Labour to step up online campaigns

LONDON - The Labour Party is expanding its digital marketing capability as it looks to challenge the Conservative Party's online presence ahead of next year's general election.

Labour hopes to connect with voters through social networks and improve its data capture to increase the effectiveness of its email marketing.

It is recruiting an online communities organiser to play a key role in creating content across its platforms and on sites such as Facebook and Twitter. They will also help build Labour's online community, Members-net. The Conservatives already have an equivalent in this role, Craig Elder.

Labour is also looking for a digital marketing co-ordinator to manage email marketing data analysis, with responsibility for profiling, segmentation and targeting. They will also create and test online ads.

Sue MacMillan, Labour's head of new media, will oversee the selection process.

The decision to expand the team underlines the importance of online marketing in the party's campaign plans.

In August Labour MP Kerry McCarthy, MP for Bristol East, was named as Labour's new media campaigns spokeswoman, charged with improving the party's use of social media sites. She is now more widely known as the 'Twitter Tsar'.

After The Sun switched allegiance to the Conservatives, McCarthy said it did not need the newspaper's support because 'we have Twitter'.

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