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 Düsseldorf, Germany.
The company built a portal for its efforts at www.dowstronger together.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.”)
Facebook is about interaction, so that's where the company is encouraging discussion, while also sharing information.
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.
Loepp is managing editor of Plastics News and author of “The Plastics Blog.”