#BBCtrending: Market Basket's unlikely social success

Jenifer Gil and other employees Protesters now take advantage of both old-fashioned signs and digital means of demonstration

#MarketBasket has been trending in the north-eastern US to show support for striking shop workers.

Just a few months ago, however, some protest leaders didn't even know what a hashtag was.

The Boston Globe reports that both the employees and the management at Market Basket, a family-owned grocery currently under fire for releasing its beloved chief executive officer, were not well versed in social media.

The company had email but rarely used it, and did not have a website until after the controversy began this summer.

"When you work in a supermarket, the colleague you need to talk to is never more than a few aisles away," writes the Globe.

Protesters were communicating via flip phones and getting the message out with hand-printed signs until anonymous supporters started a webpage and Facebook group. The Facebook group now has almost 80,000 followers. The #MarketBasket hashtag, as well as the locations of some scheduled protests, have been trending in the Boston area.

The BBC's Kim Gittleson travelled to Boston to report on the standoff between Market Basket's owners and employees that has left shelves empty and customers conflicted.

Read her despatch here.

You can follow BBC Trending on Twitter @BBCtrending

All our stories are at bbc.com/trending

Elsewhere on the BBC

  • GeoguessrWhere in the world?

    Think you’re a geography expert? Test your knowledge with BBC Travel’s Geoguessr

Programmes

  • Suspension bridge connecting mountain peaksThe Travel Show Watch

    Must-see global events including walking the first suspension bridge to connect mountain peaks

BBC © 2014 The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.