World Expo Exploits the Growing Benefits of Social Media

Living in Milan, which is about to receive this large influx of guests from all over the country in a little over a month, I’ve been hearing for years about the “World Expo.” In 2010 it seemed lightyears away and now all of a sudden BOOM it’s here. But if you ask a majority of the people living in Italy what Expo actually is, I’ve noticed you don’t really get a clear answer. And I’m not sure I could give you one myself. Even though I’ve had a good four years to figure it out. Despite nobody being quite sure of what Expo is, there’s a lot of hype surrounding it.


With the event fast approaching in Milan, there’s a lot of buzz surrounding this globally-renowned affair. From organizational efforts to international press to event coordination, everyone wants a piece of the action. And an anticipation of the mega event, even Expo has jumped on the social media bandwagon with an appointed team to take care of everything related to Facebook, Twitter and Instagram.

As a partnership between Expo Milano 2015 and La Triennale di Milano, this special team of creative minds makes up the group that is preparing and managing social communication for the fair that will run from May until October of this year. Much like your typical web agency in Milan, the team has employed creative tactics and content marketing to boost publicity surround Expo, who’s theme this year will be “Feed the Planet, Energy for Life.”

Working as a digital pr professional in Milan, the presence of Expo on all social platforms has been extremely beneficial for our work as well, especially for those of our clients that have a hand in the action. By boosting our clients’ Expo-related projects on the web and pushing them out across social media, we have been able to tag and hashtag Expo, thanks to their Facebook and Twitter presence in order to diffuse our clients’ brands that much more. In just January 2015 alone, #Expo2015 generated about 118,000 tweets, with followers reaching about 363,000. A great opportunity and a high resource for international journalists who are travelling far and wide to immerse themselves in the action.

With a colossal following and a team dedicated to pushing the event, all that’s left is to wait and see what’s to unfold.

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