Big Labor continues to improve at using social media for its purposes. This recent report (PDF) includes highlights of interviews with 23 organizers about how they use new social media tools and work-and-family issues in organizing campaigns, particularly with women and younger employees. At the February 13th “Organizing 2.0” conference held in New York City, the focus was on “Online Organizing.” The conference included: • Hands-on training on relevant software, case studies, and suggestions for best next steps. • How to move from having an online presence, to using it effectively to achieve mission goals. • What works best to win campaigns, serve members and drive up individual engagement. To see more detail about the material covered, review the registration form here. In New York, public unions that have typically spent millions in each election cycle for direct advertising, such as billboards, TV and radio, are launching a new strategy that focuses on social media instead. Direct confrontation with policies is tarnishing the union image, so the union is attempting to train people to take a grass-roots approach, using social media to build “social credibility.” Union leaders admit that the typical “winter ad wars” are costing them big time in both dollars (SEIU has dropped around $10 million each cycle) and public relations backlash.
