HBA uses social media to create buzz around show

By Katie Nichol

- Last updated on GMT

Health and Beauty America (HBA) is embracing social media ahead of the 2010 show in September to build excitement and encourage virtual networking amongst attendees.

HBA Global Expo & Conference is the biggest event in North America for the cosmetics, personal care, fragrance and wellness industries.

Expanding the show’s social networking presence via Facebook, Twitter and LinkedIn is expected to aid promotion of the event, and provide platforms through which attendees can communicate with each other, according to the event’s organizers.

“We will be able to amplify our programs, speakers and special events that will help attendees have a more meaningful experience at HBA and encourage networking and the exchange of information amongst friends, group members and followers,” ​said Jill Birkett, Brand Director of Beauty & Wellness.

Twitter followers offered special discounts

Through the micro-blogging website Twitter, HBA will announce new products and exhibitors at the event as well as providing real-time information and content updates on the conference program and speakers.

Additionally, followers on Twitter (@hba_events) can benefit from special discounts, according to HBA.

Active community on LinkedIn

Boasting over 600 members, HBA’s LinkedIn group is an active community where industry professionals can interact through the sharing of relevant news and articles, ask for peer advice, and discuss hot industry topics.

According to HBA, the group (HBA Global Beauty Event) has already discussed ways to find new vendors, ingredients and materials. Like the Twitter page, members of the LinkedIn community will also receive show updates and special discounts.

Facebook fan page

HBA also has a presence on popular social networking site Facebook, (HBA Global Expo & Conference) with a fan page that sends members show information and sneak previews of HBA special events.

A dedicated discussion forum currently invites users to post details of the educational content they would like to see related to marketing at the conference, allowing attendees to use the Facebook page to influence conference content.

A spokesperson for HBA Global Expo said that social media was a useful tool in the development of the educational content of the show.

"It is important for us to know what educational topics and professional development issues are relevant to our customers and attendees. Social media ia a great way to engage our audience and get their feedback," ​the spokesperson told CosmeticsDesign.com USA.

HBA Global Expo & Conference is taking place September 28-30, 2010 at the Javits Convention Center in New York.

Related topics Market Trends

Related news

Show more