Managing social media for cannabis brands is tricky. You need to follow strict rules while connecting with your audience. Here’s how to do it right:

1. Know platform rules and laws
2. Set clear community guidelines
3. Create engaging, compliant content
4. Build real connections
5. Monitor and manage discussions
6. Use hashtags strategically
7. Host rule-following online events

Despite hurdles, social media is crucial for cannabis brands. In 2023, over 20 million cannabis-related tweets showed a growing community to tap into.

This guide walks you through managing your cannabis social media presence effectively. You’ll learn to navigate rules, create content, and build a loyal audience.

Rules change often. Stay updated and consult a cannabis law expert.

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1. Know the Rules for Cannabis on Social Media

Managing a cannabis brand on social media is like walking a tightrope. You need to balance engaging content with strict platform rules and legal requirements.

Platform Rules

Each social media platform has its own set of guidelines for cannabis-related content. For example, Facebook allows educational content but only topical CBD product ads, while TikTok prohibits all cannabis/CBD advertising.

These rules can change and are often inconsistently enforced. Instagram has shut down multiple cannabis business accounts since July 2018, causing losses for some companies.

Legal Requirements

The legal landscape is just as tricky:

• Cannabis is still a Schedule I drug federally
• About 75% of states have legalized cannabis for medical or recreational use
• The 2018 Farm Bill legalized hemp and hemp-derived products with 0.3% or less THC

To stay compliant:

1. Don’t target states where your product is illegal
2. Avoid marketing to minors
3. Ensure all product claims are truthful

Some states have specific requirements. In Ohio, marketers can’t use images of actual medical marijuana patients or children in ads.

"Failure to adhere to these requirements can result in significant fines, enforcement actions, and even injunctions preventing you from working in the cannabis industry." – Mac Murray & Shuster LLP

Consider using compliance tools like Springbig‘s 360 Permissions to help manage these requirements.

2. Set Clear Community Rules

Create and share guidelines for your cannabis social media community to maintain a respectful environment.

Writing Community Rules

Focus on:

1. Prohibited content
2. Respectful behavior
3. Content moderation
4. Age restrictions
5. Consequences for rule violations

Sharing the Rules

To effectively communicate your guidelines:

1. Make them visible
2. Introduce them during onboarding
3. Share regular reminders
4. Lead by example

3. Make Engaging, Rule-Following Content

Create posts that resonate with your audience while staying within legal boundaries.

Mix Education and Promotion

• Focus on educational content
• Use the 80/20 rule: 80% educational or lifestyle content, 20% subtle promotion
• Create diverse content types

Topics to Avoid

To prevent account flags or bans:

"You do not want the government involved in your business." – Elizabeth Udell, Industry Consultant

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4. Build Real Connections

Foster trust and loyalty by engaging with your cannabis community on social media.

Reply to Comments

Respond to comments and messages. Use polls, quizzes, and Q&A sessions to boost engagement.

Ask for User Content

Encourage user-generated content (UGC) through:

• Photo contests
• Customer reviews
• Affiliate programs

Always ask for permission and credit the original poster when using UGC.

5. Watch and Manage Discussions

Keep a close eye on your cannabis brand’s social media conversations.

Social Listening Tools

Use tools like Google Alerts, Hootsuite, or Sprout Social to monitor brand mentions and gauge public opinion.

Dealing with Criticism

1. Respond promptly
2. Be empathetic
3. Take complex issues offline
4. Learn and improve

Don’t delete negative comments. Instead, engage constructively to show you value customer input.

6. Use Hashtags Wisely

Boost your cannabis brand’s visibility with strategic hashtag use.

Cannabis-Friendly Hashtags

Use platform-specific hashtags:

Make Your Own Hashtags

Create unique hashtags for your brand:

1. Keep it simple
2. Make it relevant
3. Check availability
4. Promote it consistently

7. Hold Online Events

Connect with followers and build community through virtual gatherings.

Plan Rule-Following Events

• Check platform policies
• Avoid direct product promotion
• Focus on education and community building

Keep Audiences Interested

Use engaging formats:

• Q&A Sessions
• Educational Content
• Interactive Elements

Add live chat tools and collect feedback to improve future events.

By following these tips, you can build a strong online presence for your cannabis brand while navigating industry challenges. Stay informed about changes in regulations and platform policies, and adapt your approach based on audience feedback and performance data.

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