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Social media management · Work-study

ATD Quart Monde

Building everything, almost from scratch.

Client
ATD Fourth World
Context
Work-study
Scope
4 channels · 3 languages
Duration
2 years

For two years, as part of a work-study programme, ummni. ran community management for ATD Fourth World International, an anti-poverty NGO: a trilingual editorial strategy across four social networks, +307% Facebook views and up to 50 people trained per session.

The problem

A team without the means to modernise.

When I arrived, almost everything had to be built. The goal: become known among young people, rejuvenate the audience and raise its awareness of a unique cause - with no budget or existing structure to achieve it.

The road was full of doubts and obstacles, for an evolution that kept growing and remained encouraging.

The strategy

Trilingual, cross-channel and responsible.

A strategy deployed on Instagram, Facebook, Twitter/X and Bluesky, in French, English and Spanish - each platform with its own codes and constraints.

One issue ran through the whole project: addressing the ethical questions raised by these platforms, in an organisation whose values demand particular vigilance on the subject.

The scope

Five jobs in a single role.

  • 3 languages

    Strategy & management

    Think before posting

    • Trilingual editorial strategy
    • Cross-channel planning
    • Coordination with the website
    • Ongoing monitoring

  • 4 channels

    Creation & production

    Produce and publish

    • Content creation
    • Scheduling & publishing
    • Continuous adaptation to algorithms
    • Live stream transcription (OBS, Zoom)

  • 50 people

    Community & training

    Engage and pass on

    • Community engagement
    • Running the Agora internal space
    • Training local teams in quarterly sessions
    • Up to 50 people trained in one session

The results

Two accounts, a momentum that changes scale.

Facebook views
+307%
Total views
211,963
Interactions
10,655
Followers (FB+IG)
731

31,302 Instagram views (×38 vs Year 1)

Compared with 815 views in Year 1. On Instagram - where the 18-30 audience is - this account is where the goal of rejuvenating the audience was directly achieved.

Figures taken from native Meta Business Suite exports, compared at the same life stage (months 1 to 12 since each account was created) rather than by calendar month.

Lessons learned

Building a strategy is not the same as sustaining it.

This role required thinking (strategy, planning) as much as doing (content, editing, engagement) - and starting again every quarter to pass on what I had just learned.