Social media and the UK election

Much was made of the Obama campaign and the harnessing of social media so as to generate groundswell support. The UK elections also see adoption of digital campaigning, although for differing strategic ends. The Guardian has an illuminating article here highlighting Conservative's to need to "normalise" the idea of voting Conservative and for Labour to motivate existing support. The Liberal Democrats are simply seeking to be heard, although are receiving good coverage from Contagious here. Parties have also been employing online advertising and SEO so as to push themselves up the rankings.