Labour chose to use the Web to motivate and mobilise its supporters and activists. Everything Labour did in terms of new media campaign (social media, e-mail, etc.) was about creating real-world actions.
Articles by Mark Hanson
The Labour Party harnesses the efforts of its candidates alongside its online activists with the help of Twitter and Facebook.
The ultimate success test of whether these kinds of innovations work is how many votes are racked up on election night. The way technology is being harnessed to involve voters and find ways of removing the walls erected around the process is exciting.
Technology has enabled people to organize for themselves, find people who share their interests, talk back, and find new authority figures. A successful campaign by any political party needs to recognize this.