Reeling from a decisive defeat in a Fiat Chrysler contract ratification vote the first time around, the UAW saw that a social media strategy was needed to get the word out to the membership and get votes in favor of the second contract proposal. According to news reports, the UAW had lost control of the message after opponents among its membership criticized the initial proposal on social media, and as a result, more than 60 percent of the membership voted against it. On the second go-round, the union focused on Facebook more than membership meetings to convey its message, and approximately 77 percent of the membership voted in favor of the second proposal. Employers and unions alike should learn from the UAW’s experience.