| CPC G07F 17/3258 (2013.01) [G06Q 50/01 (2013.01); G06Q 50/34 (2013.01); G07F 17/3206 (2013.01); G07F 17/3288 (2013.01)] | 14 Claims |

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1. A method comprising:
during a first period of time, communicating, to a computing component that maintains a social media site, social media content generated based on an event occurring within a land-based gaming establishment, wherein the communication results in a distribution of the social media content on the social media site, and
during a second, subsequent period of time:
communicating data that results in a display device located in the land-based gaming establishment displaying an amount of a progressive award available to be won by any player independent of the social media site, and
responsive to receipt, from the computing component that maintains the social media site, of an indication that a social media activity event occurred independent of any play of any game and as a result of the social media content previously distributed on the social media site:
modifying an amount of the progressive award, wherein a receipt of a first indication of a first social media activity event comprising a first threshold amount of social media activity occurring, independent of any event associated with the land-based gaming establishment after the first period of time, in association with the social media content within a designated time period is associated with a first modification of the amount of the progressive award and a receipt of a second indication of a second, different social media activity event comprising a second, different threshold amount of social media activity occurring, independent of any event associated with the land-based gaming establishment after the first period of time, in association with the social media content within the designated time period is associated with a second, different modification of the amount of the progressive award, and
communicating data that results in the display device displaying the modified amount of the progressive award.
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