More Than Stress - Mental Health of Higher Ed Social Media Managers

The challenges of managing social media in higher education are often underestimated by people in leadership, leaving these talented, always-on professionals facing often overwhelming responsibilities while being under-resourced and undervalued. On top of that are the known mental health impacts of spending significant time on social platforms. As a result, social media managers often struggle with mental health issues that can impact both their personal and professional lives. In this episode, Jaime talks with Allie Kuenzi, Social Media Director at UNC Charlotte, about her graduate research into the impact these roles have on the mental health of these practitioners. This episode will provide listeners with:

• Insights into why social media managers often struggle with mental health issues
• A better understanding of the scope and scale of the problem
• Ideas for leaders who want to better support their social media teams
• Tips for social media managers on raising their concerns to their leadership
• Ways higher ed can do better in this space overall

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What Makes Social Media in Higher Ed So Challenging?

Social media management in higher education is often dismissed as “just posting,” but Allie Kuenzi sheds light on the reality of the role—it’s an amalgamation of content creation, customer service, issues management, and even crisis communication. Allie describes how social media is often the first place crises emerge and gain traction, making it an always-on, high-stakes job. From the pressures of responding to public outrage to managing internal misunderstandings about the role, social media professionals in higher ed often face unique challenges that leave little room for mental rest.

Adding to the complexity, universities operate like small cities, with diverse stakeholders, departments, and communications priorities. Social media professionals must juggle it all—responding to transportation issues, student housing concerns, and institutional reputation management—making the job an intricate web of responsibilities that is difficult for outsiders to fully grasp.

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What Did Allie’s Research Reveal About Mental Health in the Profession?

Allie’s groundbreaking research, conducted as part of her master’s thesis, paints a stark picture: mental health struggles are widespread among higher ed social media managers. Her study, which surveyed members of the #HigherEdSocial community, revealed that many professionals experience symptoms of anxiety and depression, including fatigue, irritability, and sleep disturbances. These challenges are compounded by:

• Lack of Resources: Many teams are understaffed, with over 75% of survey participants working on teams of two or fewer people.
• Misunderstanding of the Role: Participants reported that leadership often undervalues or misunderstands their work, leading to inadequate support and recognition.
• Inability to Disconnect: The 24/7 nature of social media means that even “time off” is often interrupted by the need to monitor platforms or respond to crises.

The research also uncovered a troubling trend: many social media managers feel hesitant to bring up mental health concerns with their supervisors due to fear of stigma or being perceived as weak.

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What Can Supervisors and Institutions Do to Help?

The episode outlines actionable strategies for creating a more supportive environment for social media professionals.

1. Invest in Teams and Tools
   • Many social media managers are overwhelmed by workloads that far exceed the hours in a day. Institutions must invest in larger teams, cross-training staff, and tools like social media management platforms to reduce the burden.
   • Supervisors should recognize social media as a strategic function that requires dedicated staff, not just an add-on responsibility for other roles.
2. Model Mental Health Advocacy
   • Supervisors play a critical role in fostering a culture of care. This starts with modeling good mental health practices, like setting boundaries with work emails and taking time off.
   • Leaders should also create safe spaces for employees to discuss their challenges without fear of judgment.
3. Flexible Work Environments
   • Flexibility is key for roles that require constant digital engagement. Allowing employees to work remotely or design their schedules can alleviate stress and provide much-needed balance.
4. Encourage Peer Support and Networking
   • Groups like #HigherEdSocial are invaluable for connecting professionals, sharing resources, and fostering a sense of community. Supervisors should encourage their teams to participate in these networks.

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Why Is Retention So Critical?

One of the most sobering insights from the episode is the toll that these challenges take on retention. Many social media managers are considering leaving higher ed—or the profession entirely—due to burnout and lack of support. Allie emphasizes the loss this represents for institutions: social media professionals carry immense institutional knowledge, from understanding audience sentiment to navigating complex crises. When they leave, that knowledge is often irreplaceable.

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About Confessions of a Higher Ed CMO

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

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