Second, it is important to emphasize the “social” in “social media”. Creating a sense of community within your online presence helps to deepen the connection between your establishment and your patrons. Allowing visitors to upload content for a contest, chat and interact with other players or share their latest experiences all help to create a real “community” feel. You and your staff can deepen that link even further by joining in the conversation and letting visitors get to know the personalities behind the organization.

Finally, it makes sense to offer some exclusivity and special attention to those who connect with use using social media tools. For example, offering a unique promotion to those who subscribe to your e-mail list not only gives them a reason for doing so, but increases the chances they will offer up their e-mail address – giving you a direct link to talk to them in the future. Why not create a special promotion for those who “like” your Facebook page? Or give special priority on new offers or events to those who sign up for text messaging updates?     

Unlike traditional marketing campaigns, social media offers the opportunity to connect directly with your customers. By taking the time to listen to and respond to their needs in real-time, you can deepen customer loyalty by adding value to their experience – both on and away from the casino floor.  

By Brett Bell, Principal, Grassroots Online