The Bebo effect?

The Conservatives joined Bebo, the California based 'next generation' social networking service, just over a year ago. Interest seems to have grown according to this graph of daily page views posted to their profile. The membership seems to be predominantly young (14-24), apolitical but the party's presence is noticed at the very least. Basically it is a free, unmediated way of extending your profile and getting your message out. But also the party seem to have embraced the concept of Bebo. On the comments area of their profile there are 20 posts, seven are from the party, three of which are direct responses to previous comments or, in one case, a conversation between posters; they also have a poll so allowing a better quality level of interactivity. Perhaps this is evidence that parties are finally getting it and that is why their Bebo membership has tripled in the last month to 322, while Labour have 23 friends and their comments seem to have been taken over by the community; the similar is the case for the LibDems and they have 42 friends. Social networks like Bebo are communities of practice, organisations that try to enter them for their own benefit will have the rules imposed upon them; following the rules can make you part of the network.