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Social Media Marketingfor the cannabis industry
Why Social Media?
Avoid* Advertising Restrictions
Influence the Conversation
Create Loyal Customers
Rules
“Buying or selling illegal or prescription drugs (even if it's legal in your region), as well as
promoting recreational drug use is not allowed.” -Instagram
Rules
“We prohibit any attempts by unauthorized* dealers to purchase, sell, or trade prescription drugs,
marijuana, firearms or ammunition.”-Facebook
Rules
“Creating multiple accounts with overlapping uses or in order to evade the temporary or
permanent suspension of a separate account is not allowed.”
How Do We Know What We Can Get Away With?We Monitored 700 Cannabis-themed Instagram Accounts Since Mar. 4th
CAUTION
7-12%Popular Pro-Cannabis Instagram Accounts Deleted Each Week
4%Backup Accounts Deleted by End of March
What We Found
Very Uneven Enforcement
Based Primarily on Complaints
Strikes Good Self-Promoters
How to Survive
Limit Access
Include Disclaimer in Description: OMMP Cardholders or over 21, Residents of Regions where Recreational Cannabis is Legal.
Set to 21+ (Facebook)
Stay Private? (Instagram)
How to Survive
Post Informative Content - Not Sales Pitches
Don’t Explicitly Encourage Cannabis Use
Post a Mix of Content - Not Just Cannabis
Prepare to Be Deleted
Convert Followers to Email Subscribers
Backup Everything (posts, follower/fans, whomever you follow)
Keep 2-3 Unlinked Backup Accounts
Agree on Share / Shoutout Plans
Convert Fans to Email Subscribers
Convert Fans to Email Subscribers
Convert Fans to Email Subscribers
Backup Photos & Followers
Make Share / Shoutout Plans
Cannabis Friendly PlatformsMass Roots
Cannabis Friendly PlatformsMassRoots
750,000 Users
Offers Branded Retail Listings in CO, WA & OR
Ads, Snapchat & Twitter Promotions
Cannabis Friendly PlatformsMassRoots
Find Local Customers with “Local” Tab:
Cannabis Friendly PlatformsDuby
Cannabis Friendly PlatformsDuby
In Conclusion...
Don’t Overtly Break the Rules
Prepare to Be Deleted
Check Cannabis-specific Platforms
Questions?
