How Union Leaders Can Embrace Social Media to Amplify Their Message

Social media has become a powerful tool for organizations, corporations, and individuals to amplify their messages and engage with a broader audience. For unions, it’s a huge opportunity to reach out to workers across geographical, institutional, and demographic barriers and advocate for their rights like never before.

Why creating a strong online presence matters

In today’s world, everyone is online. As of 2024, well over half the global population uses the internet. Social media giant Facebook boasts more than 3 billion monthly active accounts, followed by YouTube with 2.5 billion users; the messaging service WhatsApp comes in at 2 billion monthly active users. The internet is an integral part of society’s infrastructure and it will continue to be for the foreseeable future.

For unions, establishing a robust online presence isn’t just about visibility; it’s also about meeting people where they are in a digital-first society that spends much of its time online. A strong online presence can help unions connect with members, attract new supporters, mobilize campaigns, and establish a community around shared values and goals.

Here are a few first steps unions can take to digitize their communities.

Establish official accounts. Leaders of local union chapters should begin by creating official accounts on major social media platforms. These accounts serve as the face of the union in the digital world and act as a central hub for information and engagement. Ensuring these accounts are verified, where possible, is helpful in building credibility and trust.

Use consistent branding across all platforms. Consistent branding — that is, using the same logos, color schemes, and messaging — across all social media platforms is an important element of building trust, capturing attention, and maintaining a strong, unified voice. The AFL-CIO, for example, has effectively coordinated its social media presence across multiple platforms.

Develop a content strategy. A thoughtful content strategy will help union leaders and volunteers maintain an engaging and engaged social media presence. A strong strategy should include regular updates, educational content, and member stories that resonate with the audience.

Let’s look at what makes for engaging content: storytelling, visuals, and regular interactions with your audience.

The importance of visuals and storytelling in online unionization efforts

Personal stories are incredibly powerful in humanizing the union movement and making it relatable. Highlighting union members and allowing them to share their experiences and stories across social media accounts can have a profound impact on mobilization efforts. The Fight for $15 campaign is a great example: This campaign shared workers’ video testimonials on YouTube and Twitter, humanizing the struggle for higher wages and ultimately garnering widespread support. These testimonials not only provided faces for the movement but also illustrated the real-world impact of the campaign on individuals’ lives.

In addition to video testimonials, unions can use other forms of visual storytelling. Infographics can be used to simplify and convey complex information about workers’ rights, benefits of union membership, and labor laws (and they are 30 times more likely to be read than a written article). The SEIU (Service Employees International Union) frequently uses infographics on Instagram to explain the benefits it has negotiated for its members. These visual aids are easily shareable and quickly communicate key messages to a wide audience.

Photographs can also be a powerful tool in storytelling. Sharing images of union members at work, participating in rallies, or engaging in community activities can build a strong visual narrative. The United Auto Workers (UAW) has used photo series on Facebook to showcase its members’ daily lives and the solidarity within its union. This approach engages current members while also appealing to potential members who can see themselves reflected in these stories.

Creating and promoting specific hashtags can further help drive public support and awareness and create cohesion among content. Hashtags make it easier for people to find and follow conversations related to union activities. For example, using hashtags like #UnionStrong or #FightFor15 can help unify posts across platforms and encourage broader participation in the conversation. The #RedForEd campaign, used by educators across the United States, united teachers and supporters in advocating for better pay and working conditions. Consistent use of hashtags can create a sense of unity and momentum that extends beyond the union’s immediate followers (and can garner significant media attention).

Engaging with your audience

In addition to consistently publishing valuable, human-centric content, interactivity is also important when building a strong online union community. Unions can use polls, Q&A sessions, and live streams to engage directly with their audiences. The American Federation of Teachers (AFT) regularly hosts live Q&A sessions on Facebook, where members can ask questions and get immediate responses from union leaders. Using polls on platforms like Twitter and Instagram Stories can also help unions gauge member opinions on issues like preferred negotiation tactics and priorities for upcoming campaigns. This engagement not only makes members feel heard but also helps union leaders make informed decisions based on collective input.

Live streams can be effective during events such as rallies, strikes, or meetings. By live streaming these events on platforms like Facebook or Instagram, unions can reach a wider audience and enable those who cannot attend in person to participate virtually. The Women’s March used live streams effectively during its events to keep participants updated and engaged in real time.

Unions can also use social media to highlight member achievements and recognize contributions, creating a positive and communal online atmosphere. Celebrating milestones, such as the anniversary of joining the union or individual member successes, strengthens the existing community and attracts potential members who see the union as a supportive and engaged organization.

It’s also important to note that being responsive to comments, questions, and messages is essential when using social media platforms. This responsiveness helps build trust, reputation, and a sense of community. When unions actively engage with their followers, it shows that they are listening and that they care about their members’ concerns and opinions.

Unionizing online helps change policies offline: what we do on the internet translates into our daily lives

If you’re a union leader looking to expand your message and connect with like-minded workers, consider using social media as a way to do so. Check out the AFL-CIO (American Federation of Labor and Congress of Industrial Organizations), SEIU (Service Employees International Union), UAW (United Auto Workers), and National Nurses United (NNU) as examples of unions that have built a strong presence across multiple social media platforms, including Twitter, Facebook, Instagram, and YouTube. These unions are nailing the consistent branding, regular updates, and engaging content that allow them to maintain a unified voice and reach people effectively. By following their lead and implementing these strategies, you can amplify your union’s message, engage with your members, and mobilize support for your causes.

Social media offers a unique opportunity to build a stronger, more connected community and drive positive change for workers everywhere. Don’t miss out on the potential of these digital platforms to enhance your union’s efforts and make a bigger impact.