Opinion: From our Readers - Use social media to change politics

It seems we might be seeing the collapse of command and control politics and the dominance of spin doctors.

There is a palpable shift in power towards citizens and social media are playing their part in that. While there is a degree of anti-politics sentiment among voters at the moment, it is much more positive than that.

People are recognising that they can make a positive difference using social media - and do so every day. You only need to look at the impact of Twitter during the Iranian elections, the political significance of Mumsnet or the Facebook campaign that forced Marks & Spencer to change its pricing policy for larger bras.

Politicians must wake up to the positive impact of social media. There is a tendency among politicians to focus on social media tools as little more than new channels for promotion and message delivery.

The challenge for politicians is to harness social media tools in a way that changes our politics through greater collaboration and engagement with different groups and people. This is how brands are using social media; it's time politicians did so too.

Christopher Clarke, MD, Epoch

Email letters (200 words maximum) to prweekletters@haymarket.com

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