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Associations should encourage their exhibitors to use social media to build traffic to their booths as new research suggests increased benefits as a direct result of such campaigns.
EXHIBITOR Media Group just released its 2012 Social Media Marketing Survey, which found that the percentage of marketers using social media in their exhibition programs increased by nearly 90 percent over last year.
Eight of 10 marketers say their companies are currently using social media for a variety of purposes, including exhibit marketing (58 percent), event marketing (36 percent), and other general marketing purposes (67 percent).
According to the research, those using social-media applications claim beneficial results as a direct result of their campaigns, including increased brand awareness, enriched relationships with clients and prospects, increased booth traffic and event attendance, additional press coverage, and increased sales.
In related research, the Center for Exhibition Industry Research, Dallas, found that 82% of exhibition marketers will increase their use of social media over the next several years.
Also, the TRENDS Social Media Report 2012 found associations overwhelmingly use Facebook, Twitter and YouTube as communication tools. Facebook overwhelmingly is the social media of choice for associations.
Results of the 2012 Social-Media Marketing Survey will be published in the June issue of EXHIBITOR magazine.