Previously, Museums Victoria’s social media management processes were somewhat cumbersome. Scheduling and publishing were handled natively within each platform — and this led to inefficient workflows.
The Social Media Manager would often set personal alarms/reminders for when to post and used email notes as a way to keep track of upcoming content plans. Without a centralized system in place, the Social Media Manager’s focus was divided and, as a result, they struggled to reach Museums Victoria’s audience at the right time with the right message.
On top of that, all reporting was done manually. For post-campaign reports (on lengthy campaigns that typically ran for six to eight months), the Social Media Manager would compile the highly granular data — reach, impressions, etc. — into an Excel spreadsheet by copying and pasting directly from Facebook. This was required across all of Museums Victoria’s social media accounts, and for each post related to the campaign. This was an extremely time-consuming endeavor and left ample room for human errors which would compromise the data. Needless to say, reporting was always a major pain point that left a lot to be desired.
Community management was also handled on an individual account level. Without a centralized system, DMs were responded to natively within each account and, consequently, were not checked as regularly as they should be. To further compound the issue, access was governed by a patchwork of login credentials that anyone could use. There was no way of controlling — or even knowing — who had access to what. Overall, it was clear that an overhauled system (centered around a single, unified social media management platform) was sorely needed. And that’s when we entered the picture.