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Social media pushes people of all ages toward a focus on the scandal, joke, or conflict of the day, but the effect may be particularly profound for younger generations, who have had less. Social Media - Barona Resort & Casino With over 2,500 slots and 110 table games, Barona is the ONLY casino in San Diego that’s Famous for FUN!
The share of U.S. adults who say they use certain online platforms or apps is statistically unchanged from where it stood in early 2018 despite a long stretch of controversies over privacy, fake news and censorship on social media, according to a new Pew Research Center survey conducted Jan. 8 to Feb. 7, 2019.
More broadly, the steady growth in adoption that social platforms have experienced in the United States over the past decade also appears to be slowing. The shares of adults who say they use Facebook, Pinterest, LinkedIn and Twitter are each largely the same as in 2016, with only Instagram showing an uptick in use during this time period. (There are no comparable 2016 phone survey data for YouTube, Snapchat, WhatsApp or Reddit.)
Facebook – which recently celebrated its 15th anniversary – remains one of the most widely used social media sites among adults in the U.S. Roughly seven-in-ten adults (69%) say they ever use the platform. (A separate 2018 Center survey showed Facebook use among U.S. teens had dropped in recent years.) YouTube is the only other online platform measured that matches Facebook’s reach: 73% of adults report using the video sharing site. But certain online platforms, most notably Instagram and Snapchat, have an especially strong following among young adults.
Instagram, Snapchat remain especially popular among those ages 18 to 24
As was true in previous surveys of social media use by the Center, there are substantial age-related differences in platform use. This is especially true of Instagram and Snapchat, which are used by 67% and 62% of 18- to 29-year-olds, respectively.
Particularly for these two platforms, there are also pronounced differences in use within the young adult population. Those ages 18 to 24 are substantially more likely than those ages 25 to 29 to say they use Snapchat (73% vs. 47%) and Instagram (75% vs. 57%).
By comparison, age differences are less pronounced for Facebook. Facebook use is relatively common across a range of age groups, with 68% of those ages 50 to 64 and nearly half of those 65 and older saying they use the site.
Other demographic patterns related to social media and messaging app use are relatively unchanged from last year. Women are nearly three times as likely as men to use Pinterest (42% vs. 15%). Around half of college graduates and those who live in high-income households use LinkedIn, compared with 10% or fewer of those who have not attended at least some college or those in lower-income households. And WhatsApp continues to be popular among Hispanics: 42% use the messaging app, compared with 24% of blacks and 13% of whites. (For more details on social media and messaging app use by different demographic groups, see the bottom of the post.)
Majority of Facebook, Snapchat and Instagram users visit these sites daily
A 2018 Center survey found that some Facebook users had recently taken steps to moderate their use of the site – such as deleting the Facebook app from their phone or taking a break from the platform for some time. But despite these findings and amid some high profile controversies, Facebook users as a whole are just as active on the site today as they were a year ago. Roughly three-quarters of Facebook users (74%) visit the site daily, including about half who do so several times a day. These shares are identical to those reported by Facebook users in the Center’s 2018 social media use survey.
Majorities of Snapchat and Instagram users also say they visit these sites daily, though they are slightly less likely than Facebook users to do so. The shares of young adults using these platforms daily are especially large. Roughly eight-in-ten Snapchat users ages 18 to 29 (77%) say they use the app every day, including 68% who say they do so multiple times day. Similarly, 76% of Instagram users in this age group visit the site on a daily basis, with 60% reporting that they do so several times per day. These patterns are largely similar to what the Center found in 2018.
Other platforms are visited somewhat less frequently. Some 51% of YouTube users say they visit the site daily – a slight increase from the 45% who said this in 2018.
Note: See full topline results and methodology here.
Social media is one of the most effective ways for casinos to get more customers in their doors, but it takes more than a little luck to succeed in the long run. To get the results you want, you need a social media strategy that will deliver.
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Why is social media important for casinos?
