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General Cannabis recognized the density of dispensaries and doctors within the market, and sought to revolutionize the manner in which they communicated with their customer base and their customer based communicated with each other.

Social media remains a marketing tool both intangible and difficult to measure, which makes it a tough sell to corporate directors who come from the golden age of radio advertising. Fact is, without metrics on how social media directly impacts a company's ROI, it is a challenge to get support in favor of implementation.