Arts Active Trust
I manage Arts Active Trust’s social media accounts on Facebook, Instagram and LinkedIn as a Freelance Social Media Manager. Arts Active Trust is an independent charitable trust supporting people to enjoy the arts through its programme of creative, participatory activities based in Cardiff and the surrounding areas.
Date
March 2026 - present
Service
Social Media Management
Client
Arts Active Trust
The brief
The Arts Active team have limited capacity to manage their social media accounts, so they need me to take responsibility for them and spread the word about their wonderful projects. The budget is limited, so I had to set expectations around how much I could achieve within the time allocated to managing the accounts per month. They were also keen to start using LinkedIn alongside their already established accounts on Facebook and Instagram to increase their reach among key audiences.
The process
Before diving into managing the accounts, I created a strategy outlining how I would approach them and identified areas that needed improvement. One of the first areas I focused on was the branding of the social media posts. I created guidelines and Canva templates to bring greater consistency and distinctiveness to the social media graphics and videos. I selected key colours from the Arts Active brand, reusable graphic icons that represent the charity and its programmes, and a visual style that would help Arts Active stand out from similar charities.
Another change I decided to make was to post less frequently. I realised that a lot of posts were going out each week, so they were potentially losing impact on their audience. The profiles themselves also needed some optimisation and refreshing, such as updated banners and higher-quality logos.
I plan content in advance, drafting it for my main contact at Arts Active to review and approve before posting. Each month, I vary the content to maintain interest by sharing different stories and using a range of content types. I schedule Facebook and Instagram content using Meta Business Suite and schedule LinkedIn posts through LinkedIn itself. I also create a report every two months detailing key metrics, which posts performed best, and where I can improve.
The outcome
The content is now much more distinguishable in people’s feeds because the posts have stronger, more eye-catching branding. Content across Facebook and Instagram is achieving similar or better performance, even though I am posting less frequently. This proves that posting less content, with a greater focus on quality and impact, is proving more effective at engaging the audience.
