Casino operators become social media animals

Casino operators in Las Vegas know social media and social networking are reliable sources of generating business for their properties and promoting their individual brands.

But with a variety of social networking sites from Facebook and Twitter to LinkedIn to choose from, which platform is best to get a company’s message out and to increase awareness?

"We just can’t think about how large our network can become. We need to service the customers we do have, that’s how you are going to grow your network," said David Koloski, director of social media with Caesars Entertainment Corp.

He said Caesars Entertainment uses Facebook, Twitter, Foursquare and other sites to communicate with customers about deals to shows or coupons for buffets.

Social media executives argue it’s not all about Facebook when it comes to social media and social marketing.

"Facebook dominates, with Twitter not far behind," said Richard Weston-Smith, vice president of business development and strategic alliances for SocialGO, a social networking software firm.

According to a recent survey by, 56 percent of social media users check Facebook at least once a day, while 12 percent of respondents check or use Facebook every couple of hours.

Weston-Smith said the growth of social media shows no signs of slowing, but the medium is changing as sites become more targeted like "special interest groups."

"They all want a network with like- minded people," Weston-Smith said.

He stressed casinos should target some of their outreach to those individual groups.

Neil Glassman, principal with the strategic marketing firm WhizBangPowWow, said casino companies need to create customers who are brand advocates to promote their companies on social networks.

"That’s the true level of success. The scary part is that you are giving up control," Glassman said.

He said a successful social media campaign would remember that customers are not always interested in what the company is saying.

"You need to listen to what they are saying and tailor your message to them," Glassman said. "Let people within the network speak up and create awareness."

The challenge for casinos is to build their network across all platforms.

"We have one team consisting of three people to manage our social media for all of our Las Vegas properties," Koloski said. "Our (philosophy) is simple because we don’t care what hotel you go to as long as it is one of our properties."

Koloski said an average customer visits five properties during a trip to Las Vegas.

From a social media perspective, he said the challenge for Caesars Entertainment was to manage a large amount of content and customer service. The company defines content as anything from a restaurant at Planet Hollywood Resort to a show at Caesars Palace.

"We do what we can to manage that content and get it out there," he said. "As an example, we might have a celebrity at a new restaurant and will send it out to grow awareness."

Koloski said the more people who pass that Facebook or Twitter message on to their friends, the more people Caesars can possibly get into one of its properties. He said the company also reaches out to bloggers.

"Our approach is to bring bloggers to our properties to experience our offerings," said Eric Petersen, manager of social marketing strategy for Caesars Entertainment.

In 2010, the company hosted three events for travel and food bloggers. Koloski said what they learned was you can schedule too much in a short period without giving them the time to really experience everything.

Both Peterson and Koloski said the blogger weekends led to good coverage, plus interest in Caesars’ properties from links sent out through Facebook, Twitter and other social media sites.

There is a downside to social media and social networks — Koloski said if something goes wrong, it’s instantly online.

"These are people if they have a bad experience you could lose them forever. Customer service is a big deal to them," he said. "There is also the expectation that we will respond quickly to fix the issue."

Petersen used the example of the box office at the Flamingo losing tickets to a Boyz II Men concert for a group coming from Los Angeles. He said within a half hour of the incident being put up on Twitter, they were able to fix the problem.

"Hopefully, now these people will love the Flamingo," Petersen said. "You need to minimize the amount of customer uproar using Twitter and Facebook."

Contact reporter Chris Sieroty at or 702-477-3893.

