Microblogging is like normal blogging (blog = web log), but shorter. Whereas there is no limit on the number of words in a normal blog article, microblogging typically will be limited to no more than 250-500 words. The most famous microblogging service is Twitter, but there are lots more, including Tumblr and Posterous.

A microblog could be useful for a union that doesn’t have time to maintain a fully fledged blog and a host of other social media tools. Microblogging can therefore be a social media bridge between blogging and Twitter.

Eric Lee from LabourStart has written about how Posterous (a microblogging site) can be used for union campaigns. Over at Alex White’s site, there are some other union microblogging suggestions for campaigns:

Posterous can thus be used for short updates on the union’s activities (or on a specific campaign’s activities). This shouldn’t be simply an automated list of media releases and emails. Rather, it should be made up of similar content that you would put on Twitter, Facebook or a blog: Quotes from members, photos from rallies or members meetings, short videos of speeches, or copies of campaign material (such as posters or leaflets).

So long as the microblog follows the Four Pillars of Social Networking, it can act as a replacement for maintaining separate Twitter and Facebook accounts.

The function of these apps varies, from being a news feed, to allowing users to put “badges” or signs on the profile page, to linking into the NFP’s website. I should note that I am distinguishing between Facebook apps versus Facebook pages, groups or profiles. Facebook apps take time and money to develop, whereas Facebook pages or profiles are free to establish. Their capabilities are also generally different (and I’m sure we’ll write about their uses later).

I’m only aware of a couple of unions that have a dedicated Facebook app – such as the Australian Workers Union app pictured above. This app seems to be similar to the Rights At Work app that simply puts a “badge” on a person’s Facebook profile.

An app that many unions use, including the NTEU, is the Causes app. This app is also used by many in the not-for-profit sector. It allows users to support a cause (such as ending landmine use, or the Our Universities Matter campaign), and also to donate.

Unfortunately, although millions of people use the Causes app, it has largely failed as a means for NFP to fundraise. There is also growing evidence, at least for the NFP sector, that specific Facebook apps do not experience wide-scale take up or usage.

I believe that this is probably the case for union-specific apps. The AWU app for example has less than 20 regular users. Similarly, the Rights at Work app has only 35 people using it.

Many unions, such as the union I work for, the NTEU, will have hundreds, or even thousands of members who use Facebook. It is definitely a useful communications platform (although I believe its organising potential is severely limited).

So, should unions invest in Facebook apps? Do you know of any other unions that have Facebook applications that regularly have hundreds or even thousands of users?

Leave a comment below.

Over at AlexWhite.org, there’s three more Twitter tips that union communications officers may find useful. The three pieces of advice are summed up as:

1. Watch out for spammers
2. Beware of your Follow:Follower ratio
3. Don’t just have a feed from your website’s RSS

What do you think? Do you have any other advice for unions using Twitter?

There are already a range of unions that “tweet”. Many union officials and union members are on Twitter. Labourstart uses Twitter extensively. There is even a union Twitter group.

US union communications site, “Communicate or Die”, gives some ideas for how unions can use Twitter:

1) Set up your website to receive incoming RSS feeds from the picket lines or other major events like conferences.
2) Labor leaders can twitter their daily activities to keep members apprised of what leadership is working on and fighting for.
3) If you don’t have time or staff to write quality blog posts, use twitter to keep the community up to date on the issues and concerns of your union.
4) Set up a bogus Twitter account using the name of a hated CEO or manager. Post entertaining items like “Don’t know why our workers are so upset at my salary. Don’t think they realize all the maintenance needed on 100 foot yachts.”
5) Post up the minute bargaining updates to the website right from the bargaining table.

What do you think? Waste of time or useful organising tool? Leave a comment below.