Internet organizing brings on the ground victory


Laptops might forever replace leaflets as the way people get the word out when they want to form unions at their workplaces.

A union organizing campaign at a can plant north of New York City finally succeeded this year after workers at the Anheuser-Busch InBev Metal Container Corporation in Newburgh had failed twice, in recent years, to form a union.

The workers at the plant attribute their victory to a totally new form of union organizing. It involved no leaflets, no T-shirts, no secret meetings in people's homes, no bosses singling out the individuals responsible for the organizing drive, no fear of talking among themselves on the shop floor and a company management unable to harass or fire a single worker.

Did the city of Newburgh pass its own private version of the Employee Free Choice Act in order for this to happen?


The organizers from Local 363 of the International Brotherhood of Electrical Workers decided to scuttle the traditional methods of organizing and set up a slick, anonymous website with a special blog for the 164 employees to debate, strategize, and ask questions. The website then served as the vehicle for the workers to come together and eventually win their battle.

Sam Fratto, the local's assistant business manager who served as lead organizer, filled the Peoples World in on the details:

"We responded to their call for help," Fratto said. "Previous attempts to organize with the Steelworkers and the Teamsters had failed. The told us how afraid they were to even talk to one another on the shop floor. Some remembered how the company retaliated against previous organizers, even firing some of them.

"So, we said, 'Okay, get us signed pledge cards and we're going to do something completely different this time. They got 100 out of 163 to sign, more than enough. We immediately set up an anonymous blog.

"It was basically a 24-hour-a-day union and campaign meeting. The workers got involved and it allowed people to weigh in with concerns and issues before and after their shifts. 2 a.m. in the morning, if they wanted to. Gone was the fear they had, like the last two times, to speak their minds."

Rick Lewis, a 20-year veteran at the plant who had been through the previous union election defeats, said, "the blog made the impossible possible."

He said that it didn't even matter when workers realized the company was monitoring the website. "What mattered was that workers felt comfortable coming forward with their ideas about how to build a better workplace."

The company tried to counter with its own website, but it lacked two-way communication and fell flat on its face, according to Fratto.

"The beauty of what we did," the organizer said, " is that the company couldn't stop it. They had their captive audience meetings. On the website, the workers had already discussed what they would do: go to the meetings and remain silent. They tried to get people to spill the beans about the campaign. But we had already planned our response on the website. The workers remained silent. And since nobody wore any T-shirts or carried any fliers or stickers - who could they put the pressure on? No one."

The blog started one night last June with a direct, dramatic posting: "Fellow Can Plant Workers: Follow Us Here. In these tough economic times, it is very stressful for every middle-class family when it comes to worrying about work or what will happen at work. It is less stressful when you work under a written contract. This election will be successful because it is being handled by the workers themselves - as a group."

Workers were anxious for union representation because InBev, the Belgian company that took over Anheuser-Busch in 2008, has been pushing for reductions in wages, benefits, for larger health care co-pays and for numerous other concessions.

Now that negotiations are underway, workers are continuing the website where they discuss issues such as overtime, disciplinary procedures, scheduling and medical leave.

"This site is great," said 22-year veteran Joe DeStefano. "There's been a significant improvement in company/worker relations since it started."

"We need a safe place away from work to share our thoughts," another worker wrote anonymously."

Image: An IBEW sticker sits atop the table used for contract negotiations. Courtesy of the workers' blog.

Post your comment

Comments are moderated. See guidelines here.


  • The online union members can always go a step further to engage those without access to internet and give them a voice online. Internet is already changing and organizing the way we live our lives whether one have access to it or not.

    Posted by Paul Web, 08/17/2011 12:03am (4 years ago)

  • Very interesting. I never considered the relative security and anonymity fetures of the internet being used this way but in retrospect it is a perfect application of the web's social networking capabilities. My only concern would be an over-reliance on the technology as a totally secure medium. Workers may say things they would never want attributed to themselves by the union or the management believing the anonymity of the internet to be infallible, however as history has shown even the most secure networks can be breached.

    Posted by Jim, 08/10/2011 3:28am (4 years ago)

  • your innovative thinking has paved a new way to organize!!!!!!!!!!!!

    Posted by frank sylvester , 01/13/2011 3:43pm (5 years ago)

  • Before the website was up over 60% of the workers had signed union authorization cards. That could not have happened without the initial worker-to-worker, face-to-face organizing.

    An organizing model where workers are afraid of being open about wanting the union leads to a service type of relationship with the union instead of one where the workers are being self-empowered.

    There are other issues that could be problematic. Assuming the company decided to fire someone because they thought that worker may be involved in organizing, that worker could not prove in a NLRB hearing that the company committed an Unfair Labor Practice.

    Indeed, the internet is a useful tool for organizing. The same goes for other means including local radio. However, if it hadn't been for the initial face-to-face organizing, the website wouldn't have even gone up.

    Posted by José A. Cruz, 01/13/2011 10:10am (5 years ago)

  • This is a great article. I also agree with Emile's comments. I have always thought that the internet would be used more for organizing in the future. In some ways we are already doing this but the organizing for a union is new for me since I had not heard of one doing it until today. It does give more freedom to talk away from the workplace. On the other hand we should not diminish the role of organizing at work which is also needed to develop other leadership skills necessary to the development of a strong union. Unions are built on ideas but they are also built on the sweat and tears of its members struggles.

    Posted by Richard Castro Jr., 01/13/2011 9:53am (5 years ago)

  • Very interesting story, but please let us not forget that there are large sections of the working class who do not have internet access or the means to use social networking. These include a disproportionate number of minority, new immigrant, and low income workers. With these workers, face to face contact is vital in organizing tasks. So I would take issue with the too categorical phrase about "laptops replacing leaflets"; it should be phrased in terms of supplementing leaflets, and definitely not replacing face to face relationships.

    Posted by Emile Schepers, 01/12/2011 6:42pm (5 years ago)

RSS feed for comments on this page | RSS feed for all comments