IR Operators’ Social Media Engagement Remains Minimal

Several months after the passage of the IR Implementation Act, there remains little sign that international IR operators are making a serious effort to utilize social media outlets like Facebook and Twitter to build brand awareness or to engage directly with the Japanese public.

The only operator that has made any significant effort in this direction is MGM Resorts, which has opened up Facebook, Twitter, and Instagram accounts in Japanese since nearly a year ago.

MGM’s posts are steady but infrequent. On Twitter, for example, MGM has posted fewer than 100 times since their first post last November. At this time, they are approaching the 300 followers mark.

Beyond MGM, it’s difficult to identify any significant Japanese-language blog or social media account by an international IR operator that makes an active effort to let the public know about their activities.

To date, 500. com, Caesars, Galaxy, Hard Rock, Melco, MGM, Sands, and Wynn have established Japanese-language webpages, but in many cases the content is static over long periods of time. (AGB Nippon)