WHEREAS:

            AFSCME has established itself as a leader in the use of digital media in the U.S. labor movement, using tools including online campaigns, an award-winning website, social networks, online video, mobile phone apps and more; and

WHEREAS:

            These digital media tools and AFSCME’s rapid response program, in which the union can produce and widely disseminate web content to get our message out, have become critical components of our union’s fight back efforts in states, counties and cities across the country; and

WHEREAS:

            Most AFSCME members own a cell phone, a third own smartphones and more than 41 percent are active users of Facebook, and these numbers are only likely to grow; and

WHEREAS:

            The traditional news cycle has been replaced by a 24-hour demand for information.  More members are using social media as a tool for both information and activism; and

WHEREAS:

            AFSCME continues to expand the use of mobile technology that allows us to send important text alerts and to patch AFSCME members directly through to their lawmakers via cell phones; and

WHEREAS:

            Online advertising is a cutting edge and cost effective vehicle for reaching members and the general public and getting our message out; and

WHEREAS:

            AFSCME recognizes the importance of maintaining updated contact lists for mobilization and all manner of union business; and

WHEREAS:

            AFSCME recognizes the importance of communicating, both traditionally and online, with our members who are not English speakers.

THEREFORE BE IT RESOLVED:

            AFSCME will continue to invest in digital media and video communications and technology; and

BE IT FURTHER RESOLVED:

            Communications plans for the union’s organizing, political and legislative campaigns should have a robust digital media component with accurate and comprehensive contact lists for member mobilization both online and offline; and

BE IT FURTHER RESOLVED:

            AFSCME will expand its digital media capacity through innovative tools such as smartphone and tablet apps, mobile-enabled websites, social media outreach, and online marketing, as well as enhanced in-house rapid response video capacity; and

BE IT FURTHER RESOLVED:

            AFSCME will increase its investment in targeted online advertising; and

BE IT FURTHER RESOLVED:

            AFSCME will expand its online presence in languages other than English; and

BE IT FINALLY RESOLVED:

            AFSCME International will partner with affiliates across the country to bring these tools and innovation to the local level and ensure that local leaders are trained in their use.