Web overhaul for Liberal Democrats in bid to target digital audience

The Liberal Democrats have overhauled their online strategy in a drive to achieve grea­ter relevance among social media-savvy voters.

Online strategy: Chris Fox
Online strategy: Chris Fox

The Lib Dems will launch a new digital campaigning platform called Act in two weeks, following on from the relaunch of the libdems.org.uk website last week.

A third website, specifically focused on members and activists, will roll out in approximately one month. ‘It will give them the tools and materials they need for campaigning,' said Lib Dem CEO Chris Fox.

The moves follow last month's high-profile launch of the Tories' myconservatives.com e-campaigning platform.

The bulk of the digital work was handled in-house by the party's digital team, which includes Catherine Turner, David Angell and Sam Lockwood.

Fox added that the party's technology panel, chaired by MP Lynn Featherstone, oversaw the activity, while digital agency Being worked on the website relaunch.

‘We've split the functions into three,' said Fox. ‘Users want to know what we're about, then how to do things.'

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