Yet, even as they build the mechanics to interact with bloggers and others online, the major political parties must take care. Attempts to manipulate the conversation or use bloggers as a megaphone for party talking points are destined to fail.
There have been too many signs that parties are simply planning to apply the same tired methods to online comms that they have used in traditional channels.
The old war-room approach is no longer workable. In a conversation, relationships are central, and the time for rapid response isn't the time for introductions. Instead, much more can be gained from building relationships, listening to the ongoing discourse and responding with thoughtful policies than by approaching blogs as the latest medium ripe for spin.
Marshall Manson, director of digital strategy, Edelman.