Beyond the Picket Line: Adapting Strike Strategies in the Digital Age

In the past, union strikes often centered around visible picket lines at the workplace gates – a show of solidarity and a means to physically disrupt business. But 20 years ago is a world apart from today. With the rise of the internet, social media, and a globally connected population, the tactics that worked in 2005 need a serious update for 2025. A simple picket line is no longer enough on its own. We as unionists must adapt our strategies to amplify our message, rally broader support, and be ready for the next big strike. This article explores how the landscape has changed, why we need new methods, and how unions – including examples from the 2023 federal public service strike – can step up our game in the digital era.

The Changing Landscape of Strikes

Strikes today don’t look like they used to. The workforce and communication channels have transformed dramatically. Two decades ago, most workers shared a common workplace and the internet was just gaining footing. Today, many workers are remote or spread across multiple locations, and nearly everyone is connected online. As Ken Green, CEO/Founder of UnionTrack Inc., put it, “strikes today don’t look like they used to” because workers no longer all occupy the same physical workspace¹. For example, during the 2023 federal public service strike in Canada, thousands of employees were teleworkers, hired during the pandemic and never tied to a single office. “It isn’t 1991,” noted former senior public servant Michael Wernick during that strike – back then picket lines could physically block entrances, but “remote work was unheard of in those days. It’s 2023… new territory for the employer and it’s new territory for the unions”². In short, the context and logistics of striking have evolved into uncharted territory.

At the same time, the way people communicate and consume information has been revolutionized by social media. In the late 90s and early 2000s, unions relied on press conferences, print media, and word-of-mouth to spread their message. Now, unions can broadcast messages instantly and globally at the click of a button. Livestreamed announcements, viral tweets, and Facebook updates can reach members and the public directly, without needing a single reporter to show up³. In fact, many union activists emphasize that the picket line has moved online. Social media isn’t just a side tool – it’s a large part of the union’s arsenal. This connected world means a local labour dispute can become national or even global news overnight if it strikes a chord on the internet.

Why a Physical Picket Line Alone Is Not Enough

A traditional picket line remains a powerful symbol of worker solidarity, but by itself it has limitations in the modern era. Visibility is key: a picket in front of one workplace might be seen by only those who pass by. If many employees work remotely or the company’s operations are dispersed, a lone picket line can’t effectively disrupt work or draw enough attention. We saw this with the 2023 federal strike – with 155,000 workers spread across a vast country, simply gathering at one office would not have made the same impact. The strike had to be coordinated at dozens of sites and online to match its scope⁴.

Moreover, winning a strike often means winning the battle of public opinion. Employers and governments pay attention when the public is on the workers’ side. Twenty years ago, getting public support meant hoping for news coverage or holding town halls. Now, unions can (and must) speak directly to the public through social platforms. Researchers have found that unions deliberately use social media to “influence public opinion on strikes”, sharing workers’ personal stories and updates to sway community sentiment⁵. If we rely solely on marching with signs on the sidewalk, we miss the huge audience online that could be reading about why our cause is just. A picket line on the street needs to be amplified by a “picket line” on the web.

Another challenge today is countering misinformation and controlling the narrative. Employers may quickly push their side of the story out via press releases or even their own social media. If unions aren’t active online, misinformation can fill the void. In a recent faculty strike in Chicago, for example, both the union and the college took to social media to “debunk each other’s claims and draw attention to their objectives”, essentially negotiating in the public eye⁶. This kind of rapid back-and-forth was unheard of decades ago. If we’re silent online, we cede that space to management.

Finally, today’s community of support is global and instantaneous. Workers around the world can show solidarity in real-time. A strike in one city might inspire walkouts elsewhere or draw solidarity messages from across the globe. But that only happens if the action is visible beyond the picket line. In short, while hitting the pavement remains important, it’s just one front in a larger battle. To succeed in the 21st century, strikes need to resonate both in person and across digital networks.

