IF you are building a business, you must have social media.
Founder of the Beverly Hills Cannabis Club, Cheryl Shuman, gave this advice during Day 2 of the Business of Cannabis yesterday.
She revealed that her company has generated over US$3 billion earned media. This is when a company gains publicity through promotional efforts other than paid media advertising.
“What is good for your company when you start? Social media. It costs you nothing and everything that is related to cannabis, you want to send that out and hashtag that appropriately,” said Shuman.
She explained that this is how people will be able to build a clientele. To a small audience in the Errol Barrow Centre for Creative Imagination (EBCCI), the businesswoman and key speaker of the event, also suggested that there is a need to normalise cannabis use to change society’s perception of the drug. In her presentation, she highlighted some of her network of celebrity friends and clients, and her efforts to promote cannabis benefits through various social events.
Speaking about her early upbringing and several health challenges over the years, Shuman spoke about how Cannabidiol or CBD in cannabis helped her to recover from cancer.
Shuman also told the audience that many people are afraid that Big Pharma, Big Agriculture and Big Technology or the impact of corporate money will somehow corrupt the cannabis industry. She believes that the cannabis industry is growing and evolving. She also commented on the unpredictability of the market.
“Are they going to ban it or are they going to allow licences? One day yes, one day no,” said Shuman.
The American businesswoman claimed that Big Pharma has been in the industry doing clinical trials for the past four years. She said that this is where people in her industry will get the data on cannabis. Shuman added that the industry is here and people have to learn how to work in sync with Big Pharma.
“I believe in working together and not competing against each other,” said Shuman. (KB)