Strengthening Our Voice: A Plan for Union Social Media

Our union’s social media presence is not where it needs to be—and that’s a missed opportunity.

Platforms like LinkedIn, Facebook, X (Twitter), and Instagram are not interchangeable. Each one serves a different purpose, reaches a different audience, and requires its own approach. Right now, we have accounts under our name, but we are not using them strategically or consistently to reflect who we are as a union.

Take Instagram as an example. In 2025, there were only 27 posts on an account representing over 12,000 members. That’s not just low—it’s ineffective. A social media presence at that level does little to engage our own membership, let alone show non-union workers who we are and what we stand for. If we want to organize, grow, and build pride, we need to show up consistently and authentically online.

Turning Existing Content Into Engagement

We are already creating valuable content through our newsletter, News and Views. Much of that material could—and should—be adapted for social media. Articles, updates, and member stories can be broken down into posts, graphics, and short videos that create ongoing dialogue with members.

Right now, even when content is posted, comments are often turned off. That sends a clear message: communication is one-way, top-down, with no room for the rank and file to respond. That approach isolates members and discourages engagement. Social media should be a two-way conversation. Allowing comments, responding to questions, and acknowledging feedback builds trust and strengthens our internal culture.

Responsiveness is key. When members take the time to comment or ask questions, they expect to be heard. Engaging with them publicly shows that leadership is listening and values their input. That’s how you build credibility and community.

A Platform-by-Platform Strategy

To improve, we need to understand how each platform can serve the union:

Facebook

Facebook is ideal for community building. It’s where we can highlight member achievements, celebrate milestones, and recognize contributions. Whether it’s years of service, job site accomplishments, or personal successes, showcasing our members strengthens solidarity and shows potential members that this is a union that values its people.

Instagram

Instagram is visual and immediate. It’s perfect for photos from job sites, short videos, and behind-the-scenes looks at union life. Live streaming events—rallies, meetings, or community actions—can bring members into the moment, even if they can’t attend in person. Features like Stories and Reels can keep content frequent and engaging without needing full-scale production.

X (Twitter)

X is best used for real-time updates and quick engagement. Polls can be a powerful tool here, allowing members to weigh in on priorities, negotiations, or initiatives. This not only gives leadership valuable feedback but also makes members feel like active participants in decision-making.

LinkedIn

LinkedIn serves a more professional audience. It’s where we can highlight industry leadership, training programs, partnerships, and the value of union labour. This platform is especially useful for shaping public perception and reinforcing the professionalism of our membership.

Building a System That Works

This can’t be left to chance or treated as an afterthought. I will advocate for a dedicated role—whether a representative or organizer—to work alongside the Business Manager and committees to coordinate and streamline content.

Committees should be empowered and trained to contribute. Whether it’s event photos, updates, or member stories, we need a system that captures what’s already happening across our union and brings it forward in a consistent way. Right now, too much falls through the cracks—and that’s why our presence feels so limited.

A structured content plan, clear responsibilities, and basic training in social media best practices would go a long way toward fixing this.

Why This Matters

Social media is not just about posting—it’s about connection. It’s about telling our story, showing our value, and building a stronger sense of belonging among members.

If we do this right, we won’t just have better platforms—we’ll have a more engaged membership, a stronger public image, and a more effective organizing tool.

Our stories are our voice. And it’s time that voice carried further.