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20:36 25th March 2010
Organisations using social media for campaigning purposes must come to terms with the fact that their online activities will be attacked by their opponents, according to the director of PR consultancy Diffusion, Ivan Ristic.
"That's not a reason to not use social media, you just need to ensure that your campaign and your message can survive the detractors", said Mr Ristic.
His comments follow the move by the Conservative Party to take down a new anti-union site after hackers exploited a Twitter loophole in order to redirect visitors to the homepage of the Labour Party and pornographic images.
Mr Ristic urged organisations running online campaigns to make sure they can endure negative publicity.
He added that social networks will play an important role in the political marketing campaigns during the forthcoming general election as political messages will be distributed from a variety of sources, including online news sites, forums, blogs and social media.
Written by Derek Oldman
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