Lifestyle
Parker Beck on the Future of Social Media and Cannabis Marketing
How did you get into the social media business?
While in high school, I noticed fellow students blowing up their personal Instagram accounts to over 100k followers using unique growth tactics. I was fascinated by how they were able to grow their pages to such massive followings so quickly. In my freshman year of college, one of my baseball teammates explained how he was making money running largely followed Twitter accounts. Soon after, I purchased my first account called Every Day Baseball. From there, I bought many more Twitter accounts, created some from zero followers and eventually in 2016 got into running Instagram accounts.
Being in the social media business seems like an ideal lifestyle to many people. What advice you would give to those looking to get into the industry?
Like most things in life, if it was easy, everyone would do it. Being in the social media business, especially in the cannabis niche, there is a lot of stress that comes with the job. Social media isn’t a 9-5 job and it doesn’t take a day off. You should be prepared to work on holidays and weekends. You need to post every day and constantly create new content that fits the current trends and what your followers want to see. Being in the cannabis niche on social media, there is the persistent fear in the back of your mind that you will wake up one day and find your accounts have been suspended. At any point, your largest and most profitable account can be taken away from you by Instagram or Twitter for violating their terms of service. My advice is to never get comfortable in the social media business and don’t put all of your eggs in one basket. Push yourself to learn new skills and be prepared to adapt to any changes the social platforms put out. Put yourself in a position to be a valuable asset if one day you suddenly do lose your accounts.
When it comes to marketing cannabis companies and their products, what restrictions do you face and how are you able to legally promote them?
Marketing cannabis companies has proven to be a very difficult challenge. Despite many states having both legal recreational and medical marijuana, it is still a federally controlled substance labeled as a Schedule 1 drug by the DEA along with heroin in the same category. Companies are not allowed to pay Facebook to run ads so that is where I come in. I use subtle marketing techniques to promote these companies products on social platforms without violating their terms of service. One example of this: if a company is looking to promote a smoking device such as a water pipe or vape, I will incorporate their product into a picture, trending meme format or use a general meme format to work the brands name into the punchline. When it comes to a company that sells the flower directly, that is when the marketing becomes increasingly difficult because it can quickly violate the terms of service of posting an illegal substance and get your account suspended.
Where do you see social media heading in the next few years? What platforms do you see fading out with others thriving?
From my experience, I think there is going to be a shakeup in the meme pages and formats currently being used. I feel at a certain point, people are going to get tired of seeing the same old format of a picture with a caption above it. A new format will start to emerge and page owners who adapt and adjust will be the ones who continue to thrive. Social media is so fast paced now, something can be trending for a few days and just as quickly become a dead format. Although Facebook is not the preferred social media of millennials, I don’t see the platform going anywhere. Twitter is the biggest platform in danger of losing its relevancy in the coming years. It has remained a popular platform because information is relayed in real time. But as someone who has been on the platform for 9 years and seen the changes they have made, I don’t have confidence in the people running the platform to keep up with the other major companies like Facebook. They will still be a very popular platform because it’s the most convient platform to quickly convey a message to the masses. TikTok will be the biggest platform to continue to blow up. It is still in its early stages when it comes to a social platform but it’s the platform that Vine should have become with options of long and short form videos, as well as tailored feeds to the viewers interests.
What do you see for the future of cannabis marketing on social media?
I anticipate within the next 5 years, states will continue to pass bills for legalization and decriminalization of marijuana both on the state and federal levels. With states and the federal government both struggling with the lasting effects of the coronavirus, the taxation of cannabis will become increasingly appealing. It is very important for those who want to push for legalization to contact their elected officials and do their research on provisions that will be on their ballots in the 2020 election cycle. With legalization, cannabis should be treated like alcohol when it comes to promotion on social platforms. There should be restrictions on how you can market the product and what age groups you are allowed to target. This will also open up the flood gates for influencers to be able to safely promote their favorite cannabis brands without the fear of getting suspended.
Lifestyle
The Breakroom Reset: Small Changes That Improve the Workday
The office breakroom is a space that’s often neglected and can sometimes feel more like an afterthought than a key feature of the workplace. This is unfortunate, especially since employees typically visit the breakroom to rest and recuperate before finishing their shift. Considering its intended function, the breakroom should be viewed as one of the most important spaces in the entire office.
