tradeshows on Social Media?

Tradeshows come with their pros and cons when it comes to using one of your valuable monthly posts to talk about your involvement. On the one hand, a big tradeshow or corporate event could be a door to reaching thousands of people interested in your industry (who also just happen to be in the same room as you). It could also be a wasted shout into an empty echo chamber.

Our team typically judges whether an event/tradeshow is worth posting on Social Media by looking at the landing page for the event. If it’s big/reputable enough to necessitate special posts, they will have tagging opportunities on display for you… 

No Hashtags +
No Social Media Icons on the Event Page +
No Event Landing Page AT ALL

Ultimate question: Should you post about every tradeshow you attend? With a Tweet that lists the when/where of your brand’s involvement, absolutely.

Tradeshows are great for Twitter, there is really no “too much” here because it’s such a fast-paced channel where very few people go and read your entire feed (so they won’t see repetitive posts). Additionally, when people post about tradeshow-type events they usually turn to Twitter first anyway.

This is where the hashtags for events work the best too.

The decision to post tradeshows on LinkedIn should be goal oriented…

Do you want to meet certain industry people at this show?
Do you have certain networking goals to achieve?
Are people going that represent big brands we can tag?
Is the event sponsored by businesses we can tag?
Do you have special swag to give away at the booth that we want to pull people towards?

Pro Tip! Snap a pic with any person you want to network with after the event. When you’re back at home after the event, make a LinkedIn post with your best pics and TAG away to remind people you met!

The other social channels are more delicate and should be reserved for our best posts. Reserve Facebook posts for:

Events You Host
Charity Events
Events You Sponsor
Events you attend where the sponsor can be tagged

The real benefit in posting during a Tradeshow is to engage with people in the moment. If an event is big enough to have a hashtag and lots of people in attendance, then we could set up a contest or giveaway that engages with people on the hashtags and pushes them to your booth for a reward.

The other benefit is taking pics and getting names of people who we could potentially tag in the pics after. People love seeing pics after a great event. Pics in the moment are great to post, but can be difficult for the team on the ground to facilitate. Consider sending a dedicated social media person to your largest events (must meet the parameters of the equation above).

Should you use the same graphic for all Tradeshow posts to create audience recoginitioin?

I’m not typically a big fan of using the same branded graphic for all posts about tradeshows because they happen multiple times in a month often and clog up our channels. One set graphic only really works for a big brand like Dell that is posting lots of stuff in between to break things up. However, a graphic for your “Event of the Quarter” post where you reminisce on the event you enjoyed most that quarter could be something fun that people look for … and wouldn’t repeat nearly as often.

Consider sharing this article with your network!

Stephanie Bogus

The difference between Social Media dabbling and Social Media Marketing is a unified message. As a leader in content strategy for Speak Social, Stephanie adds life – and words – to a brand's goals. She sits down with clients to complete a Brand Profile, otherwise known as the playbook to any Social campaign. She may provide the content, but the voice is all theirs. Stephanie began writing in high school as a co-founder of the first edition of her school newspaper in 20 years. She graduated from Bloomsburg University of Pennsylvania with a degree in Journalism and minor in Political Science. While in school, she served as Editor-in-Chief of the school’s newspaper and completed an internship at Fox News in Philadelphia. She moved to Austin after graduating to take a marketing position with a large Federal Credit Union. Eventually, the world moved online to blogs and Social Networking, and her focus shifted. Download Stephanie's Writer's Résumé

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