Performer Unions Use Electronic Innovations To Interact With Members

Performer Unions Use Electronic Innovations To Interact With Members By Frank Nestor February 9, 2012 Over the past few years, the American Federation of Television and Radio Artists, the Screen Actors Guild, and Actors' Equity Association have expanded the ways in which they communicate with their members. All use the social media websites Facebook, Twitter, and YouTube, as well as innovative technology, but in unique ways.Mobilizing Through Media "Everybody has a Facebook page, but not everybody knows how to utilize it," says Leslie Simmons, the assistant director of national communications for AFTRA. The union, particularly in the last year, used social media to help its members stay informed about, or participate in, various campaigns. For instance, during the Wisconsin and Ohio labor protests in early 2011, AFTRA posted information on its Facebook page about solidarity rallies all around the country. "Even if our members couldn't go to those two states, they could still participate and show their solidarity," she explains. The union used Twitter, Facebook, and YouTube to advertise several other initiatives last year, especially one for performers who act and dance in music videos. Members of the group called It's About Time have been attempting to secure a contract with major record labels, which would include fair and safe working conditions and contributions for their retirement. "They're young, energized performers and are so plugged into the social media universe; it's like a second language for them," says Simmons. AFTRA has worked with the group to give its campaign more exposure across the Web. According to Simmons, the group has been successful in garnering support from the dance and music video community: "They've had a lot of meetings to update people. A lot of times those meeting notices go out through social networking, and then they have 160 people attending a meeting." AFTRA has also been using gotomeeting.com to conduct webinars with its leaders and committee members without requiring everybody to come into the office. "We understand that our members have schedules that are very different than a nine-to-five, so if they are out on a set or on an audition, they can plug in through their smart phone and participate while waiting or on a break." Simmons adds, "We still have a lot of face-to-face interaction. That's still very important, because there is a little of a separation if you're just using social media. You have to have that one-on-one contact with people, as well, and try to find ways to integrate the two together." An Electronic Expansion "Utilizing technology increases the reach of our communications," says Pamela Greenwalt, SAG's communications executive director. "Electronic communications not only helps the union to be more efficient in a more environmentally friendly manner, it also provides more immediate communication and an easier avenue for feedback." The union regularly sends electronic-only invitations for national events, and members are responding actively, often filling them to capacity. Over the last few years, SAG has web-streamed many events, and according to Greenwalt, "thousands of members tune in at one timemany more than we would be able to host in a physical venue." The union recently partnered with the USO to raise funds for calling cards and digital communication service for American troops deployed overseas. "Less than 24 hours after we sent an e-blast to members, they responded with donations of more than $5,000," says Greenwalt. The campaign raised more than $15,000 for the USO over the holiday season, thanks to emails, Facebook, and Twitter."The entertainment industry is changing, and our aim isn't just to change with it but to help lead the way," says Greenwalt. One way SAG plans to accomplish this is through its online SAG Production Center, which allows producers to download forms and rate sheets as well as to sign agreements online. The center saves time and avoids large amounts of paperwork. Since its debut in June 2011, the production center has received more than 3,300 signatory applications from producers through its online tools. "Those who have used it have given the streamlined system rave reviews. Better still, they have generated a lot of positive word-of-mouth, sharing their experiences with other producers," says Greenwalt.SAG believes its online signatory application will help revolutionize the way unions work in the industry and plans to keep developing its capabilities. "We will continue to explore how we can expand its functionality, as well as engage our members using a variety of media in ways that don't just use technology for technology's sake but offer an effective means for empowering members," Greenwalt says.New Expectations "The changing face of technology has driven everything to be based in real time," says Doug Beebe, the national IT director at Actors' Equity Association. "There is a different expectation now. Someone used to say, 'I'll get back to you Monday morning,' but now it's 'I just sent you a message. Can you help me right now?' " Equity has been conscious of this shift to faster service and reached out to its members and staff to figure out areas to technologically improve. As a result, Actors' Equity will launch a revamp of its members-only portal some time this quarter. The union has been rebuilding its entire digital internal system and infrastructure to support the portal, which will contain and manage membership information. One of Equity's goals is to help its members communicate with the union in real time and allow people to update basic profile information rapidly and efficiently. In addition, Equity will open a new website for theatrical employers and producers. According to Beebe, the website will capture all production-related information that normally is transmitted through paper and email: "There's a lot of paperwork right now, and we're trying to streamline that into a portal that will tell us about the productions that these employers are working on quickly." Though many members of all three unions are adept with new technology, there may be some resistance from older industry professionals. Beebe acknowledges it may not be a smooth transition for everybody: "There are still letters being written in lieu of email, but I think that's sort of an act of attrition at this point. The challenge is that we do have to do a balancing act between the people who are embracing technology and those that either can't or won't." Beebe was not concerned over the possibility that some members may wish to use technology but may have difficulty with the new portal. "Our intent was that if we design it correctly, then it would not require any sort of tutorial," he says. Beebe believes that people tend to avoid help screens and often try to figure out how to use products on their own. Even though the portal will not be launched for several months, Beebe is already thinking about the future. He says, "I would call this sort of like a phase one. The portal is never a finished product. It's a