LETTER: Candidates failed to use social media well

When it comes to evaluating the success of social media campaigns, why does 'social' seem to suddenly disappear?

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

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