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With over 103,000 people visiting around 200 exhibitors, including more than 40 manufacturers, Motorcycle Live 2018 was undoubtedly a great show. But how did it fare from a social media perspective?

The answer to that question is a mix of positives and negatives.

The team behind the show’s own social media activity did a superb job – the best yet, in fact. As well as a good stream of planned content before, during, and after the event, they were really on the ball with liking and sharing/retweeting posts from exhibitors and visitors.

It was also encouraging to see the ‘Social Hub’ in Hall 4 being promoted as a show feature:

“Meet your favourite MotoVloggers, bloggers and influencers at this year’s Motorcycle Live! The Social Hub… will play host to different social media personalities every day, giving show visitors the chance to meet them face-to-face and chat about all things two wheeled.”

“Influencers” is very much the operative word in that description. Guests included the likes of Bruce Smart and the Missenden Flyer. Much more could potentially be made of the Social Hub idea.

If you’re still unconvinced about the popularity and relevance of Twitter as a channel for marketing communication, take a spin through all the activity tagged with the #MotorcycleLive hashtag.

A number of exhibitors invested effective time in show-based social activity and stood out as examples to learn from. They included, among others, TagAcam, Jofama, Sam Manicom and R&G.

 


 

Given they had what was widely regarded as the best stand at the show, with a replica Spitfire as its attention-grabbing feature, you might have thought CCM would be on that stand-out list as well. There was no lack of social media activity on their part, but not a single one of their tweets included the show hashtag and their sharing of visitor posts was limited. They’re not alone in having missed those tricks.

 


 

Harley-Davidson and Piaggio were inviting visitors to take selfies and tag them on social media. There was more of this kind of thing in 2017, and a notable absence of originality this year.

The official show guide once again provided a sad indictment of where social media fits within the motorcycle industry’s psyche. In the A-Z listing of exhibitors, which they’re not charged any extra to appear in, 30% didn’t include their Facebook address, 48% their Twitter ID, and 67% their Instagram. All the exhibitors at this year’s show have at least one of those channels.