The decline in private sector unions in America is well documented, but some unions have bucked this trend, most notably the 2.1 million member Service Employees International Union. Its former president liked to say: "We use the power of persuasion first. If it doesn't work, we try the persuasion of power." The targets of SEIU's corporate campaigns find themselves on the defensive and, tied to traditional public responses, are often flummoxed by the intensity and thoroughness of the SEIU's efforts. There is, however, a new arrow in the quiver that can be used by firms that are being attacked in a corporate campaign. Social media offers an effective remedy, if used early, thoughtfully, and decisively. This book tells the story of one such counter-campaign, a story of how a blog held off the most powerful union in America. With a foreword by Professor David P. Boyd, D'Amore-McKim School of Business, Northeastern University.
"Supreme Court Justice Louis Brandeis said that 'Sunlight is said to be the best of disinfectants' and Paul's use of social media and his blog was just the disinfectant needed to show a curious public that SEIU's campaign against Beth Israel Deaconess was no public service, but a frequently outrageous effort at self-promotion and union organizing without having to do the actual hard work of persua
Kenneth C. Robbins, JD, President, Illinois Hospital Association (1983-2009)
"Just as we have seen Arab Spring erupt from chaos because of the use of new forms of social media, and Ai Weiwei thwart the Chinese government with his use of the internet to spread his freedom message, Paul Levy's effective use of the blogosphere to frame and advance his side of a union-management conflict illustrates how leaders can use social media effectively in a modern era of health care an
