The Center for Exhibition Industry Research came out with a study which asked exhibitors the promotional tools they find most effective in getting word out about their participation at a trade show.

To download the study, you’ll have to pay, however, Association Meetings did a nice job summarizing the findings. Exhibitors are now using social media and virtual events to drive people to their booths at trade shows.

Here are some of the numbers:

• Twenty-six percent of respondents use virtual events, while 23 percent use microblogs, like Twitter. These percentages are anticipated to rise to 31 percent and 30 percent, respectively, in three years.
• Roughly 41 percent of survey respondents say they use Facebook, LinkedIn and other social networking websites for promotional purposes.
• Thirty-six percent use videos, and 34 percent use blogs, and this number will rise to 44% in 3-years.

Now, what stuck out for me what this line:

use other social networking websites for promotional purposes

Uh-oh. Be careful. If your sole purpose to splash your ads and spam people with your promotional message on Twitter, Facebook or LinkedIn, then sadly, using these tools will be ineffective.

Interacting with people in social media is alot like attending a networking event. No one likes to be around “that guy” who only talks about himself and shows disinterest as soon as you open your mouth.

My message to exhibitors using social media simply for promoting their booth is to be unlike “that guy”. Show interest in who you’re interacting with and build rapport. Share interesting articles that will help that person solve their most pressing problem. Let your compassion and helpfulness drive people to your booth, not your selfish promo message.