Industry Insight: Social Networks and Local Unions
A look at why local unions need to be communicating to their members on Facebook and Twitter
Over 2 Billion people log onto Facebook every day, making it the most used website on the internet. Another 328 Million people are active users on Twitter. Yet many unions have little to no presence on these sites, causing many union leaders to miss a prime opportunity to reach out to their members.
According to a study done by marketing influencer Mediakix, the average person spends 35 minutes a day on Facebook. That’s more time than they spend eating, grooming and socializing offline. While all unions hold social events, usually with food and beverages, many unions don’t speak to their members regularly on Facebook. Staff often feel they don’t have the technical know-how or time to produce good content. While the members want to know what is going on locally, from their elected union leaders, they are instead left to listen to the 30,000-foot message from the International. The reality is social networks are pretty easy. The same type of things that you post and like on your personal page, make good posts on your union’s page. You post a picture from your backyard barbecue on your personal page, why not post pictures from the local’s picnic on the union's page? Your members are craving information from their communities and with Facebook and Twitter, you can deliver the information that they want and need.
On social networks, multiple forms of communication can be used. You can post that awesome meme that LiUNA put out, write a contract update, or share a video. One UCOMM Media Group client, Long Island Teachers, used a video campaign to engage their members about the Value of Being Union. Friedrichs was being heard in the Supreme Court and many local teachers’ unions feared losing their members if the Supreme Court struck down fair share fees for public employee unions. UCOMM, along with local teachers’ unions, went to schools and filmed short videos about why they were glad to be union. These videos were then posted on Facebook. Teachers from across Long Island began responding to the posts, sharing them with their teacher friends and the larger pro-education public. These videos not only increased the morale of pro-union teachers but made the case to the larger public about the benefits of having a union educator in your child’s classroom.
With attacks on unions happening at all levels of government and the Supreme Court set to hear Janus, the new iteration of Friedrichs, now is the time to communicate with your members. No longer are communications just sending out a quarterly newsletter. At union communications firms like UCOMM Media Group, we take a full approach to your local union’s communications needs. We encourage clients to communicate the great work that they are doing regularly through professional looking emails, blast text messaging, mobile-friendly websites, and catchy social media posts. The goal is to constantly communicate the local’s message, whether they are checking their Gmail, reading their texts, or sharing cat memes on Facebook. To figure out how to communicate better, faster and stronger, contact UCOMM Media Group today.