Social media has taken the world by storm. More specifically, Twitter, with its simplicity and powerful outreach, has rapidly grown in popularity and usage. With the general election looming and public sector budgets tighter than ever, Adrian Moss, head of Web 2.0 at Parity, discusses the benefits of social media and how new communication mediums can be used effectively to engage voters, disseminate information and create an affinity with communities further and wider than previously possible.

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