This is a PDF that includes online links to real-life examples of how Labor Unions and Associations can use Social Media effectively, along with what to watch out for. Enjoy and share widely!
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Social Media Tip Sheet for Labor Unions & Associations
1.
General
Social
Media
Tips
• Social
Media
is
about
LISTENING,
RESPONDING
and
ENGAGING.
• Social
Media
is
NOT
about
using
the
platform
as
a
bullhorn
to
shout
your
messages
to
the
masses.
• At
the
Minnesota
Nurses
Association
(MNA),
Social
Media
allows
our
members
to
easily
and
quickly
share
important
information,
flyers,
videos,
breaking
news
and
more
online.
• One
downside
to
Social
Media
is
the
leaking
of
information.
For
instance,
some
nurses
in
a
nurse
leadership
meeting
ignored
orders
to
not
share
the
strike
date
with
anyone
outside
the
room.
One
texted
the
date
to
a
fellow
nurse
in
the
bargaining
unit,
and
minutes
later
someone
had
posted
the
strike
date
on
their
Facebook
page.
From
there
it
spread
like
wildfire
online.
(Note:
This
type
of
thing
is
going
to
happen
whether
your
union
has
a
Social
Media
presence
or
not.
Members
will
take
discussions
about
the
union
and
related
issues
online
and
share
them,
so
you
might
as
well
be
doing
your
best
to
host
the
discussion
and
respond
to
concerns
quickly.)
• It
goes
without
saying
that
you
should
never
post
anything
on
your
Social
Media
channels
that
you
don’t
want
being
widely
known.
Employers,
reporters
and
others
will
monitor
your
Social
Media
channels
for
breaking
news
and
to
take
the
temperature
of
what
your
nurses
are
saying/feeling.
• The
MNA
Blog
enables
us
to
share
multimedia
content/updates
in
a
controlled
space
and
also
allows
comments/discussions
to
happen
as
a
result.
We
use
lots
of
photos
of
REAL
nurses
who
are
at
the
bargaining
table
and
put
the
Blog’s
content
into
their
own
words/voices.
We
have
LOTS
of
critics
on
our
Blog
in
the
comments,
and
while
we
do
delete
anyone
obscene
or
over-‐the-‐top,
we
do
post
and
respond
to
a
lot
of
the
critical
comments
as
a
way
of
demonstrating
transparency
and
allowing
an
open,
honest
discussion.
Facebook
Tips
• If
you
only
use
Facebook
and
Twitter
to
rebroadcast
and
recycle
your
press
releases
and
news
items
(think
of
the
bullhorn
concept),
you’ll
get
almost
ZERO
engagement.
• However
if
you
use
Facebook
to
ask
your
members
questions
(“How
is
staffing
at
your
hospital
this
month?”
or
“What
can
MNA
do
better
for
you
as
a
Union?”)
you’ll
get
people
engaged
and
talking.
You
then
need
to
respond
–
quickly
–
when
people
do
start
“talking”
to
you
online.
2. • Facebook
is
a
place
where
you
need
a
good
mix
of
funny/silly
postings
(“What
are
you
drinking
this
morning?”)
and
serious
items
(“We
need
you
to
show
up
at
the
Capitol
today
for
an
important
hearing.
Here’s
what’s
at
stake!”)
• MNA’s
Facebook
page
is
a
place
where
ALL
members
can
gather
to
feel
connected,
share
information
and
opinions
and
self-‐organize.
• Even
when
we
have
critics
of
the
union
on
Facebook,
our
nurses
and
MNA
leaders
engage
them
and
communicate
why
MNA
is
doing
what
it
is
doing.
We
try
and
resolve
a
concern,
offer
more
information,
etc.
These
conversations
are
critical
because
the
rest
of
the
online
“peanut
gallery”
is
watching
to
see
how
the
union
reacts
to
criticism.
Even
if
you
don’t
win
over
a
specific
critic,
you
can
satisfy
concerns
of
those
in
the
“peanut
gallery”
who
might
have
been
harboring
the
same
thoughts
but
were
afraid
to
speak
out
publicly.
• You
will
get
negative
comments
and
criticism
from
your
own
members
on
your
Facebook
page,
and
the
media
can
and
will
point
to
these
criticisms
to
try
and
show
nurses
are
not
all
on
the
same
page
with
a
particular
issue
or
dispute.
