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Fira Barcelona, Gran Vía
31 Jan - 03 Feb 2023

The power of social media and its effects on tradeshows

Jaisica Lapsiwala
Jaisica Lapsiwala, Content Consultant, ISE

Jaisica Lapsiwala, ISE Social Media Manager, shares her opinion on how social media can enhance the tradeshow experience for exhibitors and visitors.

What is your experience with social media and exhibitions?
Not so long ago social media was seen as a ‘nice to have’ add-on, but now it’s an integral part of a marketing strategy for any brand wanting to increase reach and nurture and engage with audiences. Exhibitions are all about connecting with people and social media is about community building – so they go hand in hand.

On a personal level, I am constantly learning, it seems that every week social media platforms introduce new features or changes- from LinkedIn Creator, to Facebook retail stores and Instagram NFTs – there is a lot going on, so it’s an exciting time and endless opportunity to test ideas, experiment and be creative.

How does social media enhance the exhibitor and visitor experience when coming to the show?
With social media, the conversation no longer starts and finishes with the show dates – we are able to have meaningful conversations with our community, understand their needs and build trust all year round. During the last couple of years where the pandemic has forced us to make changes or postpone shows, we’ve heavily relied on social media as a form of communication and to understand the sentiment of our community. Social media has definitely brought people together and served as a forum to share their thoughts and support each other during the last couple of years.

What do you believe is the future of the use of social media in trade show marketing?
I believe there are a couple of trends which tradeshow marketers will increasingly benefit from in the near future – firstly the rise of TikToks, secondly investing in influencers and finally social media as a direct way of doing commerce. I think that we are just scratching the surface and the potential is great.

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