Marijuana Business Magazine - February 2018

“We’re not a bunch of stoners,” said Kyra Reed, founder of Los Angeles- based social media strategy firm Markyr Digital. “That’s the old image. But people still go there because they don’t understand branding.” To avoid that trap, know who your customers are and how to engage them. Otherwise, your competition will figure out what your customers want – and pursue them. “You really are forced to be creative when it comes to marketing and pro- motion in this industry,” Reed said. She recommends cultivating a pres- ence primarily on Facebook, Instagram and LinkedIn. Twitter is a maybe because it doesn’t allow cannabis com- panies to advertise. Here are some other tips for navi- gating the social media stratosphere. Know What’s Allowed It’s not crystal clear what you can get away with when it comes to social media marketing and advertising. Facebook, F acebook, Twitter, Instagram and other social media platforms are a great way for cannabis companies to promote their brand, engage with customers and attract legions of fans. To pull off a successful social media adver- tising and marketing campaign, however, you must tread carefully to avoid having your ads pulled or your account shuttered. You also need to think beyond outdated stereotypes. Gone are the days of market- ing and advertising campaigns showcasing marijuana leaves and scantily clad women taking bong hits. EXECUTIVE SUMMARY Marijuana businesses that want to leverage social media for effective marketing and advertising must be aware that sites such as Facebook and Instagram can be fickle in what they allow. To use these sites in the most efficient way: • Think past stereotypes, such as marijuana leaves or people taking bong hits. Modern cannabis consumers have evolved. • Get to know your customers and what they like about your brand – and use that knowledge to leverage your social media campaigns. • Know what’s not allowed. Sales, discounts and promotions, for example, are forbidden. • To reassure any social media platform, stress your company’s compliance with state marijuana regulations. • Use video about your staff or other aspects of your business to improve search results and rank higher on a platform’s algorithms. A video of your reception area, for instance, could help invite people into your store. February 2018 • Marijuana Business Magazine • 63