Technology

The one digital & social media metric your union should care about

Here’s a quick question: what is the most important number for your union’s Facebook page, Twitter account or website? Take a few moments to consider the answer before you read on. If my experiences with a number of unions and non-profits is representative, I’m willing to bet that “traffic” or “page views” or “likes” or…

Avoid this catastrophic social media mistake

Forgive my hyperbolic heading, but hopefully this article will be worth it. All the union digital campaigning talk these days is about social media. But practical experience and lots of research from the non-profit sector and private sector shows old-fashioned email is still far more effective than social media in prompting members and supporters to action….

Six mistakes for your union to avoid when using social media

Social media campaigning is very popular with unions at the moment. A number of high profile, successful campaigns (both union and other civil society organisations) are driving this rise. On the whole, these campaigns are well-run, innovative, focused and (more or less) planned. Unfortunately, I’m also seeing some social media campaigns that are making some…

Are Facebook likes a vanity metric?

If you think pageviews, unique visitors, registered members, conversion rates, email-newsletter open rates, number of Twitter followers, or Facebook likes are important by themselves, you’re wrong. Vanity metrics are ones that look good, but fail the “so what?” test. For unions, it is important to invest resources and effort into meaningful and impactful directions. There…

Four things unions should know about mobile

If your mobile communications and transactions aren’t on your union’s radar, hopefully this blog post will help convince you to raise it as a priority. Here’s some statistics to help emphasise why: Currently 10% of all worldwide Internet traffic is done through mobile browsing. That is a 162% increase since 2010 (Pingdom). 36% of all…

Should unions invest (more) in mobile advertising?

Smart phones in Industrialised nations are becoming ubiquitous, not only when people are “on the go” but as secondary screens when viewing television or consuming other media (like the radio or reading newspapers). This multiscreen behaviour not only means that unions should urgently ensure their websites are mobile and tablet friendly, but new research from…