About the Episode
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About the Episode:
Jenny Li Fowler sits down with Chelsey Holts, Director of Content Strategy at the University of North Carolina at Chapel Hill. Chelsey recounts her firsthand experience managing campus communications during not one—but two—active shooter incidents at UNC. This powerful conversation explores the evolving role of social media in emergency communications, the need for cross-functional collaboration, and how crisis preparedness can shape a content strategy that’s both compassionate and clear. If you're responsible for social media in higher ed, this is a must-listen.
Key Takeaways
- Create and Practice a Crisis Communications Plan: A detailed, tested internal crisis plan—complete with clearly defined roles—was vital to Chelsey’s team navigating high-stress moments with clarity.
- Social Media Must Have a Seat at the Table: Real-time insights from social media helped shape public messaging during both emergencies. Social managers need to be active participants in institutional emergency response teams.
- Overcommunication is Better Than Silence: Posting updates every 15 to 30 minutes—regardless of whether new info was available—helped ease public anxiety and counter misinformation.
- Timestamp Your Updates: Clearly indicating the time of each post ensured readers knew whether an alert was current or outdated, especially on algorithm-based platforms like Facebook and Instagram.
- Post-Incident Strategy Is Just as Important: Messaging doesn't end with an “all clear.” A thoughtful approach to tone, pacing, and mental health resources in the days following a crisis is essential.
- Wellness of Your Team Matters: Providing space for mental health breaks, checking in frequently, and distributing workloads helps ensure your team can bounce back sustainably.
Episode Summary
What happened at UNC in August 2023, and how did the communications team respond?
In late August 2023, UNC’s campus experienced an active shooter situation right after students returned for the new academic year. Chelsey and her team immediately activated a well-documented crisis plan. UNC’s emergency notification system, Alert Carolina, triggered campus sirens, text alerts, and auto-posts to Twitter and Facebook. But Instagram and other key platforms had to be handled manually by the social team. Chelsey was on a crisis response call alongside university leadership and law enforcement, enabling her team to push timely social content and combat misinformation. The lockdown lasted several hours, during which Chelsey’s team posted updates every 15–30 minutes, even when no new information was available—because silence fuels panic.
How did UNC manage communication inconsistencies between emergency teams and the social media plan?
A major friction point Chelsey highlighted was the gap between social’s internal crisis posting cadence and the pace of official police updates. Emergency management was hesitant to over-communicate if there wasn’t new information, while the social team pushed for regular reassurance posts. Chelsey worked to secure pre-approved boilerplate language like “No new updates. Remain in a safe location,” so her team could meet communication expectations without jeopardizing safety or bypassing official messaging. This compromise enabled a steady stream of information that helped maintain calm and reduce the spread of rumors.
What were the key changes made after the first shooting?
Just two weeks after the first incident, a second gun-related emergency occurred. Thanks to lessons from the first experience, the team was able to respond more efficiently and confidently. Key improvements included:
- Expanding coverage to new platforms like Threads as users shifted away from X (formerly Twitter)
- Adding visible timestamps to posts, including Instagram Stories and Facebook updates
- Updating older posts with “All Clear” notices to help users avoid outdated alerts circulating through social algorithms
How did the UNC communications team approach post-crisis messaging?
Chelsey emphasized that communications don’t end with the incident itself. After the first shooting, UNC paused scheduled content for over a week. They focused instead on sharing mental health resources and guiding campus partners on appropriate tone and timing. They also began working on educational campaigns centered around the “Run, Hide, Fight” emergency preparedness model, helping students and staff better understand how to respond in the future.
How did the team prioritize mental health during and after the crisis?
Chelsey and UNC's University Communications leadership were intentional about staff wellness. Team members were encouraged to take time off, swap roles, and rotate monitoring responsibilities to avoid burnout. In particular, Chelsey stepped in personally for monitoring shifts so newer staff wouldn’t be overwhelmed. They treated emotional recovery with the same seriousness as their communications strategy—because trauma affects everyone involved, even behind the scenes.
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.
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