Trade unions and Facebook: the need to improve dialogue and expand networks

Abstract

This policy brief assesses the presence and the relationships brokered by trade union confederations through their online channels, in order to, first, find out who they are engaging with and, second, to consider whether these virtual connections have any implications for the wider discussion about union revitalisation. Based on an analysis of the Facebook pages of five confederations from Portugal, the United Kingdom (UK) and Brazil, this policy brief confirms that unions are maintaining a ‘one-way’ model of online communication and keeping their networks restricted to organisations within the labour movement, which in turn hinders their ability to engage meaningfully and to develop alliances with other people and organisations.