New Labor Media's

International Association of Machinists and Aerospace Workers

Strengths:

• Modern, clean layout that is visually appealing.
• Very well written, no typos.
• Not overly cluttered.
• Eye-catching, rotating gear at the top of the page that is interactive.
• Creative use of union bug.
• Prominent placement of social networking links.
• High resolution graphics and text. No bumpy, rough text - very smooth.*
• Very professional-looking site.*

Weaknesses:

• The home page is too long. The reader shouldn't have to keep scrolling and scrolling to access content. While this is okay for secondary pages, the home page should not extend very much beyond the browser screen.*
• Much of the information posted on the home page can be moved to secondary pages, and some graphics could be smaller. Many unions feel compelled to post everything on the home page. Don't.
• The main categories across the top of the page - news, organize, headquarters, territories, members and MNPL - should be individual portals that focus on information designed for specific audiences. This makes it very easy for someone to find the content they're looking for quickly, with as few clicks as possible. Your visitors shouldn't have to work too hard to find what they need. 
• There should be obvious and individual portals for members, contractors, future members, news, and an "about us" that encompasses leadership profiles, locations, member organizations, mission statement, etc.
• Once a visitor digs a little deeper, there are several unfinished pages. Keep unfinished pages hidden!

Rating: 

Disclaimer:

Some of you might find it ironic that my own site does not necessarily reflect my own advice - and you're absolutely right. This site is a work in progress, and a free blog site has limited capabilities. You know the saying - Do as I say, not as I do! - NLM

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.