Social networking/media for ORGANIZERS

twitter.com/pamused

linkedin.com/in/pamkapoor

pamkapoor.ca

objectives of this session

THE MAIN THINGis to know more and feel more empowered about using social networking/media when we leave than when we arrived; identify as content “producers”

TO ACHIEVE THIS, WE WILL• re-cap what we know about organizing, social

networking/media, and open campaigning• discuss challenges, potential practical applications of social

media for unions• share skills, experiences, ideas• evaluate examples of what’s ‘out there’

content ahead

1. evolution of ‘organizing’2. social networking/media – who, what3. pros and cons4. practical applications of social media for

union locals, labour movement5. principles and components of a social media

campaign6. real-time review of real examples

1. the evolution of organizingQ: what comes to mind when you recall organizing back in the day?A: church basements, phone trees, leafleting, carbon paper, cigs ...

discussion item

what are some of the tactics and tools of a modern-day organizer?

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what/who is an organizer?

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2. social networking/media:who, what

who?• facebook has 400 million active users• 78% of the labour force (USA) is on facebook• internet users (USA) who visited a social networking

site in the 2nd quarter of ’09 rose 16% over 2008• women still lead males in use of social networking• most estimates say 70% of users are under 35

(at Dec 2009)

what is social networking (2.0)?

groupings and means of interaction for millions of individual internet users who want to:

- engage with others- gather/share info, news, content (multimedia), contacts - develop friendships, networks- expand networks

social media is the where and how of this

most popular social networking sites, in order: facebook, myspace, linkedin, twitter

on social networking/media

• total game changer, not flash-in-the-pan• even if you don’t understand it, don’t avoid it• impact on organizing and campaigning has been

undeniable (recent bump=obama factor)• represents infinite potential for our work, but

not a magic solution• for maximum, sustainable results – need to

integrate social media at org levelhttp://slideshare.net/pamused/5-issues-and-10-steps

3. pros and cons

pros• locate co-workers, potential

members, allies• facilitate mobilizing of

target networks• easy way to support and

empower members• no/low cost• real-time monitoring of

results• cheap advertising

cons• security - data theft, privacy,

predators, viruses, spam• resources – expertise,

capacity, commitment• ever-evolving, hard to keep

up

Discussion: what else?

5. practical applications of social media for union locals, labour movement

216,000 members!

union organizing in the digital agethe objective stays the same – persuade, unite, mobilize

• unions can make use of new media to employ same techniques• more ways to put relevant information in front of employees during an

organizing drive or advocacy campaignthen = bulletin board, leaflets, mainstreeting, meetings, mailingsnow = websites, intranet, social media, viral emails

• still a need for vigilance on regs and compliance to ensure appropriate (i.e. legal) tactics are employed so the drive/campaign cannot be challenged

• need to be cautious in terms of privacy issues – some newer communications techniques may be deemed intrusive by employers resisting unionization or even unsupportive co-workers

5. principles and components of a social media campaign

• strategy strategy strategy• understand who you want to engage, and why• listen and trust (members, supporters, public)• open your organization (open campaigning)• democratize access• give people something to believe in and to do• connect online with offline strategies

http://slideshare.net/pamused/presentation-to-wusc-nov09

6. real time review of real examples

“Our Nurses Matter” – BCNU http://facebook.com/OurNursesMatter

CUPE 3903 strike adshttp://youtube.com/watch?v=3-ynDLmRIA4&feature=related

“Tweet-in for Colombia” – CUPE/CoChttp://cupe.ca/global-justice/tweet-in-colombia-stop-free-trade

*your* work

sources“The Future of Organizations” – 2009, presentation to Web of Change by http://birocreative.com/“Social media and labor campaigns” – 2009, Lawson, Perkins, Friendhttp://jungle.ca/labornotes/“42% of Canadians are on Facebook” – 2009, Todd Lucierhttp://tourismkeys.ca/blog/2009/12/42-of-canadians-are-on-facebook/“Organizing in an electronic age” – 2006, Sean McGee for Nelligan O’Brien Paynehttp://nelligan.ca/e/pdf/Organizing_in_an_Electronic_Age_(SLM).pdf“Monitor. Engage. Organize.” – 2009, Phillip Smithhttp://slideshare.net/phillipadsmith/monitor-engage-organize