via: http://alexwhite.org/2009/08/why-unions-should-embrace-social-media/?utm_sour…

The new social media is a very powerful thing. It allows unions to have intimate, personal conversations with hundreds, if not thousands of members, potential members and supporters.

No longer are unions reliant on the old forms of media (news papers, television, radio), or on face-to-face conversations between organisers and workers. Social media allows for unmediated communication and dialogue across vast distances, and at any time of the day or night. Unions can now campaign globally, raise awareness of issues locally or build support from non-traditional regions or geographic areas.

Unions can utilise very powerful and flexible social networking tools, but like any organising and campaign tool, they must be used properly. Tools such as Facebook and Twitter should not be just an afterthought. A union cannot just set up a Twitter account, make one or two “tweets”, and then expect hundreds of its members to start “following”.

Like any endeavour, the effective use of social networking requires practice, and trial-and-error. Consumers of social media (union members, potential members and supporters) can interact with corporate and commercial users that have a high standard of professionalism. If a union is going to start using social media, it must be prepared to invest time and (human) resources to do so properly.