#5114. Understanding trade union usage of social media: A case study of the Public and Commercial Services union on Facebook and Twitter

July 2026publication date
Proposal available till 18-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Human Factors and Ergonomics;
Strategy and Management;
Management of Technology and Innovation;
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Abstract:
This paper provides the first cross-platform examination of trade union social media posts, focussing on the online content of the Public and Commercial Services (PCS) union. Data scraped from the unions Facebook posts (n = 282) were compared with data obtained from the unions Twitter account (n = 1554) to investigate the extent to which social media reflects a unions identity and utilises the language of mobilisation theory to engage with their audience. Across a six-month period (July–December 20XX), findings demonstrated PCS behaved in an interactive manner on social media, avoiding the pitfalls of a ‘bulletin board’ approach through using the language of mobilisation theory. However, content was engaged with users to different extents depending upon which platform the content was posted. Findings also suggest that social media posts can reflect a version of union identity.
Keywords:
Facebook; Internet; mobilisation theory; social media; trade union; Twitter; union

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