Union Site in the Spotlight for the Week of May 1, 2011

New Labor Media's

This week I have the pleasure of critiquing Transportation Workers Local 568, straight out of sunny Florida. They represent American Airlines workers out of Miami, Ft. Lauderdale and Tampa. The website was developed by Unionactive.com, with internet service provided by Unionactive.com's sister company, Unions-America.com.

If you've ever taken the time to notice what website designers are used by other unions, Unions-America.com is a commonly seen logo at the bottom right hand corner of many online labor union halls. This particular company has three very straightforward packages that are advertised on their website: basic, standard and advanced. Each level includes a one-time website set-up fee, along with a monthly maintenance fee for hosting the site. Be forewarned: Once the website is initially set-up, it is up to you to update and add content to it. It's very user friendly, but if you're expecting someone from Unionactive.com to do it for you (which I suspect they are willing to do), this would be an additional service with additional fees involved.

Now, let's review the website. My first impression was a good one. I like the heading, the graphics, the overview color scheme. It's very easy on the eyes. The three column layout works well and the graphics and fonts are high resolution within the two outside columns. I am very pleased to see that they have a members-only portal, event calendar AND a vote registration/congressional contact link. In addition, TWU Local 568 has prominently displayed links to its social media profiles on Facebook and Twitter. This site also appears to be kept up-to-date. If you want to show the world how relevant unions still are today, make sure your home page has current information. It doesn't help your case if the most recent article or headline is still advertising ticket sales for the upcoming 2008 Labor Day picnic bonanza. 

We've taken a look at the good features, now let's consider the not-so-good as well. First, the home page is a mile long. As I've mentioned in previous articles, don't feel like you have to throw everything up on the home page. The home page should not require scrolling to read articles. Think of it as the facade of a home. It's the first thing anyone sees. It is the first impression to the world. It might be the only part of the home most people see, so you want to keep it looking good! What would it start to look like if you starting planting annuals without pulling up the dead ones from last year first? No matter how pretty they are, people will only notice the dead ones and how unkept it looks. If you're like me and don't have the time or patience for keeping the front, back and side lawns impeccable, then keep the front looking ship-shape, and let the back yard go if necessary.  The same goes for websites! Don't let article after article build up. Keep the most recent article on it, and retire the others to a secondary page.

Second, if you look at the screen capture above, you can see I've made a few notes. The left-hand menu has too many options for visitors to choose from. Narrow the options down to broad categories on the home page, and then throw as many menu options on the secondary pages as your heart desires. For instance, all of the member-only pages that have their own menu buttons should be found in the members-only section of the site that requires sign-in. There should be one menu button on the home page for members-only pages, one "portal" if you will - not five different links requiring signing in to view the material. Also, I'm not a big fan of the first notice on the page being one that highlights web site access issues. It can be just as noticeable by being strategically placed in the right hand column, with simplified text to grab the attention of those who need that information.

I'm not advocating that the home page be perfect (think well manicured lawn) and the rest of the pages be a hot mess (as in the A&E show "Hoarders"), but if you have limited time and experience, make sure your first priority is a professional looking home page. Then slowly start chipping away at the others.

Just remember, keep web pages clean and neat, and easy to read! Don't overwhelm your visitors with content. Organize it well, and it will be easy for them to find what they want.

RATING:

New Labor Media's Website of the Week!

New Labor Media is adding a new weekly series that will highlight and critique the best - and worst - union websites. The intent is not to humiliate or embarrass any organization. This is a teaching tool that will help union leaders take a closer look at their own websites, and hopefully make needed changes if necessary. Each site will receive a star rating based on the following criteria:

Why is a website important for a labor union?

In this day and age, if you're not online, you don't exist to the people you want to communicate with. Like it or not, the vast majority of people in this country turn to the internet for practically everything. Examples:

