One of the concerns that I hear from cannabis business owners is that they don’t want to inundate their customers with too many posts on social media. They don’t want to harass their fans, and feel that they may eventually lose their virtual support. The good news is that there are hundreds and hundreds of posts waiting for your customers every single time they log onto Facebook or another social media channel. This means the likelihood that they will see every single post that you publish is quite low, so as long as you are posting gorgeous, engaging content, you can feel free to post fairly often. “Ideal” frequency is not cookie-cutter; it relates to your business, followers, and consistency of content. When creating your social media plan, it’s important to form a schedule that can be maintained even during your busiest times of year.
The following guidelines can help you discover what type of cannabis content to post, and when the typical best times to post will be. Since your business and mission is unique, use these as a starting point, and utilize your analytics on the backend to determine what your audience loves, and what times they are interacting with your posts.
- Publish 3-5 times/week
- Personal posts (what do you like to do in your free time?)
- Posts about the cannabis community
- Posts about your business/budtenders/new products
- Testimonials/Reviews
- As you grow, you can publish 2-3 times/day (if applicable)
- Best days to post: Thursday-Sunday
- Best times to post: 9am, 1pm, 3pm
- Publish 2 times/week
- Posts that share something about you (video or image)
- Inspirational/positivity quotes and sayings
- As you grow, you can publish once or more each day (if applicable)
- Best days to post: Monday & Thursday
- Best times to post: 2am, 9am, 5pm
- 1-2 times/week
- Business-oriented pieces, what’s new
- Sharing information from other cannabis pages
- Mornings on the weekdays are best
- Best days to post: Tuesday, Wednesday, Thursday
- Best times to post: 7am, 12pm, 5pm
- Create 5 boards that relate to your business and mission
- Pin and share 5-15 pins per week to keep your board fresh
- Share URL from blog to create custom pins
- Create images to relate to custom content using Canva
- Best days to post: Saturday & Sunday
- Best times to post: 2pm, 9pm, 2am
GOOGLE+
- Post 3 times/week
- Promote products and budtender knowledge
- Post how-to’s and tips (super valuable!)
- Best days to post: Wednesday
- Best times to post: 9am, 11am, 1pm
- Post 7 times/week up to 5 times/day
- Ask questions or take polls
- Retweet content that relates to the cannabis industry
- Best days to post: Wednesday
- Best times to post: 12pm, 3pm
YOUTUBE
- Publish videos 2 times/month
- Awareness about the cannabis industry
- How-to videos (these get great engagement!)
- Build your community of loyal brand ambassadors
- As you grow, publish more videos (as many as you are able to create and publish consistently)
Creating a calendar for your social media strategy is the best way to keep on track and remain focused. Your calendar should include every social media platform, along with what you plan to post. Creating your calendar should be your first step, before you begin posting and scheduling. Proper planning creates consistency and excellent execution, which will lead to your continued success.
You can use a printed version or a digital spreadsheet, and if you’re working with a team, a shared file on Google will likely be your best bet. A calendar makes sure everyone is on the same page and creates accountability (see the sample content calendar below as an example of a monthly plan). Simply write in the channel and post description for each day. I also like to color-code my calendars for each social media channel. It looks a little nutty, but it works to keep me organized!
When you’re ready to take control of your social media presence and grow your brand, CMI is here to help. We live in the digital space and know how to get your cannabis brand found!
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