Given their precarious financial situation, the Liberals need to take advantage of new media. The problem is they do not know how to do it. The good news is that they are not alone. The major parties seem to see new media as just another means by which to disseminate current talking points and boiler plate. The model is top down. For blogs to be any use to the party, the party should be thinking bottom up. This is what the Liberals should aim for.
The totality of interactions on self identified Liberal blogs produces and refines some talking points.
Lib blogs serves de facto war room, albeit a secondary one.
Lib blogs serves as means of spreading information that the MSM refuses to pick up
Lib blogs serves as means of extending the news cycle of issue that damaging to the Conservatives
Of course, for any of this to happen Lib blogs has to grow substantially larger. The number of regular posters is puny. The $64,000 question is to how to foster such development.
The potential of online video as means hitting the opposition over the head should be obvious by now and the Liberals seem to have caught on. What seems to escaped the party’s attention is how to use online video as means of reaching voters in a positive way. No one is going to watch boiler plate. No one cares whether Dion has a web journal. No one is going to watch how Liberals are going to be make Canada “a fairer, Greener”, place. If you want to catch people’s attention (a la what Obama was able to achieve on his essay on race), you have to talk up to them and not talk down. Online video should be seen as means of demonstrating your leader or team’s knowledge and smarts and not necessarily as means of furthering some policy end. You Tube is made for someone like Ignatieff.