1. An 18 year old high school senior (and future apprentice of the year) graduated in the top 20% of his class, but he can't go to college because he's raising his brothers. The first thing he'll do to find information about his post-secondary options? He will search job postings online. The first postings he'll choose? The ones that have website links rather than just phone numbers, because Generation Y doesn't call, they text and email. Will he contact you?
2. A reporter working on a story about an upcoming rally wants to get a few quotes from labor leaders to use. Her first step is to google the unions in the region to find contact information and perhaps usable information that is already online. Will your quote end up in the paper?
3. A moderately conservative mom is surfing the internet after the kids go to bed, catching up on her favorite blogs. Not knowing much about unions except what she hears about on Fox News, she stumbles upon a labor blog article about a local union's apprenticeship program and reads it. It opens her mind enough that she sends it to a few friends who are looking for jobs. Will it be your article that makes an impact?
4. A daughter brings home her new boyfriend to meet her parents, and his first impression upon them is a good one. He mentions that he's a journeyman with the local union. The father is suddenly skeptical and wants to find out more about this "boy" who is leering at his little girl. He goes online to look up the union to see if this guy is legit. Will he find your union's website filled with broken links and old updates, or one that's slick and easy to navigate? Will your union's website represent your member as well as he is representing you?
5. 50% of the members of a local union are habitually late in paying their dues because they have to go out of their way to pay them at the union hall.  This puts a financial strain on the union and forces an already overworked secretary to spend half of her time chasing down dues. Can your members pay for their dues online through your website for more timely and efficient results?

Your website is often the first impression you'll make on many people. Do you feel that it represents your union and its members well? Check back each week to learn some new ideas about how to make your website stand out.

The Wisconsin Protests: A Lesson in Union Communications

Take note of the date February 15, 2011. It is the day that the American labor movement finally awoke from a long coma, and it did so on the steps of the Wisconsin Capital this week.

Wisconsin Budget Repair Bill Protest from Matt Wisniewski on Vimeo.

Every union member in this country owes Governor Walker a huge thank you. If it weren't for his moronic short-sidedness and political greed, these protests would never have happened - but they desperately needed to. These protests are serving as the spark that sets labor's passion on fire again - a passion that has waxed and waned for far too long. Let's hope that Wisconsin's fire spreads from state to state, because the middle class has taken a serious beating, and something has to change.

There are some important lessons to glean from these events. There is a very strong force that has driven so many thousands of protesters to Madison from all over the country.  This has become a national focus, and it happened at the speed of light. The driving force behind it is none other than social media in various forms, and demonstrates the enormous power that this medium has. An estimated fifty to sixty thousand people showed up today, which never would have happened in less than a week by setting up phone banks and sending out email blasts. Word spread virally in large part due to Facebook, Twitter, YouTube and the like.  There is no denying the existence of a very strong online labor movement anymore, because it is (almost) singlehandedly fueling the events unfolding as we speak.

Labor leaders, please learn this lesson if you haven't already. Social media is creating a much greater level of solidarity and unity among those in the labor movement, which has been sorely lacking for decades. Union leaders and members are connecting with each other from one end of the country to the other, and coming together to support the cause. From Richard Trumka down to John Smith, a first year apprentice, and everyone in between - social media has created a new mechanism for connecting and communicating with labor folks from all walks of life, at all levels - and you and your labor organization needs to be an important part of it.

If your organization is dragging its heels because of aging leaders who barely use email, then take the initiative to recommend ways to get them involved. Oftentimes the fear of the unknown is far more stifling than the reality.  If they don't want to learn, if they don't want to encourage social media as a vital outreach tool for your local, then so be it - but at least you tried. Keep trying, stay involved - and one day you'll find that it's your turn to be the aging leader - but one that is tuned into the rank and file and national developments long before it hits the papers. It's far better (and sometimes easier) to lead others when you understand who they are, what they want, and what drives them as people.  

Conversely, you can't call them to action and expect an overwhelming response when they barely know who you are and you only connect with them personally a couple of times a year, at a union meeting or Labor Day picnic.

Unions & Technology: A Marriage That MUST Happen

The following is an article written by Web Connectivity -Just for Unions.  They are creating fantastic websites and software - just for unions.  This article illustrates the point I continue to make through this website, and with their permission, have posted their words here for New Labor Media readers.  Thanks, Web Connectivity, for sharing this resource!

It’s not everyday we hear the two used in the same sentence; unions and technology. They aren’t exactly synonymous with each other! However, technology isn’t going away and it’s changing the way people get their information. The internet is pervasive; it’s in every part of our lives from paying bills to keeping up with friends to learning about issues that affect our lives.

What does your website say about who you are?
What’s it saying to the public? To your members? Like it or not, this is your public face. It frames the way you are perceived. When that 25 year old drives by the JATC and wonders what it is, how does he/she find more information about you? No, he does NOT go home and type a letter of inquiry on his typewriter and mail it to you!! He searches you on the internet. His world is dominated by the internet and tools such as Facebook. The messages he receives are dictated by technology. Does your website communicate with him? OR, does it reinforce misperceptions about unions? Does it look old and tattered? Does it present a compelling message for this person to want to learn more about your organization? Is the content up-to-date and relevant? Is there a secure sign-in for members to access? Can he follow you on Facebook? Twitter? Like it or not, this is your brand; it’s how you are seen by more people everyday than other form of exposure. It is your primary tool for communicating with the world.

