Three weeks ago, almost two-thirds of the United Auto Workers’ members rejected a proposed contract with Fiat Chrysler. When members start voting Wednesday on a second proposal, the union hopes it will have made its case, this time through Twitter and Facebook.
Fifteen seconds on the United Auto Workers webpage solicits a pop-up ad. This one isn’t selling anything. It reads, ‘Stay up to date on everything UAW. Like us on Facebook.’
“Reaching those younger folks using these various social media outlets is going to be more important,” he said. “Those folks have a great interest in the contract.”
The UAW hired BerlinRosen, a public relations firm in New York, to put together the online strategy. Some UAW workers have already commented on the union’s Facebook page that they don’t like the idea of outsourcing. Louisville marketing professor David Faulds said it might be a waste of money.
“I would suggest to them to handle this internally,” he said. “And if they don’t have the appropriate people on their staff, well, it’s time to look at their staff.”
The auto industry isn’t the only one trying to tackle social media. Faulds said it’s about controlling the conversation with customers and employees, wherever that conversation is happening.
We’re here to help you navigate this changed world and economy.
Our mission at Marketplace is to raise the economic intelligence of the country. It’s a tough task, but it’s never been more important.
In the past year, we’ve seen record unemployment, stimulus bills, and reddit users influencing the stock market. Marketplace helps you understand it all, will fact-based, approachable, and unbiased reporting.
Generous support from listeners and readers is what powers our nonprofit news—and your donation today will help provide this essential service. For just $5/month, you can sustain independent journalism that keeps you and thousands of others informed.