While walking through the Fancy Food Show in San Francisco last week, I was struck by certain characteristics of a successful booth and how similar those characteristics are to a successful social media program. I know, a bit strange, but hang with me here. Then tell me if I’ve gone over the social media waterfall.

The best booths had a clear sense of their brand and expressed that top to bottom. In their design, collateral, booth staff attire and energy the brand was clear to any passerby. I thought Dry Soda Co. did a good job of expressing itself through clean design. Like when you see a great blog or website that not only has good content but is designed so well you want to keep going back just to look at it. You know when a company has figured out its brand and when it is flailing around, lost in a sea of bad design and no clear message.

Then of course there is the energy of the booth. sweetriot got it just right with their rocking message signs, great gals in cute tees and sharing of their product. You just couldn’t walk by without tasting some of that yummy chocolate. And isn’t that really what a good social media program does? Ignite the energy of the community and create a sense of something good going on? That booth was busy with people connecting, just like a good social media community.

Another booth that got it just right was the Savannah Bee Co. Look how warm and inviting it was, with the golden lit honey bottles and fresh flowers. They love their product and it really showed in the way they displayed the honey for tasting. Little spigots of each honey at a high counter where you could hold a little spoon underneath and let the golden drops fall. In social media snobbery is not a plus. Warm and inviting works better.

And sometimes, the best way to connect with people – online or off is to not take yourself too seriously. Doesn’t this just say it all?