The secret of digital politics

[T_i_B]

Interesting article, but I'm not sure that it's such a good idea for the author to be citing the ultra-Blairite Labour List as an example here.

http://www.guardian.co.uk/commentisfree/2009/jan/22/obama-online-labourlist-webcameron

Defying the conventional wisdom that the internet is for gimmicks and media-driven stunts, Obama's campaign team focused entirely on using new media to turn the enthusiasm of their supporters into activism. Rather than focusing mainly on websites, they used email as a foundation for engaging in a two-way relationship with those willing to aid Obama's campaign in any way – whether they were only willing to email a video to a few friends, or to knock on doors and give money.

This approach is challenging for politicians in the US, as I'm sure it would be in the UK. It is an approach will only work the political will to be open and engaging is there.

There are a lot of politicians around the world who are keen to drape themselves in the clothing of the Obama campaign – jumping on the "yes-we-can-wagon" if you like – but not so many who are engaged enough to fully learn the political as well as the technological lessons.

People say that Brits, and Europeans, are too cynical for this approach. They used to say the same about Americans. It's taken a while to get here. Obama's campaign built on those of people such as Howard Dean who pioneered openness and active engagement online. Any group or party that wants to use the internet to win can do so. But they must first learn the real lessons of the Obama campaign – openness is the key to success and it can't be faked.