Which of the following is NOT a method to measure effectiveness in trade shows?

The correct choice emphasizes that random social media posts do not constitute a systematic or credible method to measure effectiveness in trade shows. Effectiveness in this context refers to the ability of the trade show efforts to achieve specific goals, such as generating leads, increasing brand awareness, or building relationships.

Methods like post-show surveys gather valuable quantitative and qualitative feedback directly from attendees about their experiences and perceptions, helping to assess how well the show met objectives. Visitor data collection involves systematic tracking of attendee interactions, which offers insights into engagement levels and interest in the exhibits. Sales follow-ups serve to determine how many leads generated at a trade show converted into actual sales, providing a direct measure of return on investment.

In contrast, random social media posts lack the structure and targeted approach necessary to effectively assess trade show outcomes. They may not necessarily relate to the event's specific goals or provide useful data to measure its success, making them ineffective as a standalone metric for trade show performance.