Having a welcoming and rejuvenating breakroom can promote social interaction, enhance workplace culture, and reduce stress. Employees who feel restored after visiting the breakroom are more likely to feel happy at work and be more productive the rest of the day. If your workplace breakroom leaves a lot to be desired, here are some small changes you can make to totally reset it.
Small Breakroom Changes That Improve the Workday
Unless your breakroom is in shambles and needs major reconstruction, you don’t have to spend a fortune on it to make it more inviting. In many cases, small and simple changes can make a big impact on the overall vibe of any space.
Whether you’re working with a limited budget or limited space, there are still plenty of things you can do to reset your boring breakroom. Here are some small breakroom changes that can improve the workday and give you maximum bang for your buck.
Convenient Hydration Options
Employees need to stay hydrated to keep their health and energy levels high. Unfortunately, many employees are chronically dehydrated because they don’t have access to tasty beverages at work. This doesn’t necessarily mean you have to install a soda machine in the breakroom. Giving workers unlimited access to sugary drinks could backfire in the long run by contributing to illnesses and increased sick days.
Instead of offering sugary beverages (that can actually contribute to dehydration in the long run), make it easier for your employees to stay hydrated with pure water. Providing a filtered office drinking water system is one of the best ways to encourage optimal hydration. Most employees will appreciate the clean, tasty alternative to standard office tap water.
Comfy Seating
When was the last time you took a look at the seating arrangements in your breakroom? If it’s been a while, take a walk over there and give it a good look. Is there sufficient space for multiple employees to sit at the same time? Are the seats comfortable and rearrangeable so employees can interact with others or achieve greater privacy as desired? If not, you might benefit from a breakroom seating reset.
Seating arrangements in breakrooms should be both comfortable and flexible. You might want to bring in some modular furniture because it’s easy to move and rearrange as needed. For maximum versatility, seating arrangements should include a mix of traditional breakroom chairs and tables, lounge chairs, and even bean bags. Making the space as open as possible will also help it look more roomy and inviting.
Nutritious Snack Options
Most employers don’t provide full meals for their employees. It’s perfectly reasonable to expect workers to make their own lunch or dinner arrangements. However, if you want to support your employees’ energy levels, keep healthy snacks in your breakroom. Nutritious snacks can enhance employee performance throughout the day, so workers find it easier to get more done.
Instead of investing in chips, candy bars, and other sugary sweets, opt for snack options that won’t cause sugar spikes and inevitable crashes. Some great options include trail mixes, protein bars, fresh fruit, popcorn, and veggie trays. Instant oatmeal cups can also be a convenient source of energy for those who don’t have time to grab breakfast before heading to work. You might want to send out an employee survey to see what types of healthy snacks your workers prefer.
Optimal Lighting
Did you know that poor lighting can negatively impact your employees’ psychological and emotional well-being? Improving workplace lighting (including in the breakroom) can make a huge difference in worker morale and energy levels. Warm white light may be a great choice for the breakroom because it creates a soothing, calm atmosphere. Cool white light might be a better fit for conference rooms and cubicle areas because it enhances focus and energy.
Of course, natural light is arguably the best option for the office whenever it’s available. If your breakroom has windows, try to keep the shades open during working hours. That way, employees can experience the mood- and health-boosting benefits of natural light exposure.
Entertainment Options
Some office managers and CEOs mistakenly think that a breakroom should be boring to serve its purpose well. However, the terms “boring” and “relaxing” are not synonymous. Employees may find a boring breakroom to be surprisingly non-restorative. On the flip side, a room equipped for entertainment can be very relaxing and rejuvenating.
To make your breakroom a more enjoyable place to spend time, you might want to install a corner television. That way, workers can watch their favorite sitcom while they relax. You might also keep a few card or board games stocked in a cupboard for employees who prefer to interact in fun ways during their lunch breaks.
Reset Your Breakroom Today
Your employee breakroom can reveal a lot about your overall workplace environment. If it’s not lit well, or if it’s boring and unwelcoming, workers are more likely to feel underappreciated and discontented. The good news is that you don’t have to sink a lot of money or effort into resetting your breakroom and getting a fresh start. Use these simple tips to revamp your breakroom and make it a place where workers can go to feel truly cared for and relaxed.
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