Meczka insists that despite its popularity, many casino social media teams are operating with “little direction or meaningful strategy.” He fears that in the next couple of years casinos will continue to add personnel to the social media department with no real accountability or performance measurements.

“Casinos are training these younger social media users to respond only when incentives with offers and discounts are disproportionate to their casino value,” says Meczka. “Social media has not been embraced by the older, more valuable casino demographic which has disposable time and income.