Building coalitions on Facebook: ‘social media unionism’ among Danish bike couriers

Abstract Platform work represents an important challenge for the ‘Danish model’ of unionisation. Using interviews and ethnographic data, this article analyses strategies Danish grassroots union movement Wolt Workers' Group, representing principally migrant couriers using food‐delivery platform Wolt. This study is attempt to map emergent form flexible labour organisation based on horizontal, informal online networks while supported in different ways by established unions. We term strategy balanced autonomy support ‘social media unionism'. couriers' attempts at via social understudied issue, especially their complex relationship actors. The unionism' explored allows formation maintenance nimble mobilisation among workers that are otherwise hard unions reach, such as migrants workers. argue holds both great possibilities challenges movement.