By The Union Strong App Staff
In an age where communication and attention are fractured, many unions have turned to social media platforms like Facebook, Instagram, and X (formerly Twitter) as one of the primary ways to stay in touch with their members. The logic seems sound: that’s where people already are. It’s quick, it’s accessible, and it’s free.
But that decision may be doing more harm than good.
The reality is that while social media can serve a purpose, it is fundamentally misaligned with the mission, values, and goals of organized labor. In fact, continuing to rely on corporate-owned platforms may be one of the most overlooked vulnerabilities in union communication today.
It’s time for union leaders to ask a critical question. Why are we sending our members to platforms that work against us?
The Platforms Are Watching and Profiting
Even when unions use private Facebook groups or closed Instagram accounts, the content isn’t truly private. These platforms are designed to track, analyze, and mine user data, including everything you post, share, and comment on.
That means organizing updates, rally information, negotiation strategies, and internal education materials—things unions often need to keep within the house—are being hosted and processed by platforms owned by corporations that have no interest in protecting labor. In fact, many of these same companies are actively hostile to organized workers.
Let’s be real, when you post on social media, it’s not just your members who see it. Those platforms are also tracking and analyzing everything that gets shared. It’s not just an overstatement, it's the business model. Their platforms are built to harvest attention and turn every interaction into data. That data is then used to sell ads, influence behavior, and prioritize content that boosts engagement, not solidarity.
Competing Against the Noise
When unions post an important update on Facebook, it doesn’t show up in a clean inbox, a direct notification or on a notice board. It appears between a political meme, a viral video, and a friend’s vacation photo. And whether union leaders like it or not, their messages are constantly fighting for attention against a firehose of distractions.
Even worse, those messages are surrounded by content that often directly contradicts union values—anti-labor narratives, misinformation, even content seeded by organizations actively working to weaken collective bargaining power.
You may be communicating, but you're doing it on someone else's terms, in a space that profits from disorganization and outrage.
Unions Need to Control the Channel, Not Just the Message
The labor movement has always been about building power collectively. That power comes not just from the message, but from how, when, and where information is shared.
This is why more unions are beginning to adopt purpose-built, private platforms like the Union Strong App. Instead of pushing members to public social networks, they're creating secure, branded spaces where communication is direct, focused, and fully under their control.
With tools like push notifications, segmented messaging, and a private digital environment, unions can:
· Deliver time-sensitive updates immediately
· Share internal documents and contracts securely
· Organize without outside interference
· Reinforce solidarity in a space that reflects their identity
These platforms do not replace organizing; they amplify it. And they help unions step away from dependence on platforms that do not serve them.
Use Social Strategically but Don’t Solely Rely on It
To be clear, social media still has a role. Public platforms are valuable for visibility, public narrative-building, and awareness. But they should not be the home base for internal communication.
Instead, unions should use social media as a funnel to bring members into a space that is private, secure, and aligned with the union’s mission. If your members are following you on Instagram or Facebook, great. Use that relationship to say: “We have something better for you. Join us in the app.”
The Cost of Inaction
The risks of continuing to rely on public platforms are mounting. Disengagement, confusion, disinformation, and missed opportunities are already costing unions influence. And perhaps more importantly, they’re costing unions trust—the sense that leadership is connected, strategic, and speaking directly to its people.
The labor movement doesn’t need to shout louder on social media. It needs to communicate smarter, on its own terms, in its own voice, in its own space.
Take Control of the Conversation
If you're a union leader looking for a better way to reach your members, now is the time to act. A private, branded communication platform isn't just a tech upgrade; it's a statement of independence and a strategic move toward long-term power.
Union Strong can be the support pillar your organization needs. Contact us today to learn more about how we help you amplify your message to your members today.