Work / Cranbrook Institute of Science: Social Media

Case Study

Getting social with Cranbrook Institute of Science

Cranbrook Institute of Science sought to better define the purpose of its social media channels and produce more engaging, consistent content. The renowned museum had a Facebook, Twitter and Instagram presence without a strong strategy to engage followers.

Our Role

We served as a strategic partner in both developing the social media vision, and taking responsibility for the results.


In order to infuse purpose and energy into the Institute’s social media, we needed to get alignment from Institute leaders around how social media would support strategic goals. Then, we needed to find the balance between the Institute’s narrative, and content that followers would be excited about.


Working collaboratively with Institute leaders we created a vision for the Institute’s social channels that included increasing engagement with followers by piquing their interest in the Institute’s expertise and visitor experience.

Our approach included:

  • Defining areas of scientific expertise that followers find exciting
    • We honed in on astronomy, minerals, Michigan-based natural history, and travelling exhibit content
  • Developing monthly strategic content plans to achieve the proper cadence and balance across Institute social media channels
  • Creating engaging content weekly, featuring stunning photography
  • Targeting paid content to  maximize visibility

additional social profile visits per month


increased audience reach per month


new followers across Twitter, Instagram, and Facebook