Social media during a three-month event: a plan you can actually run

Because the hard part is not the opening week; it is week nine. Most teams post a lot when the stand opens, then go quiet as the work of running a pavilion takes over. A profile whose last post is from May tells a visitor in July that nobody is home. Expo 2027 Belgrade runs for 93 days, so the plan has to be one that a small team can keep up without heroics, with the effort spread across the whole summer rather than spent in the first fortnight.

This post is the social media part of our wider digital marketing plan for Expo exhibitors, and it uses the same dates. It assumes one or two people own social media alongside other work, which is the usual case for a stand or a pavilion team.

The plan has three phases, each with a different job. Before opening, you give people a reason to visit and a way to find you. During the Expo, you show that the stand is busy and worth the trip. After closing, you thank the people you met and keep the conversations going. The dates below are our recommendation from general practice and match the timeline in our cornerstone guide.

Approve the social calendar for the first month of the Expo by 24 April 2027, three weeks before opening. Plan the later months one at a time, in the last week of the month before, so the content reflects what is actually happening on the stand.

A rhythm you could keep in your busiest week, not your quietest. For most stands that means three planned posts a week, a few stories on days with something to show, and one short planning session. Fix the slots: the same kind of post on the same day each week. That removes the daily "what do we post?" question and makes gaps easy to spot. If the stand is unusually busy, drop the stories first and keep the three posts.

Ask the stand team to send photos to one shared folder every day, even if nobody plans to post them. A good photo set from one afternoon can carry several posts, and a short talk can become several clips. The owner chooses; the team only collects.

Things a visitor can only see by coming, and the people behind them. Real photos from the stand beat polished campaign images, because they prove you are there. Keep each post to one idea and one image or clip, and say where to find you in every caption.

• Your product or demo in use on the stand, shot on the day.

• The people a visitor will meet, with their names and what to ask them.

• Talks, tastings or demos coming up this week, with the time.

• The build before opening: the stand going up, the first test of a screen.

• Visitor moments, only with the visitor's permission for close-up photos.

• Your national day or a special event, planned in advance (see below).

Treat it as the biggest week of your calendar. The organisers say each participating country will have a national day, which is the moment a delegation, its press and its business community pay most attention. If you exhibit with or near a national pavilion, plan a build-up post a week before, coverage on the day and a recap the day after. We found no public calendar of national days as of 11 November 2026, so ask your national commissioner or the organiser for your date.

A named person for each day, written in a rota, with a back-up. Messages are where social media turns into meetings, and an unanswered question in the comments is visible to everyone who reads it. Check messages at least twice a day, answer in the language the person wrote in when you can, and move anything that looks like a lead to the same place as your other contacts. The channels themselves are compared in our post on lead capture at a pavilion.

• Write answers to the five questions you expect most (where are you, when are the demos, how to book a meeting, prices, after the Expo) before opening.

• Agree what the person on duty may answer alone and what goes to someone else.

• Hand over the rota with the stand rota, so nobody on duty is also running a demo.

Our social media management plans and produces the calendar for the whole run, to a schedule you approve, and our brand and UI design work prepares the templates and visual material that keep posts consistent. See how it fits the rest of your preparation on our Expo 2027 page, or tell us about your stand on the quote page.