The use of the digital platforms will not only help to build the show's reputation but it will also improve awareness of the event amongst visitors and exhibitors alike. The aim of the Twitter page is to provide continuous communication and information and open-up a reciprocal dialogue between SFFF10 and all its followers. Tweets to-date have focused on discussions about new products, chefs appearing at the show and seasonal produce whilst the new exhibitor feed makes visitors aware of the latest companies to sign up. Meanwhile, the LinkedIn group enables SFFF10 to engage with likeminded industry professionals. Key contacts can be regularly updated with relevant show developments plus the discussion forum means that exhibitors and visitors can share ideas and insights with each other. Equally, the organisers are using the platform as a means of gaining feedback from all stakeholders to ensure the show is meeting their key objectives. Rob Collins, marketing manager at Speciality and Fine Food Fair said: "We have embraced the different social media platforms so enthusiastically this year because we recognise that social networking is now absolutely integral to effective marketing not just of the show but in the lives of our visitors whether they are retailers, cafés, restaurants or hotels. "Importantly, we carried out research after the event last year to establish which social networking sites our target audience was using, and these two came out on top. The refreshing thing about embracing the digital platforms this year is that we get to hear suggestions on ways to improve the show from a whole range of people involved, giving us the opportunity to shape the course of the event in years to come."