New Tools and Tactics for Modern Union Strikes

To adapt to this new reality, unions are embracing a toolkit of digital-age strategies to complement classic tactics. Here are some of the key tools and tactics that can supercharge a strike today:

• Organize and Communicate via Mobile Apps: Smartphones have become to union organizers what the bullhorn is to a picket captain. Mobile communication tools (from texting networks to dedicated union apps) allow leaders to reach members instantly, no matter where they are. This under-the-radar coordination keeps everyone informed and united. For instance, the United Auto Workers (UAW) developed its own app to coordinate members because “today’s [workers] are on smartphones, apps and social media so that’s where you’ll find us,” explained former UAW president Dennis Williams⁷. Using apps or group chats (Signal, WhatsApp, Slack, etc.) means no member is out of the loop, even in a fast-moving strike situation. It also helps organize distributed workers who may never meet in a single hall – a critical need when “the workforce is more distributed today” than ever⁸.
• Social Media Campaigns and Hashtags: Every strike today should come with a digital campaign. This means choosing a memorable hashtag or slogan, flooding social media with shareable content, and encouraging members and supporters to post in solidarity. A strong social media presence can turn a local contract dispute into a trending topic. We have powerful examples: the Fight for $15 movement in 2012 started as a small strike of 200 fast-food workers but ballooned into a global effort, thanks in large part to savvy use of Facebook and YouTube to spread the message⁹. In 2018, West Virginia teachers rallied around the hashtag #55Strong in a Facebook group; that online community grew to 24,000 members and was pivotal in coordinating a successful state-wide strike¹⁰. More recently, Starbucks baristas circulating TikTok videos of their walkouts racked up 28 million views, bringing massive public attention to their fight for better conditions¹¹. A viral tweet or trending hashtag can turn a labour dispute into a national conversation overnight¹², amplifying union voices far beyond the picket line.
• Virtual Picket Lines and Online Solidarity: Social media has enabled what some call “virtual picket lines” – online spaces where support for the strike is visibly demonstrated. This concept actually surfaced back in the 2007 writers’ strike when supporters created Myspace and Facebook groups to stand with the writers¹³. Today, it’s become common to see floods of solidarity posts and profile picture frames when a strike is on. During the PSAC strike of 2023, allied unions urged members to use PSAC’s strike hashtag and even add a custom frame to their profile pictures to show support¹⁴. The campaign slogan “Workers Can’t Wait” became a hashtag (#WorkersCantWait) that spread across Twitter, and supporters were encouraged to share PSAC’s posts with messages of solidarity¹⁵. In effect, every retweet or shared post is like another person joining the picket line, helping the union’s message surround the employer from all sides. We even see “Twitter storms” or coordinated times when supporters post en masse, creating a surge of online picketing that can put additional pressure on the target. Such virtual pickets also make room for those who can’t be there in person – whether they are remote workers in far-flung locations or international allies standing with us in spirit.
• Live Streams, Memes, and Media-savvy Messaging: Unions have learned to speak internet. That means livestreaming rallies or bargaining updates, posting short videos that explain the issues, and even using a bit of humour or meme culture to engage the public. The Verizon workers’ strike in 2016 is often cited as a breakthrough in this regard – it was deemed “the most noteworthy work stoppage in the age of social media” because unions aggressively took to Facebook with photos from the lines and witty memes, keeping morale high and supporters interested¹⁶. Over 40,000 Verizon workers across the U.S. were able to mobilize at once, coordinated through these digital platforms¹⁷. By sharing compelling visuals and personal stories, unions can humanize the strike, counteracting any company PR that paints workers as mere numbers. And crucially, by broadcasting our own events live, we bypass traditional media gatekeepers – anyone in the world can hear our press conference or see our march without waiting for the 6 o’clock news¹⁸.
• Broader Community and Global Outreach: The internet allows unions to link up with community groups and international allies effortlessly. Online petitions, email campaigns to elected officials, and crowdfunding for strike funds are all tactics that expand the fight beyond union members alone. During recent strikes, supporters have organized “phone zap” campaigns and letter-writing drives to pressure decision-makers, often coordinated via social media. We also witness solidarity crossing borders: unions in other countries can send messages of support or even organize rallies at consulates or sister companies, alerted to our struggle through global union networks and news shared online. In an era when a video call can bring together worker representatives from five continents, we should leverage that connectivity to share strategies and encouragement globally. A win for one labour movement can inspire others worldwide – and they’ll know about it immediately through the web.

All these tools serve one goal: building maximum support and pressure to win. Digital tactics create a sense of community among workers who might be scattered, and they project strength outward by rallying the public. As labour journalist Stephen Franklin aptly said, “Social media has been the elixir, the blasting powder and the glue that unions have quested for”¹⁹ — it reinvigorates solidarity, gives force to our message, and binds people together in the fight.