And for the members of your local?
If the only reason they have a checkbook is so they can pay their dues, it might be time to consider simple things like online dues payment. Can your members login to a secure site to check the out-of-work list? Can they login and see a private calendar or documents that don’t need to be public? Can they modify their benefits? Check their grades? If you think about the volume of calls received at a typical local, how many could be eliminated if members could go online to get the information? Is it unrealistic to offer your members basic features that are available on virtually every other site they use? In today’s world it’s simply a part of doing business.

Oh but wait, your members don’t use the internet??? Though unlikely, it’s possible – much like it was possible that some people didn’t have a television in their home 60 years ago. Adoption rates are much different today than they were 60 years ago. It took television 13 years to reach 50 million viewers. It took the internet 4 years to reach 50 million users. Facebook added over 50 million new users in just January and February of 2010. Google has over 620 million daily visitors. Today’s technology is developing rapidly and the rates of adoption are far faster than for any other medium we have witnessed.

But MORE IMPORTANTLY, what about the FUTURE of Labor?
It’s conceivable your members aren’t quite there yet but it’s hard to argue that without reaching the under 30 population, labor will continue to dwindle. How does this population communicate? Barack Obama captured 66% of voters age 18-30. He has over 8 million ‘friends’ on Facebook and is still one of the top 6 most followed on Twitter. His campaign heavily leveraged YouTube and virtually any other ‘new media’ they could find. To communicate with this audience Labor must change the way it thinks and the tools it uses. Hand bills and post cards will remain UNREAD. And if you’re mailing this audience something, it better say ‘Pay to the order of’ or it will not get opened – ever.

The tools available to us as Labor are vast and can be confusing. Walk before you run. Your website is the foundation for your communication. Like it or not, it is your lifeline; the single most valuable communication tool available to your organization. Get a website that you can easily update with new content (photos, articles, links, videos, etc.). Make sure your site offers members the ability to login and manage/see their information. When members can login, they’ll continue to come back to the site which gives you the opportunity to better communicate with them. And, as more members begin using the site, you’ll see a significant decrease in phone calls and window visits. Huh, a service to them and a benefit to you; sounds like a great combination!

Labor has to change the way it communicates.
Websites, search engines, Facebook, Twitter, email, etc. – these aren’t trendy fads that will soon go away. In fact, these tools are redefining communication. 500 million Facebook users aren’t a goof. Over 90% of internet sessions begin with a search engine inquiry; 85% of the time via Google. It’s time to leverage these tools; not just for the sake of your members but for the future of Labor itself.


For more information about websites and communication strategies, contact Web Connectivity. We are an IBEW Signatory Contractor and proud union members. Our goal is to help our clients figure out which tools are best for their goals. We work with hundreds of locals across the country to help them interact with their membership from the Business Office to the Training Center to Benefits Administration – and many areas beyond. We stand firmly on the side of Labor and are here to support in any way we can.

The Top Ten List of Reasons Why Unions Aren't Using Social Media

I am continually surprised at the answers I typically get when I ask local union leaders the follow question:

“Do you maintain an email list of all of your members, and use it to blast emails out to the entire membership for organizing efforts, get-out-the-vote campaigns, newsletters, announcements, etc?” 

The answer in every instance has been: No.

The excuses:

“I don’t know, we just don’t.”   At least they’re honest.

“No, we set up phone banks or we do a mass mailing.”  Now this is what I call running a tight ship.  Let’s spend valuable staff time on the phone calling people, particularly when most don’t even answer their phones anymore.  Mass mailings are even more absurd.  On one hand, you can spend several hundred, if not thousands of dollars (and union dues) on postage for a mass mail out.  On the other hand, you can blast an email out for – free.  Where is the logic here?

“We tried, but our older members often don’t have an email address, or they don’t want to give it out.”  Well, then you simply won’t have an email address for them.  Do you let that stop you from gathering everyone else’s?  Here’s a suggestion. Ask for it when a new member fills out paperwork, right next to address and phone number.  I noticed last week that an IBEW local had it on their application, but they admitted that the don’t require it.  Make it mandatory.  The large majority of new members and apprentices will have an email address.  They probably have a Facebook and/or Twitter account as well, which is why you, my friend (and I say this with great respect and admiration) are missing the boat, stuck in the past and putting your local on life support in the not-to-distant future, if it isn’t already.  This may surprise a few people, but email is old school.  It’s slowly losing ground to the Facebooks and Twitters of the world.  My point?  If you’re not even doing mass email blasts yet, you’re very far behind the eight ball and have some serious catching up to do. 

