The article offers a novel conceptualisation of unions’ digital audiences and considers how their characteristics affect the practice of organising. Data were collected from the central Twitter accounts of 33 British unions resulting in 167,658 tweets and information from their 357,687 followers. Using textual and network methods, the analysis shows how unions interact with large, diverse and unexpected audiences including members, other individuals and organisations within their stakeholder groups. The findings support Twitter’s role as a tool for organising in directions like stakeholder engagement and reaching new audiences. The article further discusses how unions can respond to the imagined characteristics of their digital audiences and develop an approach to engagement that builds on the relationship between audiences and content.

中文翻译：

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工会组织的数字受众：社交媒体分析

本文提供了工会数字受众的新概念，并考虑了他们的特征如何影响组织实践。数据是从 33 个英国工会的中央 Twitter 帐户收集的，产生了 167,658 条推文和来自其 357,687 名追随者的信息。使用文本和网络方法，分析显示了工会如何与大量、多样化和意想不到的受众互动，包括其利益相关者群体中的成员、其他个人和组织。调查结果支持 Twitter 作为组织工具的作用，例如利益相关者参与和接触新受众。本文进一步讨论了工会如何应对其数字受众的想象特征，并开发一种建立在受众与内容之间关系的参与方法。