Are we expecting too much?

There has been a lot of negative comments about the beta version of Labourlist, particularly from among the Conservative bloggers. Less has been said about their Blue Blog, but essentially both have the same raison d'etre. The aim of both is to promote the respective parties and their policies. Derek Draper, the strategist behind Labourlist told the media: "I am building a site for 60 million people, not 60 bloggers" which is perhaps an odd claim. Why odd, well it is doubtful that there are 60 million people who are interested enough in politics to read the words of elected representatives or party members? The Blue Blog gains very little in the way of comments; Labourlist is doing better in that respect, 18 comments on a post that tells members not to be disheartened by the polls (including one essay). The webmasters also seems to be allowing all comments, or at least it is not a place to find purely positive messages. What is wrong with Blue Blog? It seems to be dominated by very serious statements from senior Conservatives, that may not be a bad thing but will only attract a certain type of visitor. Labourlist is more random in terms of content, so perhaps some grab greater attention than others appearing more like Labourhome and Libdem Voice. Also it is new and was hyped by the media, so perhaps there will be more interest. But is there a long term pull factor with either site and can either engage anymore than the normal website is a big question. Chances are Labourlist could well be successful as a portal for members, some of whom may be mobilised to a greater extent due to the site when they are required to come out and canvas for the party at the next election; the problem is though that it can be attacked by flamers and trollers and so used to undermine the brand. The Blue Blog seems to be more of an information portal, it offers the same opportunities for opponents, but seems of more use to journalists and those keenly involved in the party and its political platform than a wider audience. With the former, if it is a supporters network why make it public; with the latter why make policy announcements in blog format? Both are interesting despite the attacks, but neither currently seem to be attracting the interactivity the creators seem to desire - as for recreating the Obama phenomenon that is a real pipe dream!

Learning from Obama and Royal

French Presidential runner-up Segolene Royal allowed co-production of policy on her website, creating a 'Notebooks of Hope' section where French voters could express their aspiration about the future. While it did not secure her the office it represented a departure from the traditional top-down style of campaign communication. Obama, meanwhile, has made much use of videos where ordinary Americans can state why they back Obama for the presidency. This method of citizen endorsement could be a highly influential tool of persuasion as well as giving some sense of joint ownership of the campaign to his 'movement'.

Both tools are to be features of the Conservatives revamped website and in particular The Blue Blog according to a BBC News report the initiatives are designed to create a "sense of closeness" between supporters and party leaders - not between the party and ordinary voters one can note. Caroline Spelman is quoted as saying: "With a general election on the horizon the rejuvenated website will play an important role in getting our message out and be an integral part of any campaign." The videos will be recorded at the Conference taking place in Birmingham this week. Clearly it indicates that the Internet is becoming integral to the campaign but what seems doubtful is whether interactivity is a goal.

Picking up on previous posts on Web 2.0, while the party seem keen to mobilise and include the activists, there is doubt as to whether they can draw the key audience of floating voters towards the party. However it may be argued that there is a trickle-down theory here. That by including activists they may draw in a wider audience who can observe the interaction if not take part and so gain a perception of a party that is non-elitist and that listens.

As an aside, if you Google Blue Blog you firstly get a knitting site, then the Conservatives and third an Everton FC supporters blog: not exactly a distinctive name which may be a problem!

What's in a name

After some form of voting, the Conservative party have launched their blog: its name is THE BLUE BLOG - mmm. Content could be interesting: "The blog will start with a bang at this year's Conference, where we will be bringing you backstage news and views from David Cameron, the Shadow Cabinet, MPs, delegates and the occasional guest." Given the twittering of LibDems and the comparative silence from Labour, the Conservatives had to do something to maintain their status as the party most embracing technology (at the top level that is) and innovating. Not sure if this is simply a relaunch of WebCameron as that gets little media attention, an attempt to gain more interest in their e-communication, or something genuinely different. There is no link as yet, not even a holding page, their website does not advertise it but, as in the manner of modern politics, puts Brown and Darling centre-stage (right). Let's hope the Blue Blog will offer a more positive message about the party itself rather than attacks on opponents. The one problem, extrapolating from polls, Cameron has is that he is seen as better than Brown but there is little wide knowledge about his or the party's policies. A similar situation saw Neil Kinnock versus John Major, Major was then seen as the safer pair of hands. Perhaps the Blue Blog can get more policy out there as the media may not be doing Brown any favours at all but neither are they giving Cameron a platform.