The upcoming General Election has been branded ‘the social media election’, with many claiming that this is the first British Election where social media will make the difference. Although we must be careful not to overstate the importance of ‘the online debate’, the use of social media has really come to the fore and is bringing a whole new audience to politics who might not have previously engaged before. It was social media that was credited with being pivotal in the success of Barack Obama’s 2008 US election campaign. The direct connections that Obama was able to forge with voters added extra depth to an already strong candidate.

Now for the first time ever, the general public can ask party leaders questions directly via their favourite social networking sites such as Twitter and Facebook. People can post articles, YouTube videos and photos which can be distributed much more widely and quickly through social networking sites. Facebook and Twitter can be thanked for an increase in the number of people who have registered to vote this year.  There is even a Facebook application that allows people to write or film questions for Gordon Brown, David Cameron, or Nick Clegg. Feeling more personally connected to the party leaders is helping to break down some of the barriers that have long-existed which make people feel very separate from their politicians.

Increased transparency of information has become something that people are demanding and the web is the perfect forum to store and share what the people to demand to see. The internet presents us with an enormous wealth of information about the election and its candidates, with new widgets available for example the BBC widget that allows you to compare party policies side by side. Power has seen a shift from the party and politician’s control and that of journalist and newspapers over to the public and how well they can interact with their people via social networking sites. Now that the potential for engagement is enormous those politicians who ignore it or are less active than others do so at their own peril.