"By how many votes they gain. The goal of social media is not to develop the funkiest online component; it is to identify ways in which new media can help the party win votes, thereby winning elections. Existing online solely for the sake of being there...can simply be a distraction."And it's also worth remembering that the digital tool that proved most important for President Obama was one of the least social: email. There are many people I spoke to for the story who charged that the Tories digital strategy is too focused on 'gimmicks' at the expense of this kind of infrastructure. That is probably a tad unfair. Either way, if the Tories do take power next year, expect plenty of plaudits for its digital work. And if you look at it from a vote-winning perspective, it could be hard to argue otherwise.
The SABRE Awards is the world's largest PR awards program, running across six continents. 2016 details now available.