We aim to enhance our presence and activity on social media. The Poland Convention Bureau’s Facebook page is already well-recognized and followed by many professionals in the meetings industry. In late 2022, we expanded our digital footprint by launching official accounts on Twitter and LinkedIn. We encourage you to follow us on these platforms and use the hashtag #DestinationPoland when sharing updates about your Meetings, Incentives, Conferences, and Exhibitions organized in Poland.
Tailored Social Media Communication for the MICE Industry
International destinations have long differentiated their Destination Marketing Organization (DMO) communication strategies between Leisure and MICE audiences. For convention bureaus, LinkedIn (company and showcase pages) and Twitter remain the primary channels for reaching business tourism stakeholders. Instagram is also gaining traction as bureaus increasingly share visual content – such as photos, short videos, and Reels – to engage a wider audience.
While Facebook’s role in the international MICE conversation is gradually shifting to a secondary position, it remains a key platform in Poland for connecting with domestic partners and audiences.
Facebook’s Ongoing Role
Facebook continues to be one of the core communication tools for the meetings industry in Poland. Analysis of our Facebook community shows that nearly 75% of our followers are based in Poland.
Given the long-standing history of the Poland Convention Bureau’s Facebook page, its rich archive of posts and visuals, and its continued relevance in the Polish market, we encourage you to follow us there. Most of our Facebook content is published in Polish and tailored to our local audience, but it remains a valuable channel for staying informed and connected.
After nearly 8 years, the Poland Convention Bureau returned to communication on their reclaimed profile on Twitter at twitter.com/PolandCvB.
Poland Convention was one of the most active CVBs during the IMEX America in Las Vegas and IBTM World in Barcelona, publishing valuable content from these events and supporting participating Polish partners. Equally important to us was sharing updates, photos, and videos from the 61st ICCA Congress in Krakow.
Thanks to the actions taken in October 2022, we were able to regain control of the @PolandCVB account on Twitter. The account has been secured. The first actions taken on PCB’s recovered Twitter account were:
- Modified the name from Poland CB to Poland Convention Bureau and updated the Twitter handle (@polandCVB – we want to be consistent all over the internet)
- Modified the description of the profile
- Added a banner for the ICCA Congress in Krakow
- Added a link to the current website
- Published a tweet saying “We are back”
Why is it worth having a Twitter account?
Active communication on Twitter by a convention bureau can bring many benefits, including:
- Destination promotion – Twitter is a platform where you can effectively promote a MICE destination and business events that you are organizing or partnering with.
- Quick response to inquiries – Twitter allows for quick responses to inquiries and comments.
- Building a reputation – by sharing knowledge and experience a convention bureau can build its reputation as an expert in the meetings industry.
- Building relationships – Twitter is a great place to cultivate relationships with partners, journalists, influencers, and other important people in the meetings industry.
- Tracking trends – Twitter is an ideal place to track the latest trends in the MICE industry, as well as in marketing and communication.
- Therefore, active communication on Twitter can contribute to increasing brand awareness, increasing the number of partners, and building an expert image in the industry. However, in each case, we are aware of staffing, time, and budgetary limitations in social media communication.
Convention Bureau on Twitter
Below you will find a list of recommended actions for actively managing and promoting a convention bureau profile on Twitter:
- Updating the profile with a proper description and a link to the CVB website.
- Changing the CTA (Call To Action) to encourage visiting the booth at trade shows, visiting a dedicated website, etc.
- The profile description should contain industry-specific keywords (convention bureau, country, events, and hashtags #associations and #eventprofs), and it’s good to include an official hashtag, such as #polandcvb for Poland Convention Bureau. Using the right words in the profile description helps new potential followers find the profile.
- Updating the main banner for promoting CVB`s activities (banner size 1500×500 pixels).
- Regularly using Twitter by publishing tweets (single or creating threads), retweeting other users’ tweets, and retweeting with comments.
- Posting diverse content such as text, videos, GIFs, and photos (up to 4 in a tweet, 3 recommended).
- Using emojis related to the tweet’s content.
- Using the appropriate hashtags # and mentions @ of other profiles.
- Responding to comments under your tweets and responding to tweets from other accounts where you are mentioned or tagged.
