Unions21 – What now for e-collectivism?

By Tom Miller

Last night I went to a really interesting event at the NASUWT headquarters, run by trade union think tank, Unions21. The meeting concentrated on how unions could use the internet to get their message out and organise using new media, and what, if anything, could be learnt from the Obama campaign and the broader american experience in doing so. The speakers were Matthew McGregor, who worked on Obama’s campaign, as well as campaigns for Jon Cruddas and Ken Livingstone, Eric Lee of LabourStart fame, blogger John Wood of the TUC, and Simon Parry, from Prospect.

Matthew McGregor

-Makes the point that knowing about online tools is not a politicians job. They need to concentrate on getting the story right, not the printing press.

-He explains MyBo, and the features involved, for example fundraising software, networking facilities and blogs.

-He also shows how the software rates the effectiveness of people’s activism.

-He shows a video of an elderly activist talking about how much the involvement of young people enthuses him.

-He goes on to explain the role of the ‘fight the smears’ facility, in terms of using supporters to lobby journalists.

-He mentions the need to learn the organisational lessons around the world.

-He starts by praising accessibility; nobody needs contact details or passwords.

-He says hat parties don’t trust supporters enough to let them set up their own events.

-People are sceptical that any f these approaches can work in the UK. Ken’s campaign is cited as an example. Lots of people got involved. In particular there was a campaign to stop Porsche suing Ken.

-McGregor describes email as the foundation of online campaigning; everyone has one. He emphasises the importance of timely delivery and focussed content. He says the main political parties often email people about things which are essentially irrelevant, in language far too similar to press releases, and with too little in the way of links or interactivity.

-What exactly are we trying to get people to do?

-McGregor finishes by wondering what parties can do with so few people involved (Obama had a web team of 45 to manage one website).

Eric Lee

-Eric wonders why we think Obama is the whole issue. He thinks we neglect the work put in by Howard Dean, particularly by Joe Trippi.

-Before Obama took off, the common consenus was that John Edwards had the best web operation. But he had far too many social networks, many of which were obscure, and many off-message bloggers, which the team took time to clean up after.

-He says that the best internet campaign was run by Republican Ron Paul, but he still lost. Lee also thinks that Unions will build good websites, but that employers will probably build better ones. We await the horrors of McDonald’ campaign against the Employee Free Choice Act.

-He quite rightly rubbishes virtual strikes. What do they achieve? He calls for real strikes and boycotts.

-‘Cool tools’ do not mean victory.

John Wood

-John describes the ongoing internationalisation of TU activism on the web, and how workers can join up with workers in other countries who work for the same firm.

-He describes the loneliness of the job of Union Rep, particularly bearing in mind that many workplaces have only one. He stresses on this basis the importance of giving them a place to consult each other.

-He shows us a ‘big map’ of Union activity, based on the site the TUC runs for shop stewards.

-He rounds off by asking attendees to join UnionBook.

Simon Parry, Prospect

-Simon is a new father. Congratulations Simon!

-Obviously the next thing to do is talk about union activism online.

-He says that accessibility and easy navigation are very important in running the prospect website.

-Prospect has an e-branch. Members get a special link to the site, which is run by activists. There is a forum, a news section, and an area for member information.

-There is an online library.

-The web lets reps know if members change their details online.

-Parry says that Unions need to adapt to programs being online.

-All the way through, he has stressed the importance of intranet systems and bulk emails to organising.

-Prospect also has a program for members which automatically signs them up to certain google alerts searches.