About the Episode
Got a story to tell? An innovative idea to share? Fill out our guest nomination form and let's chat!
About the Episode:
In this energizing episode of Confessions of a Higher Ed Social Media Manager, host Jenny Li Fowler sits down with Chi Thukral, Content Creator and Social Media Strategist, to unpack the nuances of trust, creative freedom, and the realities of navigating approval processes in social media management. With real-world anecdotes, industry hot takes, and tactical advice, this conversation is a must-listen for anyone managing—or approving—social media content in higher ed. Learn how creative risk-taking, clear communication, and earned trust can radically improve your institution’s digital voice.
Key Takeaways
- Trust is currency in social media management—without it, nothing moves fast enough to matter.
- Approval processes should be streamlined—too many cooks kill creativity and content momentum.
- Creative freedom drives engagement—if you want your brand to be “like Duolingo,” you need to loosen the reins.
- Going viral isn’t a formula—but it’s almost never the result of a heavily edited, multi-approval post.
- Understanding trends means being in the feed—leaders must either be in the space or trust those who are.
- Assignments in job interviews? Only when necessary. Social media professionals with years of experience should be judged by their body of work—not unpaid labor.
Episode Summary: Navigating Trust and Creative Freedom in Higher Ed Social Media
How did Chi Thukral get her start in social media?
Chi Thukral’s journey into social media wasn’t exactly planned—but it was inevitable. Starting at an experiential marketing agency right out of grad school, she became the default social media person simply because she was the youngest on the team. Her knack for content creation and digital trends made her the go-to for campaigns that needed an online push. While her early jobs weren’t strictly social media roles, they were always adjacent, setting the stage for a full-time focus later on.
In 2020, Chi officially stepped into her first social media manager role, turning a long-standing creative passion into a full-blown profession. It was a natural evolution—one driven by a deep love for storytelling, community-building, and brand strategy. Her progression mirrors that of many professionals in higher ed: falling into the work, but excelling because of intuition, experimentation, and passion.
Her path reveals a clear industry truth: we need more people in dedicated social roles. The social media landscape demands more than dabbling—it requires strategic, full-time thinkers who are empowered to act quickly and creatively.
What’s the ideal social media content approval process?
According to Chi, the ideal approval process is rooted in trust, efficiency, and flexibility. She’s been part of both lean teams and large corporate orgs, and her verdict is clear: when trust is high, content flows; when it's low, everything bottlenecks. Leaders who micromanage content rarely get the results they want. Why? Because the content becomes overworked, late to trend, and creatively diluted.
She shares how multi-layered approvals—especially those involving six or seven stakeholders—can stall momentum and kill a post's potential impact. Social media runs on timing, and the longer content sits in a feedback loop, the less relevant it becomes. A “perfect” post three days late won’t perform better than a good one posted in real-time.
The solution? Define a lean approval process, communicate clearly, and empower your social team to make calls. Trust your experts to be just that—experts.
Why is “trust as currency” so critical in creative teams?
Chi Thukral introduces one of the most powerful reframes in the episode: "Social media moves at the speed of trust." In other words, how fast your social team can operate—and innovate—is directly tied to how much leadership trusts them. If you’re constantly second-guessed or operating in fear of making a mistake, you won’t create bold or standout content.
Creative teams need room to fail safely. Chi explains how some of her most significant growth moments came from having the freedom to try something new—even when it didn’t work. Her leaders trusted the process, not just the result. And that trust ultimately led to outsized growth, both personally and professionally—growing a brand’s following by over half a million in just one year.
For higher ed marketers, this is a wake-up call. Want breakthrough engagement? Start by building a culture that values experimentation over perfection and encourages curiosity over caution.
Why do “Duolingo-style” ambitions fall flat in higher ed?
You’ve heard it before: “We want to be like Duolingo.” But as Chi points out, brands like Duolingo thrive because their teams are given creative freedom—not buried in approval chains or forced to tone down their voice. You can’t expect breakthrough content from a team that’s creatively handcuffed.
And no, this freedom doesn’t have to be all or nothing. Chi emphasizes that trust and creative leeway can be earned gradually. Start by giving your social media manager room to test smaller ideas. If they succeed, expand the trust. This iterative model allows your team to build confidence while proving value—without putting the brand at risk.
The end goal? Developing a digital personality that feels authentic, fresh, and native to the platform. That can only happen when the person behind the account is empowered to be bold, not just brand-safe.
How do you handle leadership resistance to social media experimentation?
Not every leader is going to immediately get a trend—or understand why it matters. Chi’s advice? Set the stage. Come to the table with context: show them examples, explain the cultural moment, and lay out a timeline. For fast-moving trends, the window is small—often just 6–8 hours. Presenting that sense of urgency can help decision-makers act quickly.
And when all else fails? Use a little competitive psychology. Chi suggests leveraging FOMO by saying, “Our competitors are doing this,” or “No one’s done this yet—let’s be first.” Framing experimentation as a strategic advantage can be the nudge hesitant stakeholders need.
Also important? Know when to let go. Not every idea will get greenlit, and that’s okay. New trends pop up daily. Don’t dwell—just keep it moving and stay ready for the next opportunity to show up and stand out.
About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
https://twitter.com/TheJennyLi
About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Higher Ed Pulse and Confessions of a Higher Ed CMO.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Attend the 2025 Engage Summit!
The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education.
Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.
👉🏻 Register now to secure your spot in Charlotte, NC, on June 24-25, 2025!
.svg)
.svg)