Social media is not a fad, folks.  It’s here to stay, and every expert will tell you that it has forever changed – significantly changed – the way we communicate in this country and around the world.  The labor movement needs to get their collective social media act together pronto if we want to take a step towards establishing relevancy to our corporate partners, those we currently have relationships with, and those with which we want to.

If you’re still skeptical, consider this:

• Almost 45% of Americans have a Facebook account. This equals 128,936,800 U.S. residents.   
• The top three age groups utilizing Facebook combined represent the ages of 18-44, making up 66% of Facebook users.

Do you have one for your organization?  You or someone on staff should establish one, if you haven’t already. You’re missing out on a very vital communication strategy to reach your members and potential ones as well.  We’ll breakdown a few of the most popular social networking sites in the next few posts, to highlight the ways you can use these mediums to further your local’s goals.  You might just be surprised at all of the ways you can use it to benefit your organization.  Social networking isn’t just about “What are you doing?” status updates anymore. 

I’d like to take a moment to acknowledge a few cold, hard realities of our labor movement right now, particularly on the local level.  Yes, these are generalizations, so these won’t apply to all of you (we do have a number of rogue, progressive locals out there among us), but they will apply to many more locals than they should.

The Top 10 List of Reasons Why Unions Aren’t Using Social Media

1. Local unions are often led by older leaders who are steadfast in their unwavering dedication to upholding traditions of the past.  The local is structured and managed in much the same way it was 20 or 30 years ago.
2. Work is down, membership is down, dues are down.  Not enough younger members are moving up the ranks fast enough to help influence or encourage change.
3. Labor leaders consider themselves technologically savvy if they have an email address and/or an iPhone and use it to read their emails. While this is a good starting point, there is much more to learn.
4. Labor leaders consider their local to be “progressive” if they have a website (even if it hasn’t changed in five years or more and still has an announcement on the homepage about the “upcoming” Labor Day picnic back in 2006).  Your international’s site doesn’t count.
5. Labor leaders think that Facebook and Twitter are for “kids” and a fad.
6. Local leaders don’t trust the internet and are afraid of putting their local’s information out in a very public way.
7. Labor leaders who are not experienced in using the internet and/or social networking may feel threatened by those who do. 
8. Those who aren’t familiar or comfortable with social media and networking assume that it would be cost-prohibitive.  Operating funds are tight these days, so “playing” on the internet isn’t worth the imagined cost.
9. Internationals aren’t pushing social networking down to the local level.  International leaders, listen up!  It isn’t good enough to be incorporating social networking on just your level.
10. No one has taken the time to show them how. 

Internationals, you have to give your locals the tools necessary to utilize it.  The next time you host a conference, convention or workshop for your local leaders and staff, add a Social Networking 101 break out session to the mix.  When you have all of your international training directors and instructors in town for a train-the-trainer conference, add Social Networking 101 to the agenda.  You have to teach them how to do it and give them enough support and exposure to it so that they’ll be more comfortable with the topic.  Show them examples of successful initiatives.  Show them what you’re doing. Put them in a classroom that is set up with laptops, and walk them through the process, step by step, of setting up a social networking profile.  Explain the differences in social networking sites.  Help them start to add friends and followers.  Most importantly, ensure that there is someone on your International’s staff that is dedicated to social media and can provide guidance and assistance to locals when they need it – training, troubleshooting, encouragement and referrals to other labor organizations that are doing well with it.

Our leaders are masters of their trades - plumbers, electricians, laborers, teachers, cooks, painters, operating engineers, nurses, government workers, miners, steel workers, sheet metal workers and pilots.  They are writers, musicians, bricklayers, carpenters, instrument technicians, actors, barbers, shipbuilders, insulation workers, embalmers, millwrights and fitters.  The list goes on and on.

What our leaders are not are public relations experts – nor should they be.  We are notorious for not telling our story in a proactive way, because we are always playing defense.  But given the current economic climate in this country, and a steadily declining percentage of the marketplace, they better become experts – and fast – and it’s up to the Internationals to see that they do.  Social media and networking are tools for combating the negative reputation labor unions have carried on their backs for decades, true or not.  They are very important tools that we cannot afford to ignore any longer.