GTI Online Communication

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 Hey Y'all,

Green Thumb Industries (GTI), a leading cannabis company, strategically uses its website and social media platforms to build its brand identity. Green Thumb Industries does an excellent job of communicating on its website and social media platforms. The website employs consistent branding with earthy tones and professional language, aligning with the industry’s need for formality due to cannabis’s stigmatized history. For example, GTI’s LinkedIn and X (formerly Twitter) posts utilize formal, informative language to discuss their operations and values. These efforts are a tool for influencing attitudes and beliefs, reflecting a deliberate rhetorical strategy designed to foster trust and legitimacy (Campbell et al., 2014).


​            The GTI website is thoughtfully organized to capture attention, provide key information, and maintain user engagement. At the top of the homepage, a captivating video showcases the cannabis cultivation process, immediately drawing visitors into the company’s narrative. The middle section highlights GTI’s various brands, showcasing their product diversity and market reach. At the bottom, the “Green Thumb News” section offers the latest updates and company announcements, signaling transparency and ongoing innovation. This structure effectively balances aesthetic appeal with functionality, ensuring users understand the company’s operations comprehensively.

Green Thumb Industries communicates a strong and consistent identity online. The “About” section of its website outlines the company’s values, such as humility, dedication to service, and transparent communication. These values are echoed in their social media presence, where posts often emphasize these same principles. LinkedIn posts highlight employee achievements and sustainability initiatives, reflecting their belief in teamwork and service. This strategy demonstrates GTI’s application of the rhetorical tenets to connect with and influence its audience​.


Despite their successes, GTI could enhance its online communication by adopting a more engaging approach to social media. While their formal tone aligns with industry expectations, it can be overly rigid. Incorporating more interactive content, such as behind-the-scenes videos or customer testimonials, could humanize the brand and foster deeper connections with its audience. As Campbell et al. (2014) note, rhetorical strategies are most effective when they balance authority with relatability​. What other techniques could GTI employ to make its online presence more engaging without compromising professionalism?

References

Campbell, K. K., Huxman, S. S., & Burkholder, T. R. (2014). The rhetorical act : thinking, speaking, and writing critically (5th ed.). Cengage Learning.

 

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