Twenty-nine channels, millions of followers, zero chaos: How a global sweets manufacturer transformed its social media operations

Managing a social media presence for a portfolio of beloved global sweets brands comes with unique challenges. For this leading manufacturer, overseeing 30 social channels and engaging with over 10 million followers required seamless coordination between internal teams and seven agencies.

Outdated, manual workflows hampered efficiency, causing delays, errors, and bottlenecks in publishing and community management. By adopting Emplifi Publisher and Community, the team streamlined operations, enabling collaboration and faster, more precise customer engagement. The result: over 1,000 hours saved annually, significantly reduced errors, and a scalable, integrated approach to social media management.

The sticky complexity in a growing digital ecosystem

As the manufacturer’s social media footprint expanded, outdated workflows quickly showed their limits. Teams relied on spreadsheets to plan editorial calendars, shared via long email chains—creating confusion, delays, and version control issues.

Community management added another layer of complexity. Initially handled manually through PDFs of deep links, the process became unmanageable as engagement grew—from product questions to promotional contests—making it difficult to track and respond efficiently.

The lack of integration across teams and agencies further complicated operations. With six or seven agencies working independently, inconsistencies in tagging, communication, and reporting were common. The company needed a solution that could unify workflows, streamline collaboration, and ensure compliance across all channels.

Turning complexity into clarity with Emplifi’s unified platform

To tackle these challenges, the sweets manufacturer turned to Emplifi. By implementing Emplifi Publisher and Community, the team introduced a centralized platform to manage both publishing and community engagement with precision and efficiency.

“With the help of Emplifi, we were able to further scale the potential of our social media marketing through efficiency gains,” said the Senior Digital Media Manager. “It’s now unthinkable to manage social media the way we do it—without Emplifi.”

In publishing, Emplifi replaced fragmented workflows with a structured, automated system. Multi-level approval flows eliminated confusion, while internal notes enabled transparent communication directly within the tool. Automated publishing through API integration reduced manual tasks and errors, allowing the team to focus on creative and strategic goals.

On the community side, Emplifi’s ticketing system transformed how the company managed customer interactions. Agencies categorized incoming messages by brand and topic, tagging the appropriate team—corporate communications for reputation-sensitive inquiries, marketing for promotional campaigns, or general brand and product information. This streamlined routing ensured swift and accurate responses.

The company also standardized processes across its remaining agencies, reducing inconsistencies and introducing clear guidelines. Tools like tagging and labeling provided granular control over operations, while the ability to manage high-volume tasks—such as raffles with hundreds of comments—ensured smooth execution while maintaining compliance.

“If a question involves allergies or product quality, we direct it to our customer care team rather than posting answers on social,” said the Senior Corporate Communication Manager. “This keeps responses accurate and compliant.”

Finding harmony across 30 social channels

The transformation achieved through Emplifi has redefined how this global sweets manufacturer manages social media. By centralizing workflows and introducing automation, the team saved over 1,000 hours annually—time they can now reinvest in strategy and creativity.

Error rates have dropped dramatically, and collaboration has flourished as agencies and internal teams work seamlessly within one platform. Managing all 30 social channels through a unified system has enhanced consistency, alignment, and performance across brands.

Reports generated in Emplifi provide actionable insights, helping the team track engagement trends, audience sentiment, and emerging topics. For instance, when new social media trends emerge, the company uses this data to adapt quickly and stay relevant.

“We flag trending topics to marketing and consumer services, helping them understand what’s resonating or raising concerns in the community,” the Corporate Communication Manager explained. “Emplifi makes this process smooth and actionable.”

Building a future powered by AI and actionable insights

The sweets manufacturer is now exploring Emplifi’s advanced features to further refine its social media strategy. AI tools like PrimeTime, which optimize posting times, have already proven valuable. The team plans to adopt AI-driven caption suggestions and enhance post-level performance tracking to bridge the gap between paid and organic content.

By leveraging Emplifi’s unified analytics, the team aims to gain deeper insights into campaigns—refining strategies and maintaining leadership in digital engagement.

This collaboration demonstrates how technology can revolutionize social media operations. Through centralized workflows, structured community engagement, and actionable insights, this global sweets manufacturer has achieved consistency, efficiency, and scalability—laying the foundation for continued innovation in the years ahead.