Politicians will need to use all the web has to offer in order to engage with the public, according to a report released today by the National Endowment for Science, Technology and the Arts (NESTA).
The body says so far there is a gap between what the main political groups are providing through the internet and what the electorate demands.
All parties have been investing time and money in paid search (PPC) campaigns and social networking but while they are likely to be attracting attention, they are then failing to properly interact with the public.
NESTA chief executive, Jonathan Kestenbaum, said the parties are currently “using tactical measures such as buying Google AdWords to raise brand awareness but the internet provides the means to have a much more dynamic dialogue with voters”.
He said if politicians are looking to increase the number of people voting on May 6, they’ll have to do more to genuinely engage with the electorate.