I’m a firm believer that anyone can build and run a great social media campaign, with a little guidance and help – where I come in – even with little time. I am not a fan of the traditional ‘social media manager role as a 3rd party.’ There is an exception – those whose brands are part of the new, growing, cannabis industry, because of one word “compliance“.
The industry as a whole has more challenges in the form of opponents, federal laws and state regulations alone than any other I know. After learning about some of the regulations here in Washington, where both medicinal and recreation (502) use is allowed, it’s amazing any of these shops survive. The time and effort are necessary to maintain compliance staggering. They do an amazing job of staying compliant except in one area – social media.
Compliance & Marketing Limitations
The marketing limitations further make it difficult to generate any good brand exposure for local businesses.
- Radio and TV are generally out (FCC)
- Vehicle graphics are generally out (you could drive too close to a school)
- Traditional print is tough as most magazine and paper owners do not want to risk alienating what is left of their readership base or advertisers and sponsorships of mainstream events, even in the Pacific NW where it’s generally accepted, isn’t too likely.
That leaves marketing industry-specific trade publications. Not great if you’re trying to reach outside that core market segment.
Cannabis industry businesses using social media the right way can truly brand themselves and stand out.