As reported on the IATSE, Local #8 Facebook page repeatedly since September, 13, 2013, IATSE, LU#8 has begun an area standards picket towards the recently purchased Prince Movie Theater on Chestnut St., near Broad Street, Philadelphia.
IATSE, LU#8 is particularly well versed at utilizing social media to effectively deliver its message to members, politicians and local media. In Philadelphia, it is my opinion that they are one of the most prolific and successful labor organization’s at deploying this technology on their campaigns.
While mounting an earlier representation campaign, election and negotiating an initial contract at the Suzanne Roberts Theatre, social media was used to organize protesters for on-site demonstrations and weekend demonstrations at board members homes. One residential demonstration ended in a board member’s house guest engaging protesters aggressively. In some cases, board member’s names, along with their contact information and that of their personal businesses, were regularly posted on social media outlets for protesters to contact. One board member resigned their seat during the campaign as potential conflicts of interest were being publically vetted through social media.
In the Electric Factory campaign, social media was utilized for months to garner support for on-site protesters. Additionally, it was utilized to forward upcoming band’s websites and related social media sites to protesters so their messages could be forwarded quickly, efficiently and effectively. In one case, a band was successful in having the Electric Factory recognize the union’s “standards” for that show. In another case, social media was used to call for more protesters and even pizza as a potential conflict simmered at the site.
What’s next for the Prince Theater you ask? Social media has already been used to communicate labor’s message with media, politicians and other members. Daily updates from the protests are usually updated including pictures of the giant, inflatable rat. In a recent request by the new theater owners for public funding through the widely utilized state Redevelopment Assistance Capital Program, (RACP), social media was utilized to communicate to politicians and others that “billionaires” should not receive this support. “Taxpayers paid 10 million to fund a losing proposition. Now a billionaire is looking for 3 million more to renovate. 13 million and the wage rates of stagehands are being undermined. The public has to know. This was and will be a bad deal for everyone. “
Given the past successes and lessons learned by IATSE, LU#8 in implementing a successful social media campaign as an integral part of an overall organizing campaign, management had better be taking notes and start taking this seriously. You can bet that other labor organizations in the city are watching. “In the words of one of my former board member clients, “what are they going to do, kill me with a Twitter Tweet?” My belief is that they can in the right circumstances and or situations.
Want to know more about social media campaigns by labor organizations against your company? Contact Wayne Gregory at Gregory Management & Consulting Services, the only recognized leader in Philadelphia Labor & Industry Relations, wegregory@gregorymcs.com.