We should make better use of social media to engage members and the public

By Kevin Peel

We live in an age where the old party structures of the past are no longer relevant to most people. Many members are far more likely to tweet a question or idea directly to a politician rather than table a resolution at a branch meeting. Increasingly social media is being used by people of all ages to engage in political debate and organisation – and not just members of political parties. The open nature of such sites means that anyone interested in politics can take part.

Labour has begun to use new and social media, but in a very old media way – top-down and one-way, pumping out messages and commands without much room for feedback. The new media team are great, but the fact that the party even has such a team shows there is something wrong. Digital strategy should be integrated into everything the party does, not exist as a separate entity.

Looking at social media platforms, it’s clear the party must provide a more open online forum for members and the wider public to share information, debate policy and organise. Membersnet, hidden behind a login screen and only accessible to party members, is cumbersome and under-used, causing many to bypass the party entirely, moving to Facebook and Twitter to facilitate political activity.

A transformed Membersnet should be open and inclusive, with contributions allowed from everyone, not just those with a membership card. There should be a clear way for members and the wider public from across the country to come together online and discuss policy – and transparency in how these discussions are fed into the policy-making process. Crowdsourcing is a great example of how this can be done. Not in the half-hearted way it has been used by the ConDem government, but to encourage wide participation in debate that has a real impact on Labour’s agenda.

It’s not just about debating policy. People often say that Obama won the Presidency because of the internet. Rather, he won because millions of people joined his cause and went out and knocked on doors. We should be utilising the potential of social media to facilitate this. The ‘Obama for America’ website advertised events across the country with a system to organise car sharing to get people there. It facilitated meetings between supporters and gave activists the tools they needed to get involved.

Embracing new media is a great way to empower our members by giving them a platform through which to influence policy and to meet, communicate and organise with other members – taking responsiblity and taking the reigns. The party should move with the times or it may find itself left behind.