Tag: union management

Does your union leadership “get” digital?

Research undertaken in 2012 by pro-union academic Panos Panagiotopoulos found that globally, unions are increasingly viewing digital tools as essential to improving communications and member engagement. Over 61% of unions said that digital was considered a “priority” given budget and time constraints. Since then, it’s clear that the capabilities and benefits of digital tools (including web, email, […]

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Myths and misperceptions about marketing for unions

Marketing is still widely disparaged as a term in the union movement, and progressive organisations generally. Partly this is a skepticism born from shows like Mad Men and The Pitch, and partly it is a misunderstanding drawn from the popular perception that marketing is just opinion polling, focus groups and TV advertising. Despite this, every […]

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Should your union measure a Net Promoter Score?

Your union’s motivated and committed supporters — your activists, delegates and workplace leaders — are amongst your most important members. Most union leaders and organisers know anecdotally who these committed supporters are, but does your union have a systematic way to measure the levels of commitment and motivation amongst your members? I’ve written previously about […]

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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 […]

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