Case Study: Museums Victoria achieves centralized social media management and 78% Instagram reach growth with Brandwatch

How Museums Victoria consolidated social media management tasks into a unified command center and grew Instagram reach by 78%

Museums Victoria, Australia’s largest public museum organization, oversees seven venues, 700 staff and 17 million collection items and must maintain a strong digital presence across 23+ social channels. Their social workflows were fragmented—scheduling and publishing were done natively per platform, reporting was manually compiled in spreadsheets, DMs were handled separately and access was unmanaged—creating inefficiency, errors and missed engagement opportunities.

By centralizing social management in a unified command center, the team now schedules and edits content in one place, uses automated, visual reporting to track KPIs, and routes community inquiries through an Engage module for faster, accountable responses. The overhaul freed time for creative work, improved decision-making with clearer data, and delivered measurable gains: a 78% increase in Instagram reach in 2020 and over 200,000 link clicks (a 27% rise year-over-year).

Museums Victoria

Olivia Gumienny

Former Social Media Manager