Prepare for the coming wave of union activity, fueled by social media.

The pandemic-induced labor shortage has emboldened labor unions and individual workers to demand more money and better benefits. That has led to employees' increased interest in (and favor toward) union organizing.

In fact, nearly two-thirds (65%) of Americans now approve of labor unions, the highest level since 2003, according to a Gallup poll. Public support for unions has steadily risen since hitting a low point of 48% in 2009.

Until the past decade, unhappy workers could only grouse among themselves during breaks and after work. That gave employers plenty of time to address grievances before calls for a union could take hold.

Now, workers enthusiastically use social media to take their concerns public and initiate group protests, walkouts and union organizing. And once grievances go viral, employers may be fighting both a union campaign and negative publicity.

Examples: Workers are creating invitation-only Facebook pages to share information, collect grievances and organize. Employees are using Twitter to quickly target an employer for a barrage of outrage. And Zoom meetings let employees and union staff more easily whip up...