Social media is the new all-purpose online marketing tool. But what many companies don’t realize is that it can also be used to boost face-to-face interactions with customers. Hewlett-Packard recently employed Twitter to significantly increase booth traffic at the spring Interop Show in Las Vegas, just one example of how businesses are using social media to draw crowds at trade show booths and exponentially growing their customer base.

Wondering how social media can boost your trade show performance? Here are three simple steps to get you started:

Step 1: Pre-Show

Start Building Your Social Networks

• Launch a Facebook, Twitter and LinkedIn business account and invite colleagues and customers to join
• Send invitations to your social media account contacts to your show attendee list, informing them of current promotions and incentives to join in

Generate Pre-Show Buzz

• Send out trade show invitations to your social media networks prior to the show
• Offer compelling booth incentives that motivate people to stop by at the show
• Issue a pre-show press release outlining the promotions and incentives you’ll have on the day for attendees, and post them via social media and PR Web and trade show website.
  

Step 2: At The Show

Continue to Develop Your Social Media Network

• Talk to as many people as you can and collect business cards or attendee information so that you can add attendees to your online network

Employ Trade Show Incentives

• Reward loyal customers and social media network members for stopping by your booth with attendance prizes
• Turn booth giveaways into an interactive Facebook promotions that builds your online fan base, pulls in new members and drives customers loyalty

Step 3: Post-Show

Follow-up on Trade Show Leads and Interact With Them

• Go through your trade show prospects and invite them ALL to join your company on Facebook, Twitter and LinkedIn
• Use Facebook promotions (Instant Wins or Sweepstakes) as an incentive to bring in more fans

Keep your brand on your customers’ minds

• Generate ongoing post-show content via your blog, e-newsletters and social networking platforms
• Keep your longtime and new customers engaged and informed