David Cameron has launched a new recruitment campaign, mainly using the online tools of Youtube and a Conservatives.tv video exclusely on Facebook. The campaign is about people getting involved in the Conservative party to ensure there is a change in politics: hence the title 'You can get it if your really want' which has a soundtrack of course provided by the late Jimmy Cliff.
The use of social media is an interesting one, Facebook seems to be the fashionable network at the moment, it was even mentioned in Gordon Brown's speech to Labour's Spring Conference. But it may also tie in with Cameron's ongoing theme of 'power to the people' that have seen Stand Up Speak Out have success. But there is a danger, could this offer very hihg expectations of the Conservatives offering a responsive, voter-led, style of government? Why is this dangerous, the question is whether it is possible? As with Blair in 1994-7 the language was about listening and being in-touch, but the pressures of office soon hindered that being put into practice (if there was ever a commitment to this) and so public disappointment; is Cameron following the same path?