Built Daffy's Organic Social Presence from Scratch to 7K Followers & 3.6M+ Impressions

As one of two people on Daffy's marketing team, I built and owned the organic social presence end to end, across X, LinkedIn, Instagram, TikTok, Facebook, YouTube, and later Threads, alongside broader marketing responsibilities. This spanned channel strategy, brand voice, editorial planning, content creation, publishing, community management, social listening, reporting, and optimization.

Day to day, I was writing the posts, filming and editing content, replying in the comments, and making the real-time calls that, over time, helped shape the voice and personality that defined how Daffy showed up across social and broader marketing.

Daffy sits at the intersection of personal finance and charitable giving, so I built the editorial strategy around four core pillars:

• ▸Product: Show the financial, charitable, and industry problems Daffy’s technology was built to solve.
• ▸Community: Highlight members, employees, and user-generated content.
• ▸Heartfelt Stories & Impact: Tell real stories about generosity and the impact members and nonprofits were having.
• ▸Financial Optimization: Provide practical guidance around personal finance, tax strategy, investing, and smarter ways to give.

I focused original content where each channel had the clearest role: Instagram for visual storytelling and humanizing the brand, LinkedIn for credibility and company, member, and nonprofit stories, X for timely fintech conversations, product news, and financial education, and YouTube for deeper education and more durable brand storytelling. TikTok, Facebook, and Threads supported the broader ecosystem, with investment shifting based on audience behavior and performance.

As the sole social owner, I prioritized quality over volume, concentrating effort on ideas, launches, cultural moments, and formats where Daffy had something genuinely useful or distinctive to contribute rather than posting simply to fill the calendar.

1. 1

   Plan the editorial calendar. I translated the four content pillars into weekly plans spanning product launches, campaigns, press, giving season, financial moments, company culture, nonprofit stories, holidays, and timely conversations.

2. 2

   Find opportunities through social listening. I built listening themes around causes, donor-advised funds, taxes, stock, crypto, giving trends, and Daffy to identify relevant conversations and emerging ideas.

3. 3

   Create the content. I developed concepts, wrote posts and threads, scripted, filmed, edited, appeared on camera, repurposed longer-form content, and partnered with design on graphics and carousels, adapting the format to the story and platform.

4. 4

   Publish and engage. I managed day-to-day publishing and community engagement across channels, responding to comments and mentions and participating in relevant conversations.

5. 5

   Review, learn, and adapt. I reviewed performance weekly and produced deeper quarterly readouts across engagement, reach, audience growth, traffic, topics, and formats, using those findings to decide what to repeat, refine, test, or stop.