Social Media is Like Vegas

Why is Social Media like Vegas? No, it’s not because of all the money being spent on it. But you’re close.

Las Vegas is one of my favorite places to visit. I know it’s not for everyone, but my husband and I enjoy the gambling, the shows, the dining, and the busy night life. This summer, we spent a week on the Strip. We had our kids with us for part of that time. As they asked for money to do this or buy that, we found ourselves frequently reminding them that Las Vegas is expensive –and we aren’t made of gold.

My middle son asked why there were so many expensive shops in the hotels on the strip. And why so many pricey restaurants? Do only rich people come to Vegas? Do people really buy the expensive handbags and clothing? Even the people who aren’t rich?

The answer is, yes, they do. Because Vegas makes us feel rich.

The Strip: big fancy hotels, hopping bars, extravagant pools, glitzy shows, expensive restaurants, and the James Bond-style casinos.  It’s all designed to make you feel rich. To make you feel like you’re one of the beautiful, wealthy elite of the world. ‘Cause when you feel rich, you spend your money. When you feel like you’re one of the wealthy elite—or at least that you’re being treated like one—you want to act like the wealthy elite. Money happily flies out of your pocket and into the casino’s coffers.

How is Vegas like social media?

The people who use social media best have a way of making their fans and followers feel like part of the social media elite. The Chris Brogan’s, Beth Harte’s, and Gary Vaynerchuk make their followers feel special. When people feel special, they give more.

In the case of social media followers, that means interacting. It means that followers share links and quotes from the stars who deign to talk to them. They spread the word and recommend that others follow that  person, building their stature.

Your business can be like Vegas, too

If you’re a business looking to use social media, take a lesson from Las Vegas and the social media superstars. Figure out how to make your fans and followers feel rich. What kind of environment can you create that will make your followers want to give.

Vegas wants us to give our money. Maybe that’s what you want, too. Or maybe you want people to give you word of mouth—sharing your links and content. What can you do to make them want to share your links and content? Ask yourself how can sharing your content make them look and feel like superstars?

Maybe you want community members to contribute knowledge and expertise about your products in the online community.  What environment would make them want to contribute their knowledge? How can answering questions about your product help them, their careers, or their businesses?

It’s not just about giving, it’s about creating benefits for you and your users. It’s about creating a win-win social landscape. So, remember the lesson from Vegas: create a social environment that makes your users feel rich, and they’ll be more likely to spend.