Which unions are the most influential in social media in 2014?

by / Wednesday, 26 November 2014 / Published in Blog
Trade Union

Since 2012, I’ve carried out annual research to find out which TUC-affiliated unions are the most influential on social media. It’s been a year since the last review, and so I’ve updated the metrics to see what’s changed. This provides unions with an opportunity to monitor their progress over the last 12 months (see the results for 2012 and 2013).

I’ve used Twitter for the analysis, as it’s the arguably the key social media platform for unions, and also the most open for analysis.

The two main services for measuring the influence of a Twitter account are Kred and Klout. They both have a different approach, so I’ve taken an average score weighted equally between these two services. Both services look at indicators such as the growth in followers, retweets and the amount of ‘favourited’ tweets, etc.

Union Username Klout (out of 100) Kred influence (out of 1000) Average (out of 100) Notes
1 (1) Unite @unitetheunion 84 953 89.65
2 (2) UNISON @unisontweets 66 932 79.6
3 (3) PCS @pcs_union 65 924 78.7
4 (4) PFA @pfa 62 925 77.25
5 (5) Equity @EquityUK 66 859 75.95
6 (7) FBU @fbunational 65 Privacy settings do not allow Kred access Estimated position based on Klout score
7 (7) NUT @NUTonline 62 Privacy settings do not allow Kred access Estimated position based on Klout score
8 (6) UCU @ucu 61 869 73.95
9 (13) Chartered Society of Physiotherapy @thecsp 61 842 72.6
10 (10) NUJ @NUJofficial 61 827 71.85
11 (15) RMT @RMTunion 57 848 70.9
12 (17) BECTU @bectu 60 799 69.95
13 (16) BDA @BrDieteticAssoc 59 798 69.4
14 (12) Musicians’ Union @WeAreTheMU 58 798 68.9
15 (18) ATL @ATLUnion 60 777 68.85
16 (10) NASUWT @NASUWT 55 799 67.45
17 (14) The Writers’ Guild of Great Britain @TheWritersGuild 55 783 66.65  Tied for 17th place.
17 (20) BALPA @BALPApilots 59 743 66.65  Tied for 17th place.
19 (30) Society of Radiographers @SCoRMembers 56 771 66.55
20 (19) BFAWU @IanBFAWU 54 786 66.3
21 (9) CWU @CWUnews 53 792 66.1
22 (31) USDAW @UsdawUnion 55 768 65.9
23 (21) GMB @GMB_union 53 783 65.65  Tied for 23rd place.
23 (25) TSSA @TSSAunion 53 783 65.65  Tied for 23rd place.
25 (-) NAHT @NAHTnews 53 756 64.3
26 (23) Prospect @ProspectUnion 51 770 64
27 (22) Community @CommunityUnion 51 765 63.75
28 (26) AFA CWA @afa_cwa 54 728 63.4
29 (24) ASLEF @ASLEFunion 50 757 62.85
30 (27) NAPO @Napo_News 48 765 62.25
31 (30) Nautilus Intl @nautilusint 50 732 61.6
32 (40) UCATT @UCATTunion 50 726 61.3
33 (28) EIS @EISUnion 47 749 60.95
34 (32) Society of Chiropodists and Podiatrists @SCP_PodiatryUK 47 694 58.2
35 (34) FDA @FDA_union 46 684 57.2
36 (33) Accord @GedNichols 43 694 56.2  Closest to an official account.
37 (35) UCAC @AthrawonCymru 43 669 54.95
38 (36) AEP @katefallonaep 38 615 49.75  Closest to an official account.
39 (37) BIOS @BIOS59799033 35 641 49.55
40 (38) Unity @UnityUnion 24 618 42.9
41 (39) NACO @NACOtradeunion 28 558 41.9
42 (43) NGSU @TimPoil 22 350 28.5  Closest to an official account.
43 (42) NASS @NASSnewsinfo 15 387 26.85
44 (-) Aegis @aegisunionlearn 17 311 24.05  Closest to an official account.
45 (-) URTU @URTUonline 0 (Not used recently enough to score) 449 22.45
Advance No Twitter account
BACM-TEAM No Twitter account
BSU No Twitter account
HCSA No Twitter account
NACODS No Twitter account
NUM No Twitter account
POA No Twitter account
SURGE No Twitter account
OURS No Twitter account
YISA No Twitter account

Sources: Klout.com & Kred.com, November 5th 2014.

There hasn’t been much change at the top, with all of the top 5 still holding the same positions as last year. Unite score the highest again, followed by UNISON, PCS, PFA and Equity.

The FBU, NUT, UCU, Chartered Society of Physiotherapy and NUJ make up the rest of the ten most influential unions on Twitter.

Biggest risers

Union Positions moved up
Society of Radiographers 11
USDAW 9
UCATT 8
BECTU 5
Chartered Society of Physiotherapy, RMT 4

The biggest risers this year are the Society of Radiographers, moving up 11 places to 19th. USDAW moved up 9 places to 22nd while UCATT went up 8 places to 32nd.

The CWU suffers the largest fall, going down 12 places to 21st. The NASUWT fall 6 places to 16th and ASLEF, Community and EIS each fall 5 places.

The NAHT are a new entry in the list, having recently become TUC-affiliated, and they come in at 25th.

Biggest falls

Union Positions moved down
CWU 12
NASUWT 6
ASLEF, Community, EIS 5

Last year there was a general increase in the metrics all-round. This seems less obvious this time. Also, no new accounts have been opened up in the last 12 months. This would suggest the way unions are using Twitter is maturing, with most accounts now being updated frequently.

Unions are often criticised for not using technology well, but in general these metrics are impressive. Maybe it’s because of the nature of the technology, but Twitter is something unions do actually do very well. Unite’s score in particular is impressive.

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3 Responses to “Which unions are the most influential in social media in 2014?”

  1. James says : Reply

    Hi Simon,

    As always your measure of Trade Union Social Media influence is greatly anticipated for 2015. Just wondering why Twitter is used as the only metric and not Facebook/You Tube? Feels a shame to waste our most recent reach of over 250,000K on Facebook 🙂

    https://www.facebook.com/BALPApilots/photos/a.543940792288376.146987.531463196869469/1177081765640939/?type=1&theater

    Thanks
    James

    • Simon Parry says : Reply

      Hi James

      A lot of the Facebook metrics are hidden due to the closed nature of the platform, where Twitter is open. YouTube could be interesting though, I’ll look into that.

      Very impressive reach on that post, great use of Facebook.

      Thanks,

      Simon

  2. James Sparks says : Reply

    Thanks Simon. Also can’t find whether Kred allows Facebook either. Kred site isn’t the most helpful.

    Keep up the good work. Looking forward to your 2015 stats!
    James

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