Behind the Digital Campaign examines the work done by the political parties’ digital teams in the build up to the 2010 election. It demonstrates how their strategies have been influenced by digital campaigns in other countries and outlines the development of the ‘perpetual campaign’. It concludes that while the internet unlikely to lead to dramatic changes in the electoral landscape in this election, there are some noteworthy aspects to the general election digital campaign:
- UK political parties are largely followers not innovators
- Digital media is more effective in personality-led campaigns than party-led campaigns
- Expenditure and experimentation during the pre-election period has led to the ‘perpetual campaign’ building communities of supporters to mobilise during the election period
- Third-party and single-issue digital campaigns are more likely to increase political participation and knowledge
- Social networking tools influence political activists, insiders and the media – stories generated on blogs and Twitter generally only reach the public when mainstream media take them up