• by Erik Sass , April 8, 2011

In an interesting twist on the old "go-slow" strike tactic, the News Media Guild is suggesting that unionized members of the Associated Press employ a new version, which might be called "no-promo." It wants reporters to stop using social media to promote their stories online, according to CNN.

As long as negotiations with AP management continue without producing an agreement, NGM is saying AP reporters should silence their Facebook or Twitter accounts on Monday and Tuesday, at least as far as disseminating articles they write for the AP.

While social media is obviously just one channel among many for reaching online audiences, the social media strike could have a substantial impact on overall readership, especially if well-known reporters with large online followings choose to participate. Their Twitter followings include newspaper editors who might be interested in picking up some of their stories.

In that sense, this new strike tactic illustrates how social media can empower rank-and-file content-producers. While they are still producing content (which still belongs to the AP), the ability of individual reporters to build up their own online followings gives them a measure of control over the total audience size.

Forgoing social media distribution can also serve to bring their labor dispute to the attention of supporters, who might then exert pressure on the AP.

The social-media stoppage also has the advantage of putting pressure on management without breaking any rules or requiring an actual strike, which can do more harm than good. Union president Tony Winton told CNN: "We're trying to basically communicate through social media the unity of our group in trying to negotiate a fair contract with AP."