Social Media

I build social media that feels native to the feed. Not remotely done, not overly polished, and not like an ad disguised as a post. My approach centers community participation, strong voice, and collaboration to support fundraising and program goals while still earning attention organically. In an era of AI-generated copy, audiences quickly recognize posts that read like ads. Writing effective social media requires a creator who stays connected to the culture of each platform and understands its language.

Example of a social media graphic I designed highlighting conservation grants.

Social Media Video Content

Florida Coral Rescue Center

Florida Bonneted Bat Research

Yes, I have created viral posts. While virality is often a metric leadership and boards look for, it is not always the most meaningful measure of fundraising impact. Viral content captures attention quickly. Sustained engagement and donor trust are what drive results. That being said, I know how to make a post travel when the moment calls for it. Below are examples of my viral posts using memes or trending audio:

Invasive Species (104K views on Instagram)

Manatee Meme (69K views on TikTok)

Coral Bleaching Event (24.2K views on Instagram)

Campaign Case Study

Wildlife Linguistics is a social media content campaign I designed to explore how conservation organizations can connect with new audiences through truly organic, scrollable content on platforms like Instagram and TikTok. Instead of treating social media as a stream of advertisements, this campaign focuses on using video platforms as they are designed to be used, prioritizing content that feels native to the feed.

This campaign reflects my social media management philosophy that brands perform best when they participate as members of the online community rather than advertisers talking at an audience. Users have learned to scroll past content that only asks for something. By offering content that prioritizes connection over promotion, Wildlife Linguistics demonstrates how organic social media can build trust, awareness, and long term engagement on video driven platforms.

Florida Panther

Raccoon

Below is a selection of posts from an Instagram account I currently manage with 14.6K followers and growing. (Across platforms, I manage accounts with a combined audience of 45K followers.)
Not everyone grows up with access to the outdoors or someone to show them the way. Florida’s coastline has long been shaped by living reefs stretching for miles beneath the surface. #FlashbackFlorida to a time when coral formations teemed with marine life. A lot has changed since then. Our state has grown, our coastlines look different, and the places many of us remember aren’t quite the same. Here comes Peter Cottontail…or, at least, the eastern cottontail. 🐰 Mangroves and seagrass are disappearing in Jupiter Narrows and with them, the protection and habitat they provide. 🌴 Coral restoration is time sensitive and every extra hour out of the water can impact survival. Don’t be alarmed! It may look like something out of a horror movie, but this is completely normal. Step 1️⃣ Rebuild their homes Spring has officially sprung in Florida!