living, breathing, moving, changing thing." Performer Unions Use Electronic Innovations To Interact With Members By Frank Nestor February 9, 2012 Over the past few years, the American Federation of Television and Radio Artists, the Screen Actors Guild, and Actors' Equity Association have expanded the ways in which they communicate with their members. All use the social media websites Facebook, Twitter, and YouTube, as well as innovative technology, but in unique ways.Mobilizing Through Media "Everybody has a Facebook page, but not everybody knows how to utilize it," says Leslie Simmons, the assistant director of national communications for AFTRA. The union, particularly in the last year, used social media to help its members stay informed about, or participate in, various campaigns. For instance, during the Wisconsin and Ohio labor protests in early 2011, AFTRA posted information on its Facebook page about solidarity rallies all around the country. "Even if our members couldn't go to those two states, they could still participate and show their solidarity," she explains. The union used Twitter, Facebook, and YouTube to advertise several other initiatives last year, especially one for performers who act and dance in music videos. Members of the group called It's About Time have been attempting to secure a contract with major record labels, which would include fair and safe working conditions and contributions for their retirement. "They're young, energized performers and are so plugged into the social media universe; it's like a second language for them," says Simmons. AFTRA has worked with the group to give its campaign more exposure across the Web. According to Simmons, the group has been successful in garnering support from the dance and music video community: "They've had a lot of meetings to update people. A lot of times those meeting notices go out through social networking, and then they have 160 people attending a meeting." AFTRA has also been using gotomeeting.com to conduct webinars with its leaders and committee members without requiring everybody to come into the office. "We understand that our members have schedules that are very different than a nine-to-five, so if they are out on a set or on an audition, they can plug in through their smart phone and participate while waiting or on a break." Simmons adds, "We still have a lot of face-to-face interaction. That's still very important, because there is a little of a separation if you're just using social media. You have to have that one-on-one contact with people, as well, and try to find ways to integrate the two together." An Electronic Expansion "Utilizing technology increases the reach of our communications," says Pamela Greenwalt, SAG's communications executive director. "Electronic communications not only helps the union to be more efficient in a more environmentally friendly manner, it also provides more immediate communication and an easier avenue for feedback." The union regularly sends electronic-only invitations for national events, and members are responding actively, often filling them to capacity. Over the last few years, SAG has web-streamed many events, and according to Greenwalt, "thousands of members tune in at one timemany more than we would be able to host in a physical venue." The union recently partnered with the USO to raise funds for calling cards and digital communication service for American troops deployed overseas. "Less than 24 hours after we sent an e-blast to members, they responded with donations of more than $5,000," says Greenwalt. The campaign raised more than $15,000 for the USO over the holiday season, thanks to emails, Facebook, and Twitter."The entertainment industry is changing, and our aim isn't just to change with it but to help lead the way," says Greenwalt. One way SAG plans to accomplish this is through its online SAG Production Center, which allows producers to download forms and rate sheets as well as to sign agreements online. The center saves time and avoids large amounts of paperwork. Since its debut in June 2011, the production center has received more than 3,300 signatory applications from producers through its online tools. "Those who have used it have given the streamlined system rave reviews. Better still, they have generated a lot of positive word-of-mouth, sharing their experiences with other producers," says Greenwalt.SAG believes its online signatory application will help revolutionize the way unions work in the industry and plans to keep developing its capabilities. "We will continue to explore how we can expand its functionality, as well as engage our members using a variety of media in ways that don't just use technology for technology's sake but offer an effective means for empowering members," Greenwalt says.New Expectations "The changing face of technology has driven everything to be based in real time," says Doug Beebe, the national IT director at Actors' Equity Association. "There is a different expectation now. Someone used to say, 'I'll get back to you Monday morning,' but now it's 'I just sent you a message. Can you help me right now?' " Equity has been conscious of this shift to faster service and reached out to its members and staff to figure out areas to technologically improve. As a result, Actors' Equity will launch a revamp of its members-only portal some time this quarter. The union has been rebuilding its entire digital internal system and infrastructure to support the portal, which will contain and manage membership information. One of Equity's goals is to help its members communicate with the union in real time and allow people to update basic profile information rapidly and efficiently. In addition, Equity will open a new website for theatrical employers and producers. According to Beebe, the website will capture all production-related information that normally is transmitted through paper and email: "There's a lot of paperwork right now, and we're trying to streamline that into a portal that will tell us about the productions that these employers are working on quickly." Though many members of all three unions are adept with new technology, there may be some resistance from older industry professionals. Beebe acknowledges it may not be a smooth transition for everybody: "There are still letters being written in lieu of email, but I think that's sort of an act of attrition at this point. The challenge is that we do have to do a balancing act between the people who are embracing technology and those that either can't or won't." Beebe was not concerned over the possibility that some members may wish to use technology but may have difficulty with the new portal. "Our intent was that if we design it correctly, then it would not require any sort of tutorial," he says. Beebe believes that people tend to avoid help screens and often try to figure out how to use products on their own. Even though the portal will not be launched for several months, Beebe is already thinking about the future. He says, "I would call this sort of like a phase one. The portal is never a finished product. It's a living, breathing, moving, changing thing."