An MP has said that Twitter has changed the way politicians have to communicate with the electorate.
Labour MP Tom Watson said at a social media summit in London yesterday that in 1997 the party used a computer system called Excalibur, which allowed message engineers to "craft political nuggets" for Peter Mandelson, who would fire his "message bullets" into the audience.
He said that the media would transmit to the nation that this was Labour and its position even though opponents now feel that it was all spin and didn't follow through with all its promises.
"Now we wouldn't get away with it, because the world has spun on its axis. Social media now means that if you ignore your customers, electors, audience, families or friends, they are going to stop listening," Watson said.
He added: "What they want is for you to have a conversation with them."
When asked about how a company like Microsoft could offer a human face' to its users, he said that Twitter could be a valuable tool.
"Microsoft probably knows that a lot of its customers aren't happy with a number of products," he said.
"I would say to them, don't lock things up, talk to your customers."
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