- Identifying and following industry leaders and engaging with their shared posts.
- Following CVB`s clients/partners on Twitter and engaging with their shared content.
- Adding the profile icon and link to the website and email signature.
- Adding the Twitter icon, such as @PolandCVB and #PolandCVB for Poland Convention Bureau, to promotional materials and presentations, etc.
Additionally, it’s recommended to use industry-specific hashtags on Twitter. According to a Twitter study, tweets with hashtags can increase engagement by almost 100% for individual profiles and 50% for brand accounts on Twitter.
We will publish a list of hashtags for the meetings industry in a separate article.
🇵🇱 Thank you to everyone who visited our stand at #IBTMworld. See you next year! @IBTMevents #DestinationPoland #Polandcvb #eventprofs #eventprofspl pic.twitter.com/mlHFnD7FRC
— Poland Convention Bureau 🇵🇱 (@PolandCvB) December 5, 2022
Until recently, the Poland Convention Bureau did not have a dedicated company or showcase page on LinkedIn – despite the platform’s growing importance in the global events industry. LinkedIn plays a crucial role in building brand visibility, fostering professional communities, and connecting with opinion leaders, decision-makers, and event planners.
Recognizing its strategic value, the Poland Convention Bureau launched an official LinkedIn showcase page just ahead of two major industry events: IMEX America in Las Vegas and the ICCA Congress in Kraków.
You can now follow us at linkedin.com/showcase/polandcvb to stay updated on our latest activities, insights, and initiatives within the international meetings and events sector.
Selected actions that have been taken since the creation of the showcase page and are currently being conducted on LinkedIn by the Poland Convention Bureau include:
- Changing the page URL to linkedin.com/polandcvb for consistency across all social media platforms
- Optimizing the page description with industry-specific keywords and highlighting solutions for event planners
- Designing and regularly updating banners with new CTAs
- Regularly publishing content on the LinkedIn page, with 80% of the content in English
- Sharing diverse content, including text, videos, and photos
- Using appropriate hashtags for the meetings industry and tagging relevant company pages and personal profiles on LinkedIn
- Using appropriate emojis in published content
- Implementing a hashtag system, including the primary #polandcvb for PCB activities and #DestinationPoland for Poland as an event destination
- Engaging with and responding to comments
- Following clients/partners and engaging with their shared content on LinkedIn
- Publishing events on LinkedIn (such as IBTM Destination Poland), using appropriate banners and text, inviting participants from the network, and sharing updates and comments related to the event.
Regular communication on LinkedIn allows for reaching key individuals, and opinion leaders, and strengthening the image of Poland as a destination that provides a high level of services, appropriate infrastructure, and professionals necessary for organizing the most important events in Poland.
Social Listening
Thanks to numerous tools, we monitor social media in real-time. Below, we present reports from IBTM World in Barcelona, IMEX America in Las Vegas, and the 61st ICCA Congress in Krakow.
Polish Convention Bureaux on Social Media
In recent years, Polish convention bureaux have significantly expanded their presence and activity on social media. While Facebook and official websites were once the primary communication channels, the landscape has evolved. Today, many Polish congress and meeting bureaus manage dedicated social media profiles separate from those targeting the leisure segment, tailoring their content specifically to MICE industry professionals.
If you’re looking for industry updates, inspiration, and insights from Poland Convention Bureau POT, we invite you to follow us across our social media channels. As online promotion continues to play a vital role this year, we encourage the use of the hashtag #DestinationPoland when posting about meetings, incentives, conferences, and exhibitions in Poland. For updates specifically related to our bureau, follow the hashtag #PolandCVB.
The MICE Industry on Facebook, LinkedIn, and Twitter
International DMOs have long maintained separate communication strategies for Leisure and MICE audiences. For the meetings industry, LinkedIn (company and showcase pages) and Twitter remain the leading platforms for engaging with event planners, decision-makers, and industry influencers. There is also a growing trend toward using Instagram to share visually engaging content—such as high-quality photos and short-form videos (Reels). However, due to the niche nature of the audience, active convention bureau profiles on TikTok have not yet emerged.
In upcoming articles within this project, we’ll continue to share knowledge and best practices on using e-marketing in destination promotion.
