The effect of trade shows and publications as well as social media can clearly be seen in the web traffic figures through June 2010.
The short term plot peaks at releases and trade show for both internet-only and social media. Trends differ however in being flat for internet-only but rising markedly for social media.
In the longer term, the raw hits (not separated by medium) also peak at various events. This attests to the effectiveness of getting the word out in trade media as well as electronic media.
Have you seen also Part I and Part II of trending oilelefant.com?