The individual specificity of each event demands different responses in terms of audience management. The target audience at TEFAF for example is an ‘experienced’ one, explaining therefore the fair’s lack of activity and visibility on social media despite its huge commercial success and a greater prestige than most of its competitors.
On the contrary, a fair such as Art Dubai, who bring in a comparatively small 25,000 visitors, has a much larger following on its Facebook and Twitter accounts….
