Overview
Developed a comprehensive social media strategy for a major museum and cultural organisation, covering content, audience retention, advertising, social listening, and multi-platform alignment. The work led to a more focused and effective channel approach, improving reach and engagement while streamlining how the team operated.
The challenge
The organisation had an established social media presence but lacked a clear, cohesive strategy. Content was being published consistently, but without a defined direction or framework for performance. This resulted in:
- Limited diversity in content formats
- Inconsistent posting and engagement
- Too many platforms to manage effectively
- No structured process for improving content quality over time
There was a need to refocus the approach, improve performance, and create a more sustainable and strategic way of working.
The approach
We conducted a detailed review of channel performance, analysing two years of activity to identify what was driving results and what challenges required remedy.
Based on this, we developed a set of integrated strategies covering:
- Content direction and format diversification
- Audience retention and engagement
- Paid advertising approach
- Social listening and insight gathering
- Alignment across platforms
This included:
- Redefining the role of each platform
- Streamlining the channel mix to reduce unnecessary complexity
- Introducing new content types and formats
- Establishing clearer workflows and collaborative processes
The strategy was designed to be both practical and scalable, enabling the team to deliver higher-quality content more consistently.
The outcome
The organisation adopted the new strategy and implemented changes across their social media approach. This resulted in:
- Improved reach and engagement across key platforms
- A more focused and effective channel mix
- Greater consistency and diversity in content
- Stronger internal collaboration and content workflows
Following the success of the work, we were engaged in an ongoing advisory capacity, supporting continued development and performance improvement.