Technology

Facebook’s new changes will mean you need to pay to reach your fans

If you’ve noticed a drop in the organic reach of your union’s Facebook page posts, you’re not alone. The changes have been made on purpose by Facebook to make page owners use promoted posts to artificially increase their reach. In a statement to major advertising partners, Facebook said “We expect organic distribution of an individual page’s…

Best union and non-profit websites of 2013

For the past few years, I’ve written up an article listing what I think are some of the best union and non-profit websites from the previous 12 months (2010, 2011, 2012) This year we are seeing a large growth in unions and non-profits who are melding great design with powerful digital organising tools. The most…

Best practice digital optimisation from Greenpeace and Optimizely

Conversion is the most important digital metric your union should be focusing on. It simply means the proportion of visitors to a page on your website who take a specific action, such as giving you their email address, register to volunteer, signing a petition, joining the union, donating to a strike fund or similar. Optimisation…

Should your union advertise online?

Should unions advertise online? This question came up while I was travelling in the USA. How can your union determine whether it’s worth spending the time and money running ads, whether Google pay-per-click ads or those annoying banner ads you see everywhere? (There’s also growing use by unions of social media ads, especially promoted posts.) Unions…

Should “viral” be a goal for your union social campaign?

A few years ago, I remember regular requests for “viral” content for the union campaigns that my colleague and I ran. This was not only a mostly impossible task, but also misunderstands the utility of social media for unions. Very few worthwhile campaigns, videos or articles go “viral”. The job is so difficult that it…

Why your union cannot afford to ignore Google+ any more

I’ve long been scornful of Google+, but no longer. And your union cannot afford to ignore this much maligned social network either. Only a few unions are on Google+. Unions like the SEIU or peak bodies like the AFL-CIO are there, but even these are just empty shells that have not been updated in over…