Lessons from 2023: The Federal Public Service Strike Example

To see these principles in action, look at the 2023 strike by Canada’s federal public service workers (PSAC). This was one of the largest strikes in the country’s history – over 150,000 workers walked off the job nationwide²⁰, from tax offices to immigration centres, demanding fair wages and remote work protections. It was a classic example of an old-school tactic (a mass strike) supercharged by new-age methods.

1. Embracing new logistics: Because so many PSAC members were working remotely or outside Ottawa, the union had to innovate just to run the strike. For the first time ever, PSAC used a digital picket line finder app – a tool that directed members to their nearest picket location, checked them in and out for strike duty, and even processed their strike pay via direct deposit²¹. This was a far cry from the paper sign-in sheets of yesteryear. The app helped manage a sprawling strike across a vast geography, ensuring every member could participate and be accounted for. It showed how technology can solve logistical challenges, effectively knitting together a dispersed workforce into one action.

2. Blending physical and online actions: PSAC’s strike still had plenty of traditional elements – loud picket lines in front of government buildings, rallies in city centers, and workers marching with placards reading “Workers Can’t Wait!”. But critically, that slogan “Workers Can’t Wait” was also a coordinated online campaign. The union and its allies pushed the hashtag #WorkersCantWait on social media, turning it into a rallying cry that anyone could echo. Union supporters were asked to share PSAC updates, post solidarity selfies, and even tag their Members of Parliament online to demand action²². This meant that someone in, say, Come by Chance or Flin Flon who couldn’t physically see a picket line could still hear the message loud and clear on their Facebook feed or Twitter timeline. The strike’s visibility on social media helped keep public pressure on the government, as stories of workers struggling with rising costs spread widely. In essence, PSAC ran a strike on two fronts – on the ground and on the internet – which proved to be a blueprint for how big labour actions can be conducted going forward²³.

3. Engaging the broader community: The 2023 public service strike also saw great examples of reaching out to the community for support. Labour-friendly groups and other unions organized solidarity events and barbecues, and union members from different sectors showed up to walk the line in support. Online, this translated into community members and even businesses voicing support (for example, some local eateries offered discounts to strikers and posted about it). One allied union, representing lawyers, circulated advice on how their members could back PSAC – from “following PSAC’s social media and retweeting their messages” to “honking in support when you drive by a picket line”²⁴. These multi-faceted support efforts underscore that a strike’s success often hinges on solidarity beyond the bargaining unit. By tapping into public goodwill online and offline, the PSAC strike reminded everyone – including the federal government – that these workers weren’t alone in their fight.

4. Lessons learned: The strike ended with the workers winning wage increases and better remote work language, among other gains. It proved that even in this new era, strikes do work when done right. However, it also taught lessons about what to improve next time. Communication was key – members wanted rapid updates on talks, and social media sometimes buzzed with rumours. The union had to keep information flowing to maintain trust, illustrating that clear communication channels (texts, emails, official social posts) are crucial to stop misinformation. Another lesson was managing the tone of online discourse. While most posts were positive, some social media discussions became heated or divisive – a reminder that we need to moderate and guide the online conversation so that it strengthens our cause rather than splinters it. Overall, 2023 showed that a modern strike is as much an exercise in communications strategy as it is in worker coordination.

Steps to Strengthen Our Next Strike Strategy

Looking ahead, unions must be proactive in refining strike tactics for the digital age. Here are some concrete steps and recommendations to ensure we are better positioned for the next big strike:

