Here’s the good news. Twitter isn’t likely to sway the ballot. Not unless a juicy and damning story is leaked and (more importantly) noticed on Twitter. Campaigning through the social network itself won’t convert enough voters overall to influence which party will become government. It’s possible Twitter may play a more significant role in some of the more digitally engaged constituencies.

The reality is the percentage of Canadians on Twitter remains fairly small. An even smaller number are actively engaged in online conversations. Politicians with the largest number of followers are likely to discover a majority of their following isn’t eligible to vote for them.

Does that mean candidates should dismiss the service? Absolutely not. And there are two very good reasons (among others). First, journalists are on Twitter and they follow what’s going on and being said to inform and even inspire stories. Tweets are routinely quoted in articles, particularly when a politician isn’t available for comment or when the tweet adds colour to the story. Being active and interesting on Twitter is likely to keep politicians in the news. Some might say it generates free coverage; earned media, the best kind. They just need to be sure they use Twitter effectively, treating the service and the messages they publish with the same considered thought they would during any public appearance.

Secondly, Twitter is probably the best way to build up digital chops. It doesn’t let users meander in their thoughts, doesn’t require a heavy time investment to offer something interesting, and there’s the benefit of reasonably quick feedback. And, like anybody else, politicians and candidates can tweet from just about anywhere there’s a computer or mobile/smart phone and an Internet connection. With the exception of airplanes in flight, there’s almost nowhere in Canada a tweet (with a photo, even) couldn’t be published.

That’s just a start. I could carry on about Twitter and other digital tools, the role they can play in a campaign and the importance of including them as part of an integrated strategy from the early days of campaign planning. In fact, I wrote a piece called Digitizing the Human Touch which looks at three important considerations for integrating digital into a campaign. The article appears on pages 56 and 57 of the December 2010 issue of Campaigns and Elections magazine, Canadian edition.

I expect the biggest news about Twitter in the next election will be similar to the last one; that Canadians will use the service to bypass media blackouts, sharing election results as they’re published across the country.

The sites listed below are essential reads for me every day and can be valuable tools for anyone tracking federal political coverage. 

1. National Newswatch – National Newswatch is the absolute ‘must read’ site for political players in Ottawa.  This news aggregator site lists the top stories making news on a daily basis while also linking to the primary columnists with each of the major news organizations to provide a good picture of the news terrain.  As an issue heats up over the course of a day, National Newswatch will almost always be the first site with links to the relevant news stories – providing varied voices on the event so the reader can see the different points of view providing coverage. 
2. Pundits Guide to Canadian Federal Elections – Pundits Guide provides some of the best analysis and information on election readiness and election results for each of the federal parties.  Not only does the site cover nominated candidates but it also provides analysis on the financial health of each of the federal parties as they report their quarterly and annual fundraising numbers.  Pundits Guide understands the nuances of Election Canada rules better than almost anyone on the web and has become a must visit site for anyone hoping to track election readiness.
3. Inkless Wells – Paul Wells has been one of the best political reads in Ottawa for over a decade – even while he was transferred to cover events in Europe for a short time.  While his weekly column for MacLean’s continues to be the reason why many of us read MacLean’s, his blog musings on ‘Inkless Wells’ provide intelligent, well researched looks at the issues of the day.  He is unafraid to call politicians out when they are underperforming – witness his reporting on Stéphane Dion’s leadership – or report on  less covered national pieces with zeal – like his coverage of the ‘Rights and Democracy’ standoff.  Part of what makes Paul Wells a must read is he understands all aspects of politics – both in terms of strategy to policy development – and this makes his insight especially pertinent to political audiences.
4. David Akin – David Akin, now with Sun Media, has been one of the best examples of a journalist using social media to both find stories and promote stories he is covering.  Like Wells, Akin is more than willing to delve into research and data to prove or disprove an argument being made by a federal politician.  He is not afraid to ask the tough question at a news conference or call a politician to task when they aren’t well prepared on a specific issue.
5. Public Eye Online – while BC based Public Eye Online does not look at national stories in the same way Ottawa based journalists do on issues, it is able to provide excellent coverage and analysis of both federal and provincial politics in BC.  Like Pundits Guide, Public Eye Online provides strong analysis on election readiness at both the riding and regional levels.  I began reading the website during a leadership campaign for its unique insight and analysis it provided of the campaign in BC but have continued reading it because it provides analysis of BC issues in a way that is hard to find anywhere else.

To me, my day would not be complete without paying a visit to each of these websites or blogs on a daily basis.  Their combined strength keeps me on top of federal political issues so that I have the information I need to provide my own analysis to our clients.