Social media gets you in touch with the people who want to become your customers. That means you can talk directly to your potential customers, listen to their suggestions, and address any complaints. It also lets you promote events and your website to your followers who act as a steady customer base.
When you start a social media strategy, you should create accounts on these five major networks:
- YouTube
These social media platforms connect you with your audience like never before. You can share news, graphics, videos, blog posts, employee profiles, and more to make your followers feel closer to you. Best of all, it also lets you have a two-way conversation with your customers so you can interact with them directly.
How to use different social networks
Different networks appeal to different audiences. To maximize your returns for your social media strategy, you need to use each different network to its fullest.
1. Facebook
Facebook is the king of social networks. It has billions of users, and almost everyone with an Internet connection has a Facebook profile in the United States.
Facebook works really well for showing people behind-the-scenes views of your casino. It’s also a great way to publicize any company updates, like building additions or upcoming events, and it provides one of the easiest and most intuitive ways to talk to your followers.
Beyond that, you can try posting about different topics to see what kind of posts get the best results. You could try promoting blog posts, running contests, or even asking simple questions, like “what’s your favorite kind of poker?”
Regardless of your choice, you can gauge the success of your posts by the shares, likes, and comments that each one gets. It’s one of the simplest ways to quantify success on social media.
2. Twitter
Twitter is an exceptionally good social network for promoting anything related to your site and talking directly to your customers. Like Facebook, Twitter gives you direct contact with your customer base. Unlike Facebook, you have to be concise, quick, and informative all at the same time.
This makes Twitter a great place for promoting links back to your website for blog posts, scheduled events, and more.
It’s also perfect for talking to customers who have complaints. You can publicly message them by mentioning them in your tweet, or you can direct message them to talk in private. Either way, you have a chance to solve a customer issue before it turns into a bigger problem.
When you’re measuring success on Twitter, you can look at the number of retweets and favorites that each of your tweets receives. Retweets are great because they get your message out to your followers’ followers, so your audience can increase explosively with every share. Plus, once other Twitter users see those retweets, they can follow you to increase your primary customer base.
3. Instagram
Instagram is all about photos. It’s also one of the most-used social media networks among millennials, who are collectively all old enough to gamble. That means you can appeal to a young audience with a disposable income simply by sharing photos.
You have a ton of potential choices for material on Instagram, including pictures of your facilities, photos of people who win big at your tables, and even short videos. All of this comes together to create a smart, simple way that you can communicate with a young generation of thrill-seeking, fun-loving people — the exact customers you want in your casino.
You can measure Instagram’s success similarly to how to you measure Facebook’s. The number of likes, comments, and shares all reflect the popularity of your post. The more you get, the better you’ve done!
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4. Pinterest
Pinterest is a unique social network in that it’s almost exclusively designed to share graphics. This makes it great for promoting image-based content like infographics and other data-based visuals.
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It also works well for promoting content, particularly list-based blog posts. Content like that is the kind of bite-sized, easy-to-read material that thrives on Pinteret’s audience, and it can help you engage new customers that otherwise wouldn’t know about you.
Success on Pinterest is measured by pins and likes. Pins are basically shares, and they work similarly to retweets. Likes just show that people enjoyed what you posted. Both are excellent ways of telling whether or not something you created was successful.
5. YouTube
YouTube is the biggest video-based social network in the world, and it’s a thriving community of content producers and consumers that all interact together.
You can use YouTube to your advantage by showing customer-shot videos of winning, tours of your facilities, or commercial-like videos that encourage people to go to your casino. And while YouTube may have initially had a reputation for low-quality entertainment and production value, that’s no longer the case. If you want to make a good YouTube video, you need to make it right.
You can gauge your success on YouTube by views and subscribers. Views are the number of times people have watched your video, and subscribers are the number of unique accounts that actively follow you for new content. Like the previous social networks, the more you have of them, the better you’ve done.
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At WebFX, we have an entire social media team that works with these networks (and more) every day. We know what it takes to get businesses recognized online, and we know how to engage your customers to make them visit your casino.
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