The buzz on the show floor at the WINDPOWER 2009 trade show continued Wednesday — albeit at a somewhat lighter pace than Tuesday — as thousands of visitors filled exhibits of companies throughout the supply chain.

As the show draws to a close tomorrow, the question becomes: how can renewable energy companies sustain the momentum created by the event? During two days of conversations with B2B PR and marketing communications professionals, it also became obvious that they have an additional question: how can they best capitalize on the power of digital and social media?

Interestingly, those two questions can be inter-related. Digital and social media – from podcasts and webinars to Twitter and LinkedIn – can be great tools for continuing dialogue with customers, prospects and other target audiences. The key is to let objectives, strategy and messaging drive the use of digital media tools. Too many companies seem to be diving into the digital media arena with little idea of where they are heading or why they are going there. By first establishing clear goals and a strategic approach, companies can select the right digital media tools and get the most impact from their communications investment.

As leaders throughout the supply chain head back to their respective homes, it is also important that they continue to support AWEA in efforts to push wind energy to the forefront across a wide spectrum of influencers — from government, to financial institutions to the general public. By generating a consistent level of coverage in the mainstream media, for example, the mix of household-name companies and emerging technology leaders that make up the wind industry can help create a higher level of overall awareness and credibility needed to achieve the objectives of 20% renewable energy by 2030.