Now that electioneering appears to be up and running, here’s a little piece advice from today’s edition The Guardian that politicians of every hue would do well to heed:
Following Barack Obama’s successful use of social networking, British parties have redoubled their rush on to YouTube, Facebook and Twitter. A few engaged MPs use such sites not only to broadcast their views but also to listen to their constituents. However, too much political effort online simply mimics traditional marketing-driven campaigning – treating voters as little more than shoppers, and policies as slickly packaged products. The overlooked lesson of Obama’s campaign is that it treated voters as citizens with active roles in a democratic society rather than passive consumers swayed by party marketing.