How I See It: Will 2010 be the first UK internet election?

- Charles Lewington, MD, Hanover Communications

Yes, because the UK was well behind the curve in 2005. There will be third party YouTube movies, policies launched online, TV debate rebuttal competitions on Twitter ...

However, don't forget that a poster campaign on 3,500-plus sites can deliver 50 per cent national awareness - and higher cut-through if concentrated on marginal constituencies. Second, the single most effective way to reach the largest audience of voters in one go remains an old-fashioned device called the TV.

- Jon McLeod, Chairman, public affairs, Weber Shandwick

It will be far more an internet election than in 2005 in terms of news impact of stories breaking in the blogosphere. Twitter and blog reactions will be monitored and we will see the use of social media to pump messages out to voters that the traditional media won't carry. But we should be clear that the self-selecting internet has limits. Canvassing, leaflets and TV and newspaper coverage are better at reaching the less politically interested voters who decide elections.

- George Pascoe-Watson, Associate partner, Portland

This will be Britain's first general election with a significant internet contribution for the media. It is a fact that all three political parties leak sensitive information to bloggers - generally tittle-tattle and gossip. The parties will also be trying to use the net to predict where to spend most time and money to win seats. But I don't think we will see anything like as sophisticated an internet operation as the Obama campaign, where voters were remorselessly targeted with impressive accuracy.

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