Between November 1, 2016—when Bay State voters were getting ready to vote on legalizing recreational marijuana—and Friday, September 8, there were more than 360,000 posts on social media originating in Massachusetts referencing marijuana, cannabis, pot, grass, weed, or Mary Jane.
Most of those posts (95%) were on Twitter. Far fewer used Instagram (4%), Forums (1%), or Facebook (<1%)
More posters were men (56%) than women (44%).
The posters’ age—when it could be determined—reflects the high interest of Baby Boomers (born 1946-64) and Gen X (born 1965-76) in Cannabis.
Volume peaked November 8-9, 2016–Election Day and the day after Massachusetts voted to legalize recreational marijuana.
The next peak was December 15, 2016–the day Cannabis officially became legal in the Bay State.
Posts peaked again Feb 23-24, 2017–when the White House indicated the federal government might crack down on legalized marijuana,
April 20, 2017–420 Day (Pot Supporters’ version of Earth Day), Aug 1-2, 2017–when the first appointments to the Cannabis Control Commission were announced.
The social posts can also be evaluated by the emotions they represent, and the sentiments they express.
Joy was the clear number one, at 46%:
But—together–Sadness, Disgust, Anger and Fear (56%) top Joy.
Some of the best insights come from comparing the common interests of those talking about Marijuana in Massachusetts to everyone else’s interests on Twitter.
The bubbles on the far left reflect the interests they have most in common within their group…the bubbles on the right, the least in common with everyone else. The size of the bubbles measures volume.
It’s no surprise that Boston, Massachusetts, and New England top the list on tweets sent in the State about cannabis.
But it’s a bit of a surprise that this sounds like a very political, active group–particularly interested in the September 11th attacks, Elizabeth Warren, political campaigns, and the Affordable Care Act.
It’s also a sports crowd, given the popularity of the Celtics, Red Sox, and Bruins.
But not when it comes to soccer—and everyone else likes Justin Bieber or MTV and MTV a lot more than they do, too.
Please make your own conclusions.