What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs. 

Full Episode Details 

Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories. 

Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros.

And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both. 

 

In This Episode:

• 3:07 - Tristan shares how she manages social for San Manuel, Yaamava, and Palms, and how the strategy for each property is unique
• 6:53 - Leveraging FOMO to spark guest excitement for experiences only SMBMI properties can give
• 9:04 - How Tristan plans content for each of the properties, and how she does her reporting to cater to what followers respond to
• 11:02 - Balancing the wants of your audience with the wants of your shareholders
• 15:09 - Betting on an unsure piece of content, and course correcting when something you were hoping was going to hit turns out to misfire
• 17:32 - Building and upskilling a well-rounded team to expand capabilities
• 21:13 - Trend work for 2025
• 25:19 - How to revive long-dormant social accounts
• 30:22 - Tristan’s advice for aspiring social pros

Resources 

• Connect with Tristan on LinkedIn
• Follow San Manuel (SMBMI) on Instagram
• Follow Yaamava on Instagram
• Follow Yaamava on TikTok
• Follow Palms on Instagram

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