The Digital Mass Line: How To Amplify Worker Voices in the Digital Age
Audience Research & Discovery
The foundation of our work, focusing on understanding our audience through digital means. It involves social listening, audience analysis, and direct worker engagement.
How we use it:
We employ sophisticated tools to monitor social media conversations, analyse digital community demographics, and conduct targeted surveys. This helps us map the landscape of worker concerns and identify influential voices within these communities.
Creative Campaign Design and Testing
A thoughtful approach to campaign creation that authentically represents workers' experiences, refined through targeted testing and feedback.
How we use it:
We craft compelling narratives, visuals, and multimedia content that genuinely reflect workers' lives and concerns. These creative campaigns are then refined using targeted adverts and A/B testing to ensure they resonate deeply with our audience. This method allows us to produce content that speaks directly to workers' needs, thereby increasing engagement and mobilisation potential.
Feedback Mechanisms & Iteration
A continuous process of monitoring, evaluating, and adjusting our campaigns in real-time. It incorporates social monitoring and the OODA loop (Observe, Orient, Decide, Act) methodology.
How we use it:
We utilise social monitoring tools to track engagement with our campaign assets. By applying the OODA loop, we consistently analyse this data to make rapid, informed decisions about campaign adjustments, ensuring our messaging remains relevant and effective.
Worker Focused Strategy
The Digital Mass Line prioritises outcomes over ideology, ensuring our work is rooted in real-world conditions. By continuously engaging with workers digitally, we develop campaigns shaped by and for the working class, building true collective power.
How we use it:
By continuously engaging with workers digitally, we develop campaigns shaped by and for the working class, building true collective power.
