Social Media Content Producer Chloe Yopp has been a vital member of the University of North Carolina at Chapel Hill School of Social Work community since arriving in 2023, helping to amplify the stories of students, faculty, staff and alumni.
We spoke with Yopp to learn more about the ways she’s strengthened the School of Social Work’s social media presence, the key metrics she’s identified and more.
What are the key areas of metrics where you’re seeing the School’s presence felt more than ever online?
I think one of the most impactful metrics is our competitor comparison on LinkedIn. When looking at UNC School of Social Work’s LinkedIn page compared to the other Top 10 schools of social work in the U.S. over the past year, our school is in the top five for new followers, number of posts and total engagements. This shows the impact we are having across the LinkedIn platform, and that the work our School does matters to people. All of our Instagram metrics have also been incredibly impressive, with the total reach of our page up 288% in the past year, and profile visits up 172%. By reaching larger audiences we are able to share our content more broadly and gain interest from new users.
What is the most popular Instagram post you’ve had this year, and why do you think that is?
This year, we were lucky enough to collaborate with the University communications team during Social Work Month. The School of Social Work hosted a Social Work Month appreciation lunch that included food, fellowship and Carolina blue polos for our students, staff and faculty. Thanks to the help of my colleagues Chris Hilburn-Trenkle and Barbara Wiedemann, we were able to pull some of the attendees aside to capture video content asking what social work means to them. These clips were combined together to create an Instagram video that was posted not only on our social platforms, but on the University’s Instagram page as well. This collaboration allowed us to reach over 19,000 accounts, with 97% of those accounts being new users to our page, which was a huge success.
I know that one of the key elements of our social media presence is being able to repurpose content. What are your strategies for doing so?
Our communications team is always writing and creating original content for our website, while also receiving notice of work worthy of promotion from the School community. While posting timely content is one of the keys to social media, it can also be helpful to recycle that content when it fits into a larger conversation. For example, while I may post about a faculty member’s research on mental health when it is first published, I can then repurpose that content to fit into the larger conversation at the University level and nationally during Mental Health Awareness Month in May. Overall, the most important focus for our content is to feature a varied group of individuals and projects. I strive to feature a mix of students, research impact, faculty, staff stories, the practicum program, alumni and events on our platforms whenever I can because I want our social media platforms to accurately reflect the School of Social Work community.
How have you seen the growth of the School’s presence on LinkedIn, Twitter, Instagram and Facebook since you got here in January 2023?
Through consistently posting on each platform, engaging with others’ content and reposting content the School is tagged in, our platforms have seen a steady growth over the past 18 months. The School of Social Work has gained 875 followers on LinkedIn, 267 followers on Facebook and 479 followers on Instagram in the past year. We have also increased our impressions and engagement by at least 150% on all three of those platforms. Because of the algorithms that social media platforms operate by currently, posts that are receiving higher engagement are pushed to a wider audience by the platform. This means increasing the School’s presence on social media and posting content that relates to our audiences is the key for the continued growth and reach of our pages.
You can follow the School of Social Work here: Twitter | Facebook | LinkedIn | Instagram
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