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SHOW Issue 2 | 201255ou don't need to be a celebrity to know that the Internet has made the world an exceedingly diffi cult place in which to control people's opinion of you. Social media, bloggers and media outlets such as YouTube have made online perception a constantly updated and indelible entity.It makes the need for valuable and considered show promotion online increasingly important. Reed Exhibitions' e-business director Tesi Baur, who spoke at the recent UFI Asia Open Seminar, says the way in which exhibitions and online come together is often much cheaper and more benefi cial than organisers give it credit for. "Not too long ago, online was much easier to manage than it is today," he says. "Three years ago it was just a website, a brochure. You posted the date of the show, a few reasons why the user should come, maybe an exhibitor search and something about the visitors and the industry."Nowadays, says the UFI ICT committee vice-chair, there are more components to an exhibition's online strategy, including commercialising and making money from your website and using it to enable exhibitor and visitor workfl ows.But above all, there is social media: the biggest change to occur to organisers' online show elements in the last two years. "The big change social media brings is that your brand awareness is not in your hands anymore," warns Baur. "People talk about you on MANY PROSPECTIVE CLIENTS WILL LEARN ABOUT YOUR SHOW ONLINE. REED EXHIBITIONS' E-BUSINESS DIRECTOR TESI BAUR DISCUSSES NOVEL WAYS TO REAP THE UNTAPPED BENEFITS OF SOCIAL MEDIACREATING A STIR