The Task

Groundfloor was expanding from a company primarily associated with real estate investing into a broader private markets platform. Social media needed to communicate that evolution while supporting three distinct areas of the business: investing, lending and corporate.

My role was to build a more unified organic social and community strategy that could make complex financial topics easier to understand, strengthen trust with current and prospective investors, and give each part of the business a consistent but audience-specific presence.

The Idea

I developed an education-led social strategy organized around clear content pillars, including investor education, market insights, product and platform education, community trust, executive thought leadership, company culture and employee advocacy.

Rather than using social primarily for company announcements, I focused on giving each piece of content a defined audience, a single takeaway and a format designed for the platform. This allowed Groundfloor to explain private market opportunities in a way that felt accessible, relevant and informative without becoming overly technical or promotional.

The Channels

I managed and supported content across LinkedIn, Instagram, Facebook, X, YouTube and Reddit, adapting the approach for each platform.

LinkedIn focused on thought leadership, business updates and market commentary. Instagram prioritized visual education and short-form video. X delivered concise, timely insights. YouTube supported long-form and short-form video, while Reddit and Groundfloor’s investor communities provided a direct view into audience questions, concerns and sentiment.

Building Groundfloor’s Social Media and Community Strategy

My Role: Social Media & Community Manager

How It Worked

I owned the organic social process from planning through distribution. This included developing the editorial calendar, writing platform-specific copy, creating content briefs, directing carousels and short-form videos, coordinating reviews and approvals, publishing content and reporting on performance.

I worked closely with Product Marketing, PR, Creative, Web, Paid Media, Legal, Compliance, Investor Relations and company executives to translate business priorities into social content.

The work included investor education about note laddering, first liens, consumer credit and private credit; campaigns supporting the Music Royalties Portfolio and SMB Growth Fund; quarterly market outlooks; executive commentary; creator and influencer partnerships; employee storytelling; platform updates; and recognition from Inc., CNBC and other organizations.

Launching Groundfloor on Reddit

I created Groundfloor’s official Reddit account and developed the strategy for how the brand would participate in an existing investor-led community. The goal was not to use Reddit as another promotional channel, but to establish a transparent, helpful presence where investors could ask questions and receive clear answers directly from the company.

I monitored conversations to identify recurring questions and concerns, then collaborated with teams across Investor Relations, Product, Customer Support, Legal and Compliance to gather accurate information. From there, I translated complex or technical responses into Groundfloor’s social voice, ensuring they felt clear, human and appropriate for Reddit while still meeting internal and regulatory requirements.

I also introduced the official account to the community and developed educational posts addressing recurring topics such as defaults, repayment timelines, product differences and investment goals. Feedback from these conversations helped inform future social content, community responses and internal sentiment reporting.

Beyond the Stock Market

I also helped launch and develop the social distribution strategy for Beyond the Stock Market, Groundfloor’s podcast exploring private markets, alternative investments and the forces shaping the financial landscape.

My work included coordinating with guests and internal stakeholders, identifying the strongest moments from each episode, developing episode launch calendars, writing titles, hooks and captions, and transforming long-form conversations into short-form clips, carousels and supporting social content.

Each episode was adapted for YouTube, LinkedIn, Instagram and X, allowing one long-form conversation to become a broader content campaign. Topics included private credit, specialty finance, music royalties, consumer credit, market risk and the evolving role of banks and non-bank lenders.

The Results

From August 14, 2025 through August 13, 2026, Groundfloor’s social channels generated:

  • 37.46K total followers across measured channels, up 177%

  • 13.95K interactions, up 335%

  • 3.5K engagements, up 74%

  • 132.43K impressions, up 502%

  • 3.43K reactions, up 174%

  • 319 shares across social content

  • Instagram Reel engagements up 28,000%

  • Instagram photo and video engagements up 853%

These results reflected a more consistent, educational and platform-specific content strategy that helped Groundfloor strengthen its social presence while expanding the conversation beyond individual products.

Performance changes reflect the comparison period shown.