And the winner is – The Internet

Now the "it’s the internet wot won it" stories have started. (For younger readers: the reference is to a Sun headline "It’s the Sun wot won it").

How Obama’s Internet Campaign Changed Politics (use the HuffPo –

“Were it not for the Internet, Barack Obama would not be president. Were it not for the Internet, Barack Obama would not have been the nominee,” said Arianna Huffington, editor in chief of The Huffington Post. ),

and "Ten marketing lessons from the Barack Obama Presidential campaign" (use Twitter –

I found out on Twitter that Joe Biden was to be Obama’s running mate. Amazing. Obama told his fans first BEFORE mainstream media. (Of course, smart reporters were following his Twitter feed).)

Yes and — not completely.  Any politicial operative (politician or professional) is going to use every tool.  Aren’t they?  Even in hokey old Norn Irn?

I have a very old friend – known him for about 30 years.  He’s a very leading light in the politics of "our wee country".  The sort of person who came through the ranks – knows what it is to be a young activist.  He has a Facebook profile.  So far so good. A mutual friend introduced us on Facebook and I sent a message: "If you want a hand with any of this Web 2.0 Social Media stuff, let me know."

That was months ago – I’m still waiting.  There is another politician, this time in Stormont rather than Westminster who used Bebo to target young people in his constituancy during the last election.  All very well, but it was not universally welcomed.  Why?  Because he was using social networking like a mail shot.

The point of social networking is to build a network of social relationships as the name would suggest.

So here is mt free advice of the day to politicians who have seen the success of the Web in the US Presidential campaign: 1) build your network before you need to use it, and 2) optimise "opt in" rather than "mail shot".

But if you want to know "how" rather than "what", then I am available at a large fee (including my old friend who I offered a free service to – sorry mate.)

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