The Mansion at MGM boasts hidden luxury
The Mansion at MGM, a hotel within a hotel, features 29 luxury villas for invited guests only. (K.M. Cannon/Las Vegas Review-Journal)
Goodwill of Southern Nevada
Under CEO John Helderman, Goodwill of Southern Nevada has expanded its services including the new home of Goodwill’s Veteran Integration Program. Free job services are paid for by revenues generated by Goodwill's retail stores. In 2017, the sale of donated goods allowed Goodwill of Southern Nevada to train more than 17,000 job seekers. More than 2,500 of those found local jobs. (Las Vegas Review-Journal)
Little bat company on verge of MLB deal
Larry Thein, part owner and one of only three employees of the Tat2 Bat Company of Davenport, Iowa, made the company's first bat in a hog barn. He spoke of the humble origins during a trade show at the Baseball Winter Meetings in Las Vegas, Nev., on Dec. 12, 2018. (Ron Kantowski/Las Vegas Review-Journal)
Texas Roadhouse opens in North Las Vegas
Texas Roadhouse has opened at on Craig Road at Bruce Street in North Las Vegas as part of an emerging "restaurant row." (K.M. Cannon/Las Vegas Review-Journal)
Holiday Parade Lights Up Downtown Summerlin
Holiday parade lights up Downtown Summerlin every Friday and Saturday night through Dec. 22.
Nevada's solar industry on the rebound
In 2015, the Nevada Public Utilities Commission voted in favor of a new tariff structure that reduced net energy metering buyback rates and increased fix fees for residential solar customers.
Apartment complexes selling fast in Las Vegas
Las Vegas’ apartment vacancy rate is among the smallest in the country, and rents are climbing faster than the national average. (LVRJ)
Aristocrat Opens $45M Campus In Summerlin
Aristocrat Technologies Chairman Ian Blackburne discusses the company's growth. (LVRJ)
Sunrise Hospital celebrates 60 years
Sunrise Hospital opened its doors to patients on Dec. 15, 1958. Employees of more than 35 years celebrated at a luncheon Wednesday, Dec. 12, 2018. Jessie Bekker/ Las Vegas Review-Journal.
Maya Cinemas to open soon in North Las Vegas
Moctesuma Esparza, CEO of Maya Cinemas, talks about the newest location in North Las Vegas, set to open Jan. 10. The aim of the theatre chain is to serve latino-centric, underserved communities.
Holiday shopping and returns make this the busiest time of year for UPS
The UPS Las Vegas South facility is the company's busiest pre-load operation in the country, and it's even busier this time of year. (K.M. Cannon/Las Vegas Review-Journal)
Primm’s outlet mall has fallen on hard times
The mall, attached to Primm Valley Resort, opened in 1998. Back then, it was a “textbook, perfect outlet-center location." But now, Primm’s outlet mall has fallen on hard times. Las Vegas Boulevard has endless shopping spots. And there are other outlet malls that don’t require a hefty drive to the state line. Its mortgage-holder foreclosed on the mall in late September.
Miltary auction at Ritchie Bros. Auctioneers
Humvees, ammo cans, construction equipment, field gear and more is on the auction block Friday and Saturday at Ritchie Bros. Auctioneers. About 10,000 items in all are for sale in what GovPlanet bills as the largest auction of its kind.
Las Vegas residents discuss avoiding holiday scams
Las Vegas residents discuss their donation habits and how they avoid giving money to scam charities during the holiday season. (Bailey Schulz/Las Vegas Review-Journal)
Tesla’s Nevada Gigafactory ahead of economic impact expectations
The Tesla Gigafactory’s economic impact on Nevada has exceeded projections, bringing in more than 7,000 jobs. In 2014, Nevada agreed to give the automotive and energy company $1.3 billion in tax abatements. In return, Tesla promised to meet certain requirements in areas like employment and capital investment. As of June, Tesla has brought in a total of $6.05 billion in capital investment, surpassing the $4.95 billion projection. The original contract gave the company until 2024 to make $3.5 billion in capital investments in Nevada. Derek Armstrong, deputy director of the Governor’s Office of Economic Development.
Land sales near the Las Vegas Raiders stadium
Land around the Las Vegas stadium site has been selling for high prices. A few months before the stadium’s groundbreaking, Global Trust Group acquired a 2.5-acre parcel just north of the stadium site. The property sold for $7.25 million, or $2.9 million an acre. Osprey Real Estate Capital and Huntington Hotel Group acquired a 2-acre industrial site just west of the stadium site in late November. The property sold for $6.5 million, or $3.15 million per acre. That's roughly 12 times the average price of land in the valley this year as tracked by Colliers International.
T-Mobile Tech Experience Truck parks in Toshiba Plaza at T-Mobile Arena
The Tech Experience Truck is a state-of-the-art showroom on wheels, with demonstrations that put connected drones, smart cities, augmented/virtual reality and smart tracking. The exhibit shows new wireless technology – including 5G and the Internet of Things (IoT). (K.M. Cannon/Las Vegas Review-Journal)
Steve Siegel, CEO of the Siegel Group, speaks about helping families and other needy residents
Steve Siegel, CEO of the Siegel Group, speaks about helping families and other needy residents to keep them from teetering off into homelessness. Bizuayehu Tesfaye/Las Vrgas Review-Journal @bizutesfaye
Crowds camp out for Chick-fil-A opening
Dozens of customers camped out 24 hours ahead of the 6 a.m. Thursday opening of the new Chick-fil-A on Rainbow Blvd.
Cheapest listings for sale in Las Vegas
Listed for $39,990, 585 S. Royal Crest Circle, Unit #9 is one of the cheapest homes currently listed for sale in Las Vegas. (Caroline Brehman/Las Vegas Review-Journal)
MGM's sports betting deals
MGM Resorts International signed a sports betting sponsorship agreement with the NBA in July It was the first professional sports league to have official ties with a legal sports betting house. The deal came just two months after the U.S. Supreme Court overturned a law prohibiting sports betting in most states. In October, MGM became the first gaming company to sign a sports betting partnership with the NHL. In November, MGM became the first gaming company to sign a sports betting partnership with the MLB. Financial terms of Tuesday’s deal and earlier partnerships have not been announced.
Terry Miller discusses Convention Center
Project Manager Terry Miller explains the phases of Convention Center construction.
Zappos treats their team members on Cyber Monday
Zappos rolls out a variety of food, drinks and special activities for all team members at their downtown Las Vegas headquarters for Cyber Monday. (K.M. Cannon/Las Vegas Review-Journal)
Team Hybrid at the 2019-Model Motor Trend International Auto Show
Among the companies showing off the 2019 model cars, Team Hybrid shows off its modified cars. Las Vegas resident David David talks about the team, which is in its ninth year exhibiting at the show, and his show car.
Black Friday Shoppers at downtown Summerlin and at the Arsenal
Black Friday shoppers at downtown Summerlin and at the Arsenal. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfYe
Black Friday shopping in Las Vegas
Black Friday sale shopers express their shopping experience. Bizuayehu Tesfaye/Las Vegas Review-Journal @bizutesfaye
Las Vegas Livestock recycling Strip food waste
Las Vegas Livestock collects and recycles food from many Las Vegas Strip companies. (Nicole Raz/Las Vegas Review-Journal)
Black Friday at Fry's
Shoppers line up for deals early on Black Friday at Fry's Electronics on Las Vegas Boulevard South. (Mat Luschek/Las Vegas Review-Journal)
Black Friday shoppers at Best Buy at 5 am
Black Friday shoppers at Best Buy at 5 am on Nov. 23. (Mat Luschek/Las Vegas Review-Journal
Black Friday - 1am Closing Time
Quiet night.
News Headlines
Home Front Page Footer Listing
You May Like

You May Like