A wagering game system and its operations are described. In some embodiments, the operations include receiving a message that was published from a social-communication application of a social network website, selecting a first phrase (e.g., promotional expression, by a user, regarding the wagering game venue) from the message, and comparing the first phrase to a plurality of second phrases (e.g., characteristics associated with a wagering game venue) accessible via a wagering game server. The operations can further include detecting that the first phrase is substantially similar to at least one of the plurality of the second phrases, and providing an award (e.g., loyalty points) in response. In some embodiments, the value of the award is based on a condition associated with the message, publication of the message, etc.