The impact of social media is not only to be felt in marketing and promotional programs. Your audience now has new digital means by which to reach out to any property. Whether that means posting on Facebook, blogging about an event or experience, or sharing an opinion across any number of social networks, your customers are now empowered to broadcast their thoughts and opinions to an extended and interconnected audiences of friends, acquaintances, and followers. Casinos need to understand the implication this will have on their properties as customers increasingly expect support for reservations, information, customer service, and sale within the social networks. It is important to ensure a consistent customer experience extends across your social media presence.
While the work required to set up and manage a social media program can seem daunting; the benefits are proving to be worth the effort. A recent survey reported that 90% of consumers consider their online experience when considering a purchase. More tellingly, more than a third of respondents indicated being more likely to recommend or purchase a brand that they “liked” on Facebook. Without a social media presence however, your ability to build social relationships with brand advocates and influencers is limited. Social media is an opportunity to build that foundation and start the conversation in your favour.
Kevin MacKenzie is an account manager with Marshall Fenn Communications in Toronto where he leads the social media practice. Marshall Fenn is a marketing communications agency with a specialty practice that services the gaming industry. Its offices are located in Toronto and Las Vegas. Learn more at www.marshall-fenn.com.