su pleroma -s $SHELL -lc "./bin/pleroma_ctl user new joeuser joeuser@sld.tld --admin"
```
This will create an account withe the username of 'joeuser' with the email address of joeuser@sld.tld, and set that user's account as an admin. This will result in a link that you can paste into the browser, which logs you in and enables you to set the password.