1. Develop a Digital Communication Plan Before Striking: Don’t wait until the strike is on to figure out your online game. Set up official social media pages or groups for the campaign, choose a unifying hashtag, and plan the kind of content you’ll share (e.g. member stories, infographics, live updates). Identify volunteers or staff who will run the social media accounts during the strike to keep information timely and on-message.
2. Train Members in Digital Activism: Just as you might hold strike training or picket captain workshops, hold sessions on using social media effectively and responsibly. Encourage members to follow the union’s accounts and engage by liking, sharing, and commenting to boost visibility (studies show union members who engage online are more likely to take action in real life²⁵). Also, provide guidelines: remind folks not to post things that can harm the cause or violate any privacy or legal rules. An educated membership can become an online army of advocates during the strike.
3. Coordinate Messaging for a United Front: Mixed messages can dilute our impact. Create a strike messaging team to craft talking points, slogans, and quick responses for both traditional media and social media. This way, whether a union leader is speaking at a rally or a rank-and-file member is tweeting, the core message stays consistent. Use hashtags and tag influencers or public figures who support the cause to help amplify reach. During the strike, regularly feed supporters shareable content – short videos, quote graphics, updates – so that our narrative dominates the conversation.
4. Leverage Live and Visual Media: Plan for regular live broadcasts – for example, a daily live update from the picket line or bargaining table, using Facebook Live, Instagram Live, or Zoom webinars. This keeps members feeling included and shows the public our transparency and determination (as one expert noted, social media can “peel back the curtain” on negotiations, providing clarity and transparency²⁶). Encourage members to take photos and videos on the lines and share them (within any guidelines provided). Visual evidence of our solidarity – crowds of workers rallying, creative picket signs, real people impacted – can deeply resonate with the community and counter any corporate spin.
5. Build Solidarity Coalitions Online and Offline: Reach out early to other unions, community organizations, and even international labour groups for support. Coordinate so that when the strike hits, allies are ready to mobilize their networks in solidarity. This could mean hosting joint solidarity events, but also something as simple as having other unions amplify our social media posts or issue public statements. The broader the chorus, the harder it is for our demands to be ignored. Remember, solidarity can be local (neighbours bringing food to the line) and global (workers in another country tweeting messages of support) – both matter, and both can now be organized through online connectivity.
6. Adapt Picketing to New Realities: If your workforce includes remote or geographically scattered workers, plan creative alternatives to the classic single-location picket. This might involve multiple satellite pickets in various towns (with a local coordinator at each) or designated meet-up points so everyone can participate. Provide a tool (even a simple online form or app) for remote workers to check in and contribute – whether it’s a virtual attendance for strike pay as PSAC did²⁷, or tasks they can do from home (like phone banking or social media volunteering). By thinking ahead about remote participation, we ensure no member feels isolated or unsure how to support the strike effort.
7. Engage the Public and Politics: Use the internet to rally public support in concrete ways. This could include setting up an online petition or email campaign that supporters can easily join, or a form letter they can send to political representatives or the company’s board. Publicize these tools widely. During the 2023 strike, supporters were encouraged to send letters to MPs and sign petitions for the workers’ cause²⁸ – actions that can put additional pressure on decision-makers. Combining on-the-ground impact (service disruptions or production halts) with public pressure from voters and consumers makes the strike harder to ignore.
8. Plan for the Long Haul and the Next Battle: Even as we fight the current strike, think about documenting the experience to learn from it. Assign someone to capture what tactics worked, which posts got the most engagement, what logistical hurdles came up, etc. This “after action” knowledge should feed back into the union’s playbook so that each strike builds on the last. The 2023 public service strike, for example, “provided the blueprint for future contracts” and future strikes by demonstrating the power of member mobilization²⁹. Every struggle can make us stronger if we take the lessons forward.

By following these steps, unions can greatly enhance their strike readiness. The goal is to be proactive, not reactive – to enter a strike with not just determination, but also a savvy game plan for communications, technology, and community engagement.

Conclusion: Ready for the Next Big Strike

The labour movement has always been about solidarity, adaptability, and courage. In an age of TikTok and telework, adapting doesn’t mean abandoning our roots – it means finding new ways to express the same solidarity that has driven unions for over a century. We can’t fight 21st-century battles with 20th-century tactics alone. By blending time-honoured methods (like the rallying picket line) with modern innovations (like the viral hashtag and the virtual town hall), working people can hit harder and smarter when we need to strike.

The experience of recent strikes – from public servants to baristas to auto workers – sends a clear message: those who harness every tool at their disposal are winning not just better contracts, but also the narrative. When we control our story, reach the broader public, and involve supporters far and wide, we increase the pressure on employers exponentially. Our power comes from our unity, and today our unity can be broadcast for all the world to see.

So as we prepare for the next big strike, let’s do so with picket signs in one hand and smartphones in the other. Let’s ensure our websites, apps, and social feeds are as ready as our strike fund and shoe leather. Let’s remember that every Facebook share or Twitter post can bring another ally to our side, and every Zoom call can organize members who once were out of reach. The future of union activism is both on the streets and online – and that future is now.

In solidarity, we will adapt and we will win. The challenges we face are new, but our resolve is as strong as ever. A picket line is powerful – and with a global, connected movement behind it, it’s unstoppable. Let’s get ready, stay creative, and make sure that when the next strike comes, we are not only on the line but also online, fighting and winning together.

