Union use of social media: a study of the University and College Union on Twitter
系统分析了英国大学与学院工会（UCU）的推特使用方式、范围和内容，发现其虽采用新技术但内容仍传统，未充分利用社交媒体的互动功能。
The importance of the I nternet to trade unionism has not gone unnoticed by academics, and while many have perceived the need for unions to engage in social media, there has not been any study of how unions use social media. This paper provides a systematic examination of union social media use in terms of method, scope and content. The U niversity and C ollege U nion ( UCU ) T witter account was used as a case study. Tweets ( n = 1,615) were collected over a four‐month period ( J anuary 1– A pril 30, 2014) from the official UCU account with followers ( n = 12,301) also categorised to determine who is listening. Findings are discussed with reference to earlier debates on union use of the I nternet. We find that while UCU has moved with technological developments by using T witter, the content of the union's messages remain in line with traditional union communication, and the engagement opportunities of social media are underutilised.