There was some interesting discussion in PR Week recently. When the Conservative Party launched MyConservatives.com it was suggested in mirrowing Obama's campaign, the Conservatives were taking the lead in cyberspace campaigning. Yet Labour online campaigner Mark Hanson suggested that the Tories were a year after Labour's MembersNet.
Looking at both sites, there is a clear difernece in strategy, one almost mirrowing that of the 2008 U.S. Presidential election. MyConservatives.com is, like Obama who used www.mybarackobama.com (MyBo), seeking to reach out to the undecideds as well as party supporters. Whereas, like John McCain, MembersNet seems to focus on party supporters and appears to ignore the floating voter. What matters, therefore, it not just the tools used, but the philosophy behind each communication channel.
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Good summary, thanks. Mark Hanson's post was a bold response but it did ignore the small matter of MyConservatives having no distinction between members and non-members, as well as its dynamic fundraising model.
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