Sources:

1. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
2. HR Reporter. (2023, April 18). How will remote workers join picket lines? Canadian HR Reporter. Retrieved July 21, 2025, from https://www.hrreporter.com/news/hr-news/how-will-remote-workers-join-picket-lines/375241 ↩︎
3. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
4. HR Reporter. (2023, April 18). How will remote workers join picket lines? Canadian HR Reporter. Retrieved July 21, 2025, from https://www.hrreporter.com/news/hr-news/how-will-remote-workers-join-picket-lines/375241 ↩︎
5. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
6. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
7. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
8. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
9. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
10. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
11. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
12. Anshuman Dwivedi. (2025, January 7). The new face of industrial action: Digital strikes and online worker mobilization. The Work Times. Retrieved July 21, 2025, from https://theworktimes.com/the-new-face-of-industrial-action-digital-strikes-and-online-worker-mobilization ↩︎
13. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
14. Association of Justice Counsel. (2023, April 17). Public Service Alliance of Canada (PSAC) strike mandate and our AJC members. Association of Justice Counsel. Retrieved July 21, 2025, from https://www.ajc-ajj.ca/en/announcements/2023/04/public-service-alliance-canada-psac-strike-mandate-and-our-ajc-members ↩︎
15. Kwantlen Faculty Association. (2023, April 20). Support striking transit workers on Saturday, April 22, 2023. YourKFA. Retrieved July 21, 2025, from https://yourkfa.ca/support-striking-transit-workers-on-saturday-april-22-2023 ↩︎
16. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
17. Ken Green. (2018, April 7). How unions use technology to organize strikes today. UnionTrack. Retrieved July 21, 2025, from https://uniontrack.com/blog/unions-use-technology ↩︎
18. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
19. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
20. HR Reporter. (2023, April 18). How will remote workers join picket lines? Canadian HR Reporter. Retrieved July 21, 2025, from https://www.hrreporter.com/news/hr-news/how-will-remote-workers-join-picket-lines/375241 ↩︎
21. PSAC National President. (n.d.). National President’s Report [PDF]. Public Service Alliance of Canada. Retrieved July 21, 2025, from https://psacunion.ca/sites/psac/files/national_presidents_report.pdf ↩︎
22. Association of Justice Counsel. (2023, April 17). Public Service Alliance of Canada (PSAC) strike mandate and our AJC members. Association of Justice Counsel. Retrieved July 21, 2025, from https://www.ajc-ajj.ca/en/announcements/2023/04/public-service-alliance-canada-psac-strike-mandate-and-our-ajc-members ↩︎
23. PSAC National President. (n.d.). National President’s Report [PDF]. Public Service Alliance of Canada. Retrieved July 21, 2025, from https://psacunion.ca/sites/psac/files/national_presidents_report.pdf ↩︎
24. Association of Justice Counsel. (2023, April 17). Public Service Alliance of Canada (PSAC) strike mandate and our AJC members. Association of Justice Counsel. Retrieved July 21, 2025, from https://www.ajc-ajj.ca/en/announcements/2023/04/public-service-alliance-canada-psac-strike-mandate-and-our-ajc-members ↩︎
25. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
26. Olivia Cohen, “ ‘It’s part of the war now’: Unions increasingly use social media to boost labor actions,” Gateway Journalism Review, December 21, 2023, https://gatewayjr.org/its-part-of-the-war-now-unions-increasingly-use-social-media-to-boost-labor-actions/ ↩︎
27. PSAC National President. (n.d.). National President’s Report [PDF]. Public Service Alliance of Canada. Retrieved July 21, 2025, from https://psacunion.ca/sites/psac/files/national_presidents_report.pdf ↩︎
28. Association of Justice Counsel. (2023, April 17). Public Service Alliance of Canada (PSAC) strike mandate and our AJC members. Association of Justice Counsel. Retrieved July 21, 2025, from https://www.ajc-ajj.ca/en/announcements/2023/04/public-service-alliance-canada-psac-strike-mandate-and-our-ajc-members ↩︎
29. PSAC National President. (n.d.). National President’s Report [PDF]. Public Service Alliance of Canada. Retrieved July 21, 2025, from https://psacunion.ca/sites/psac/files/national_presidents_report.pdf ↩︎