CHICAGO — MJBizCon®, a leading cannabis event from Emerald, took home the Most Extreme Results from Social Media in 2023 Grand Award at last year’s Trade Show Executive (TSE) Gold 100 Awards & Summit.
TSE connected with Emilie Lewis, Senior Vice President and Brand Leader, MJBiz, at Emerald, to get her guide to social media success.
“Social has transformed from a personal space to a full-scale media machine that’s foundational to every business,” Lewis explained. “In cannabis especially, where traditional advertising channels are heavily restricted, social media is essential for brand communication. It’s one of the few places we can directly connect with our audience, build trust and shape the conversation in real time.”
Emilie Lewis’ Social Media Marketing Crash Course
1. Find the Platform that is Right for Your Community — and Lean on Them
“We always start with one question: Where is our community? That’s our anchor,” Lewis said. “We look at past performance, audience behavior and how each platform evolves. But in cannabis, there’s another layer: Which platforms even allow our content? Part of our mission is showing these platforms — and the broader public — that there’s a responsible, professional side to cannabis, so they understand it’s a real industry with real businesses.
“The real secret is the community itself. This industry is built on connection, advocacy and trust. The feedback, participation and loyalty of our audience shape the conversation every day. Cannabis is a space that values realness and that’s exactly what we strive to deliver.”
2. Do Your Research
Lewis encouraged young professionals to learn everything about the event ecosystem.
“Understand operations, sales, marketing and business development. The real magic in events is connecting the dots across functions. The best social media marketing comes from knowing the entire experience and helping the team deliver it consistently,” Lewis said.
3. Find Your Voice
“Know your voice before you get there,” Lewis advised. “What’s your brand persona? What are your lines in the sand? Be crystal clear on those fundamentals. Consistency builds trust and that’s even more important in a space like cannabis, where authenticity isn’t optional; it’s expected.”
Related. Five Tips for Event Branding
4. Utilize AI — But Be Careful
“AI has become like an extra set of hands for our team. It’s been great for brainstorming, drafting and scheduling. It’s greatly improved our turnaround time and overall effectiveness, which is huge for a small team,” Lewis said.
However, she noted that AI is not perfect.
“What gives me pause is how easily the line blurs between real and AI-generated content. In any industry where trust and transparency matter, we must be intentional. We are constantly asking: What’s real? What can be trusted … and what should be fact-checked or researched more deeply?”
5. Keep up Engagement and Data Strategy
Lewis noted that a classic misconception is thinking that social media marketing simply requires posting content.
“It’s so much more,” Lewis said. “It’s strategy. It’s data analysis. It’s community management. It’s cross-team communication. A good social media manager posts and engages. A great one uses data to prove why it matters and helps the whole company understand the value of those conversations.”
Success in-Action
Lewis added that MJBizCon’s® audience on social media wants to see and feel what they will get on site at its events. Their top social media posts include:
- Speaker and exhibitor spotlights
- User-generated content from past attendees
- Countdown posts and milestone announcements
- Behind-the-scenes sneak peeks of the show floor
- Memes and trending formats when they make sense
“People want authentic, dynamic content and that’s what we aim to deliver,” Lewis said.
Looking Ahead
Lewis believes that, in the near future, YouTube will be the most effective platform.
“It’s where younger audiences are spending their time, and it’s one of the few major platforms that’s open to cannabis-related educational content,” Lewis said. “Video is hands-down the most powerful way to tell a story, and that’s exactly what every business needs more storytelling. YouTube is a great channel for building trust and showcasing what really matters to your brand.”
Lewis also anticipates that social media marketers will evolve into full-on digital strategists.
“They’ll need to be AI specialists, paid media experts, brand storytellers and community managers — all in one,” Lewis explained. “But at the end of the day, it still comes down to understanding people and staying true to your mission. Technology can amplify that, but it can’t replace it.”
MJBizCon® is set for Dec. 2-5, 2025, at the Las Vegas Convention Center.
“If you want to see our social media in action, there’s no better place to experience it than live, on the show floor,” Lewis said.
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