I am the social media manager for two casino properties in Nevada. I also serve as graphic designer and publicist and know first-hand the obstacles in supporting an engaging social media campaign while short on time, staff, and budget.
When we launched our Facebook accounts for both properties, I knew the importance of using social media for marketing, I knew how to create the accounts and talk to people, but no idea how to create an engaged audience. I also did not realize how much work it was going to be.
My hope is that the following quick tips will be beneficial to other casino social media managers.
- Engage more, promote less: Posts that don’t look like blatant advertising get better response. When promoting a sandwich, I talk about how I had it for lunch and how great it was, other than that it’s $6.99 and covered in BBQ sauce.
- Photos, Photos, Photos: People are very visual on Facebook. Posts with photos get more likes and comments. I post our event flyers online, but actual photos of events get better response. Winner photos get the best response.
- Stay Away From Religion and Politics: This is a no-brainer. I’ve had hateful comments just for sending someone well wishes for a non-traditional holiday. I don’t want to imagine the response if I posted anything truly controversial.
- Schedule Posts: There are many different apps to help you schedule some (not all) of your posts like HootSuite or SproutSocial. Trust me, huge time saver. I always mean to post something timely, but then get busy and don’t quite make it. Use it sparingly and pay attention because there are times that Facebook rejects automatic posting or has errors resulting in posts not being displayed correctly. It is, however, worth it in the long-run.
- Stay Available: There is nothing worse than asking a question on Facebook and not receiving an answer. You want people to ask questions, to comment on your posts, and to become advocates for your property. They won’t do this if you don’t hold up your end of the conversation. By being available and accessible, you build their trust and their loyalty.
- Be Transparent: Do not remove negative posts unless they are not relevant. If someone complains about service in your hotel or restaurant, address it, openly, honestly, and publicly. If you delete the post, you are simply sending a message that you don’t care what your guests or customers think. You simply become another marketer to them and it becomes a huge turn off.