Alex Burmaster's conclusion that Brian Paddick 'won' the web 2.0 battle for London mayor (Technology News, 9 May) is a perfect example. Too many organisations are confusing having a presence on every social media platform with having a strategy, and generating 'buzz' with success.

While Boris Johnson had a very slick Facebook application, what all the major candidates failed to do was use social media to really engage their audience. It was all about the one-way broadcasting of campaign messages, rather than building a relationship through engagement that would convert to votes at the ballot box.

The fact that Johnson's team has now turned off his Facebook application, severing those hard-won connections with young first-time Tory voters, demonstrates a real lack of understanding of the medium.

Ivan Ristic, director, Diffusion