I have conducted a social media audit of the Woodruff Arts Center and High Museum of Art. I’ve chosen these businesses due to my time spent working for them as a temporary contractor. They are two different companies but are located on the same campus and work in collaboration with each other daily. Their business goals are also the same. As the Woodruff Arts Center looks to be the overarching umbrella under which the High Museum of Art and other businesses operate, I will refer to them both as the Woodruff Arts Center when describing the following goals. I will refer to them separately when elaborating on the details of their respective social media platforms. I based knowledge on in-class learning, private use of my own social media and also the unique perspective of working for the WAC as a temporary contractor.
According to the Woodruff Arts Center website www.woodruffcenter.org/about-the-woodruff/ and the businesses that lie under it, they share the goals of attracting new customers, spreading arts education and supporting artists not only in the South but nationally as well as internationally. These goals from my personal observation from working there, are achieved by hosting events within the Woodruff Arts Center, collections of art and exhibits in the High Museum of Art, dinner parties, concerts and service collaboration with local schools and the local Midtown/Atlanta community.
The Woodruff Arts Center uses Facebook, Instagram, Twitter, YouTube, Pinterest and Vimeo. The High Museum of Art uses Facebook, Instagram and Twitter. For the audit, I’ve focused on the Facebook and Instagram accounts of both organizations. The method I’ve used was direct analysis of the respective pages and analytic data using a site called Fanpage Karma (shout out to Ms. Rachel Bradley).
The High Museum of Art Facebook page has 138,266 fans according to Fanpage Karma, its average weekly growth of 0.10%, engagement at 0.91% and post interactions at 0.13%. It’s average posts per day are 0.7 which roughly equates to a post barely every two days. Personal analysis of the page shows an active and engaged business page. Every posts receives likes, comments and shares. Users tag their friends letting them know of the latest events with hundreds of people indicating they are interested via the event call to action links with every listing.
According to Fanpage Karma, the Woodruff Arts Center has 15,254 fans, its average weekly growth is 0.11%, engagement at 0.32% and post interactions at 0.65%. It’s average posts per day are 0.5 which equates to a post every two days. Personal analysis of the page shows that it does not receive a lot of interaction with the averages posts showing 10 or less likes and usually no comments or shares.
While keeping the High Museum of Art goals in mind I believe that day to day management of its Facebook page is effective. With my first-hand experience working there, the High Museum of Art has no shortage of patrons with a good percentage I believe; gaining their knowledge of events hosted by the organization, from social media. There is room for improvement given the number of fans the page has. My suggestion is to run more targeted campaigns to attract more new fans and increase engagement with fans that already follow it. I do not foresee any immediate or short term challenges to the management of its Facebook page.
However, the Woodruff Arts Center surprisingly does not have effective management of its Facebook page. The organization has no shortage of patrons but it is not due to its Facebook page. Its posts are interesting and engaging, but fans aren’t interacting with them. I believe this is due to the high volume the Woodruff Arts Center already receives. They may not feel like it is necessary to make a serious push for engagement on Facebook. Should they ever feel the need to, I believe that promoting their Facebook page through targeted ad campaigns and promotion at their venue and live events will yield positive results.
The High Museum of Art Instagram profile has 126,000 followers and 1,764 posts. The posts have roughly 33,000 posts and 496 comments total. Its post engagement is at 0.96% and post interaction at 0.92%. It averages 1 post per day. The Fanpage Karma stats did not pull story statistics. Analysis of the profile shows a healthy amount of likes per post with the occasional post attaining over 100 comments. Considering this is an art page, I would imagine that when compared to other pages, the High Museum of Art’s Instagram profile is most likely above average but that is my personal guess.
The Woodruff Arts Center Instagram profile has 2,933 followers and 238 posts. The posts share 14,283 likes and 637 comments. Its post engagement is 0.29% and post interactions are at 2.9%. It averages 0.04 post a day. A personal analysis of the profile shows steady engagement. User like and comment on almost every post. In alignment with the organization goals I believe the Instagram profile is average and has room for improvement but is meeting it’s goals sufficiently. I see challenges if the Woodruff Arts Center wants to increase its social media engagement on Instagram. More interaction with fans on its account and encouraging fans to post about their experience on Instagram during events and exhibitions is a good start.
The High Museum of Art Instagram profile is very active with constant user engagement. However, many of its post are art related meaning that many of its followers are probably art enthusiasts that may never actually visit the museum. As with the Facebook page, it has much room for improvement given the amount of followers the profile has. To improve I believe the profile should interact with its followers more in the comment section.
The Woodruff Arts Center has very high engagement with its posts. Due to the number of posts and followers it may be a relatively new account. If so, continuing as it does now should lead to steady growth. If the profile is not new, then spreading awareness of its Instagram page should bring in more followers. Mutually exclusive promotions with the artists and celebrities that the Woodruff Arts Center has in their network could greatly increase their follower numbers.
The Woodruff Arts Center and High Museum of Art have a decent social media presence. They definitely have room for improvement but, for the purposes of their common goal, it is enough. Given that I’ve personally seen the amount of people the campus attracts daily. It seems that their social media platforms serve merely as a supplement to draw in new patrons and engage with current ones.
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