The
best
thing
you
can
do
is
heed
the
advice
from
the
previous
point
about
engaging
your
critics
in
a
respectful
way
and
trying
to
win
them
over.
• Nurses
do
NOT
want
to
feel
censored
or
controlled,
and
will
get
resentful
if
you
censor
their
Facebook
and/or
Blog
comments.
During
2010
metro
contract
negations,
some
MNA
nurses
started
their
own
“No
Strike
For
Nurses”
Blog
by
themselves.
They
began
posting
anti-‐MNA
and
anti-‐NNU
rhetoric
regularly.
The
media
picked
up
on
the
Blog
and
reported
on
it.
We
did
our
best
to
paint
the
group
for
what
it
truly
was
–
a
fringe
group
of
unhappy
nurses
who
hated
having
to
be
part
of
a
union
in
the
first
place.
Expect
to
see
more
of
this
from
employers
wanting
to
prop
up
and
give
voice
to
anti-‐union
members.
• Use
Facebook
to
gather
and
post
community
support
from
patients,
professional
athletes,
politicians
and
the
public.
You
members
will
eat
it
up!
• Use
Facebook
to
connect
with
patients
and
families
wanting
to
share
specific
unsafe
staffing
horror
stories.
Turn
around
and
pitch
those
stories
to
the
mainstream
media.
• Facebook
Ads
are
very
cost-‐efficient
and
effective
way
to
target
a
very
specific
audience/demographic
and
get
real
action
out
of
those
people
as
a
result.
Twitter
Tips
• Twitter
is
a
place
to
show
solidarity
and
support
by
“Mentioning”
and/or
“Retweeting”
messages
from
other
unions,
members,
journalists,
politicians
and
others.
People
LOVE
when
someone
“Mentions”
or
“Retweets”
them
on
Twitter.
• Use
www.Search.Twitter.com
to
“listen”
and
look
for
people
talking
about
you.
Search
for
your
organization’s
name
or
things
like
“unsafe
staffing.”
When
you
find
people
talking
about
it,
engage
them
–
respond
to
their
Tweets,
offer
advice,
solutions,
etc.
• Most
people
“follow”
an
individual
or
an
organization
on
Twitter
because
they
get
something
out
of
it.
What
value
do
your
Tweets
provide?
Great
links
to
content
your
audience
cares
about
and
can
use?
Discounts
or
deals
to
3. association
events
by
using
a
certain
code
only
found
on
Twitter
when
you
sign
up
for
the
next
convention?
• If
you
only
talk
about
yourself
and
use
Twitter
like
a
bullhorn,
people
will
quickly
un-‐follow
and
tune
you
out.
Grow
bigger
ears
–
listen
first,
then
engage,
and
ALWAYS
provide
something
helpful
or
supportive.
• Use
Twitter
to
follow
and
engage
with
the
journalists,
politicians
and
others
you
want
talking
about
your
organization.
YouTube
Tips
• YouTube
is
very
popular
with
our
union
members
because
we
can
do
“face
to
face”
video
messages
from
real
RNs.
This
helps
humanize
MNA
for
rank
and
file
members;
they
realize
it
is
their
peers
–
not
“union
bosses”
–
running
things.
• You
can
also
use
YouTube
videos
to
poke
the
employer
in
the
eye.
MNA
made
a
YouTube
video
that
pointed
out
how
one
hospital
proudly
used
Toyota’s
“Lean”
methods
to
do
more
with
less
RN
staff.
• YouTube
videos
can
be
a
great
way
to
share
celebrity
and
other
endorsements
of
your
members.
• Professional
video
production
is
nice,
but
not
always
necessary.
In
fact,
MNA’s
most
popular
and
widely
discussed
YouTube
video
was
one
shot
on
an
iPhone
that
captured
the
chaos
and
drama
of
employers
forcibly
locking
our
nurses
that
wanted
to
return
to
work
after
a
one-‐day
strike.
This
footage
was
used
over
and
over
in
the
mainstream
media
and
galvanized
our
nurses
in
their
anger
toward
the
employers.
Questions?
Feedback?
• E-‐mail
MNA’s
John
Nemo
at
john.nemo@mnnurses.org