It’s no secret that social media is relevant to cannabis brands. As I write this, Instagram is the social media darling of cannabis and lifestyle brands. Subject to change pending finicky social media trends. In the meantime, I’d like to bring a different perspective to another social channel you probably AREN’T using because it’s coming up more and more these days.
Your Customers Aren’t The Only Ones on Social Media
But if you’re spending time wishing you had more media or are working with an agency like us, to garner earned media or free press, this tip is a great relationship builder with media outlets and journalists. Most of the time, when we look at the taskmaster that is social media, we consider the consumer’s journey. You probably even consider where the “hot” or most relevant influencers are spending their time. I bet when you think about influencers, you think of those magical unicorns appearing in so much news these days. But guess who is often more influential, both online AND in person than these folks?
Before I answer that question, please allow me to reacquaint you with a social platform you hear about every day, but probably don’t use much yourself these days: Twitter.
Today’s Twitter is a different than only a few years ago. The average person isn’t using Twitter much these days. But who ISN’T average? ACTUAL Influencers.
Moreover, Twitter users are above average in many ways. Further, the active Twitter user is hyper-engaged on Twitter.
According to the Pew Research Center (April 2019):
- Twitter users are much younger than the average U.S adult.
- Twitter users and are more likely than the average U.S. adult to have a college degree.
- “The most prolific tweeters – those in the top 10% by number of tweets – are responsible for 80% of all tweets created by U.S. adults.” And guess what else?
- The average Twitter user is younger than the average American, “Twitter users are nearly three times as likely to be younger than 50 (73%) as to be 50 or older (27%).”
- And for those of you courting females: The most prolific tweeters among U.S. adults are especially likely to be women. Among the most prolific tweeters – again, those in the top 10% by number of tweets – 65% are women. Women account for 48% of less prolific users.
- 60% of Twitter users reported that they definitely voted in 2018, compared with 55% of all U.S. adults.
WHY THIS MATTERS MOST IN MEDIA RELATIONS
When you look at the above statistics, who do you see?
I know who I see: journalists and freelance writers. Journalists are more trusted than influencers like Kim Kardashian, more connected than the average American, and open to new experiences. In short: journalists are more important than influencers.
According to News Media Alliance, Twitter is “now it is considered almost a requirement that writers and journalists have Twitter accounts and that they actively participate in conversations happening on the platform,”
Here at Primo PR, we help bridge that gap between journalists and businesses and we’re here to say: if you’re interested in media coverage, you need to be on Twitter. There’s a reason PR firms call it “earned media” as opposed to “free press,” and that’s because media coverage isn’t free and relationships matter.
Look at journalists and the media as the people MAKING the news and this group of influencers is very active on Twitter as a group.
Journalists and writers are using Twitter to source stories, see if a brand is worthy of coverage and yes, talk amongst themselves. Twitter is useful in finding out about a journalist’s point of view, recent stories and personal interests all of which can be helpful when framing a conversation or suggesting a story idea.
3 WAYS TWITTER IS DIFFERENT FOR CANNABIS BRANDS
You can (and should) use Twitter differently than you use your other profiles, but do use Twitter. Consider it an opportunity to present your story and products to a group of highly engaged and influential community.
- Share news, branded content and yes, content from journalists and media outlets.
- Don’t worry too much about measuring engagement, because the average Twitter user is reading more than posting, liking or sharing, “The median user tweets just twice each month,” (Pew), but do be aware that the most engaged user is using Twitter A LOT.
- You may wish to share news and updates more than once and you may wish to stand out with others by actually engaging.
And if that’s not enough for you, keep in mind that the Twitter user skews younger than the average U.S. resident, younger than Facebook and open to new experiences, overall, sounds like the average cannabis user.
Fundamentally, our advice about social media is to pick the channels you can do well-and do them well. In the case of Twitter, it doesn’t take much to do it well and can be an outstanding place for your brand to be seen by real influencers.