The biggest problem with UK politicians online is that they import the gimmicks from US campaigns but miss the fundamental principles of online engagement, giving a bit of control to the grassroots and engaging in a two-way dialogue with ordinary folk and not in sound bites.

There have been some encouraging signs of change though. Simon Collister notes that Gordon's people have started to use Twitter properly and not just as a press release delivery mechanism.

Now Alex Hilton, editor-in-chief of Labourhome (full disclosure - I'm an associate editor of LH) has persuaded James Purnell to respond to questions posed on Labourhome re his Welfare White Paper).

Doesn't need lots of flash technology, just good old fashioned communication