“Social media is huge marketing tool for us and for the independent contractors that work for us,” says Dena, madam at Sheri’s Ranch brothel, referring to the close to 100 sex workers currently in its roster.
Nevada is the only state in the U.S. where prostitution is legal in some counties, including Nye County where Sheri’s Ranch does business. While laws differ in every county, advertising on billboards, flyers or magazines is impermissible. But online platforms like Twitter, Facebook and Instagram are all fair game. This is why a brothel like Sheri’s Ranch has turned to a digital advertising strategy in order to boost their client base.
“I think the girls have more of a voice to connect with customers, and I think we’re more connected now than we ever were,” explains Dena, who is responsible for enforcing and implementing the social media strategy that the brothel has created for each of the women working on the ranch. “[The women] are building their own brand and they’re marketing themselves, they’re building a customer base, and followers that follow them. They’re bringing those customers and those followers to the ranch, so it’s a win-win both ways.”
Alyssa says while her Twitter page has become a Rolodex of sorts, it has allowed her to create a voice of her own.
“I wouldn’t be the type to approach a man outside of a bar. And here that’s what I do – I go talk to them and entice them,” says Alyssa. “It’s my own little naughty side.”