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And while he highlighted some signs of unions reaching more people on platforms like TikTok, the union chief noted a stark fact: “Collectively, the trade union movement has fewer followers on X and Instagram than Nigel Farage on his own.”
“We directly represent five and a half million people, so we’ve got to get much better at using those social media platforms and talking directly to members and potential members,” the TUC head added.
Get on the Fedi!
The TUC should start a newspaper (online, presumably, but that's not the point) again, like the Daily Herald used to be, and do podcasts etc., as well as having a joined up social media strategy. There needs to be a worker-backed alternative to the corporate news and just the odd little co-op here and there doesn't cut it (great though those are).
While easy platforms to start on, unions driving more energy into social platforms oligarchs and governments own, can buy or control is not the greatest idea. The idea that follower counts are real, that "impressions" equal influence or even action are stretchers created by the marketing ideas that sold social media in the first place.