A big trade show can be a good place to try a social media strategy. You've got thousands of people in the same place. Many are likely to be interested in what you've got to say about the event -- and about your company. Why not let them know what you're doing, and what you're showing, with tools like Twitter and Facebook? Dow Chemical Co. is taking that approach at K 2010, the big plastics trade fair set for Oct. 27-Nov. 3 in Dusseldorf, Germany. Dow built a portal for its efforts at www.dowstrongertogether.com ("Stronger, together" is Dow's theme at K 2010) that links to its Twitter, Facebook and YouTube pages, plus other relevant sites (including the Plastics Blog). Dow's using Twitter to update its followers about the show. (A typical recent post: What does TomÃ¡s FernÃ¡ndez, Dow's LDPE Product Director, Latin America, think about K 2010? Find out at http://tinyurl.com/2uenb98 #K2010 ) Facebook is about interaction, so that's where the company is encouraging discussion, while at the same time sharing information. (As of today, the company has 84 people who "like" the site). At the show, Dow plans to use YouTube to post daily video news updates. How will this all work? Will it be worth all the effort? Dow will know in a few weeks, and the company will be able to fine tune its social media strategy for future events. This might be the biggest leap into social media by a resin company that I've seen.
Dow's social media experiment at K 2010
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