The Secret Life of a University Social Media Director: 5 Shocking Truths You Won't Believe!

In the ever-evolving landscape of higher education, the role of a social media director has become increasingly vital. At the University of North Carolina at Chapel Hill (UNC), this position entails managing content and strategy across six different social media platforms, each with its own unique audience and expectations. The challenge is to ensure that each channel resonates differently; what works on Instagram may not translate well to LinkedIn, and strategies effective on TikTok could flop on Facebook.

Successful social media directors must maintain awareness of both general trends in the digital world and specific conversations happening on campus. For instance, keeping track of leadership changes, sports victories, protests, and global events that impact the university is essential. This multifaceted role is not merely about posting updates; it’s about engaging a community that includes prospective students, current students, alumni, faculty, and local residents. Each group has its own emotional investment in the institution, which demands a tailored approach.

Riley Phillips, who served as the director of social media at UNC from 2024 to 2026, highlighted the importance of looking beyond one’s own institution for innovative ideas. “One of the most beneficial habits I’ve developed is paying attention to what higher education peers are doing well,” Phillips shared. Institutions like Michigan State, the University of Michigan, Ohio State, and the University of Miami have set high standards for translating broader social media trends into an engaging higher education context.

The most impactful university content prioritizes storytelling and authenticity rather than traditional institutional language. Phillips noted that the most engaging posts often focus on the community, such as a video featuring beloved campus crossing guards known for their positivity or the globally recognized “One Good Thing” video series. These moments resonate because they are genuine and relatable, allowing the community to see themselves in the narrative.

However, the role is fraught with challenges, particularly during crises. Social media serves as a critical communication channel in times of emergency, such as during Tropical Storm Chantal in July 2025, Hurricane Helene in 2024, or the August 2023 campus shooting. Phillips emphasized the need to pivot quickly in response to crises. For instance, when a planned series of cheerful content surrounding the start of a new semester was disrupted by a campus shooting, the focus shifted to sharing mental health resources and wellness content. “In moments like these, the work often feels less like traditional brand marketing and more like town communications,” Phillips explained.

Understanding that social media comment sections can serve as a platform for community dialogue is also crucial. When emotions run high, it’s common for members of the community to express their concerns publicly. Phillips advises that not every negative comment reflects poorly on the content or strategy; often, it mirrors the current campus climate. In tense situations, it’s essential to let conversations unfold naturally while communicating necessary information authentically.

Moreover, Phillips underscores the importance of self-care for social media professionals. Continuous feedback, especially during crises, can be overwhelming. She recommends setting specific times to monitor and respond to comments, taking breaks during off-hours to recharge. This helps maintain a balanced perspective and allows for thoughtful engagement with the community.

The highs of this role can be exhilarating, providing access to a deeply invested audience and opportunities to create content that evokes collective pride. Phillips reflected on achieving engaging content, such as interviews with renowned soccer star and UNC alum Mia Hamm or celebrating victories over rival Duke in basketball. “Success in this role comes down to building trust—trust that is earned over time, shaped by how you show up during the hardest moments and reinforced by how thoughtfully you tell the everyday stories,” she stated.

Ultimately, the work of a social media director at a university like UNC is about more than just likes and shares; it is about fostering a sense of community and belonging. As higher education continues to adapt to an increasingly digital world, the need for genuine, engaging, and thoughtful communication has never been more critical.