For all the talk of a 'social media election', the outcome of the British electorate's trip to the polls is more likely to be influenced by traditional media - particularly television.
That's the view of analyst group Ovum, which has not only said that 2010 is likely to be "remembered as the 'TV election', but also that "we do not believe that social media will play an integral part of the campaign efforts".
Part of the reason, believes Ovum, is that the parties haven't fully exploited the possibilities of social media.
"The parties acknowledge that social media can be used to mobilise activists, engage new audiences, or harvest a long tail of donators," says Ovum's Vuk Trifkovic. However, the fact remains that they don't do these things effectively. Parties' use of the social web is presently "aimed primarily at communication and collaboration within the established caste of politicians, journalists, and interest groups”.
The Conservative Party is likely to be relieved that social media is unlikely to influence the result of the election: a report in the Guardian reports that an analysis of online discussion on Twitter would result in Labour winning the election with a 35% share of the vote, compared to a Tory showing of 34%.
If you're in business, it's a good idea to stay ahead of the political parties, and make sure you're using social media to generate returns. Our blog today on social media tactics for business is a good place to start.
