Facebook digital board games helped win the Australian 2007 federal election?

A National Library of Australia staff paper The 2007 Federal Election and the Internet is quite firm on the point that the Internet is beginning to impact on federal election campaigns.
Election 2007 staff paper link.

It is clear now that the 2007 federal election can safely be adjudged as the first in which the Internet became not just the repository for information, but also a tool both to communicate policies with the public and to allow potential voters to in return interact in multiple ways with the parties and their candidates. It is impossible to say what effect this may have had on the electoral outcome, and assuredly as in previous elections not every voter would have visited an election website. However, the Internet is now and remains the only medium in which all those involved in elections are present. It is the only place that the general public can examine political parties' policies as the days of the printed manifesto or policy brochure are long gone. It is also therefore the place of record and as such needs to be preserved. Democracy requires the political process to be open and accountable, maintaining an archive of online election documentation, media statements and policies therefore is a vital component of that process.---

Unsuccessful and essentially pointless use of social networking was that by politicians who did not actually themselves create or maintain their profiles instead letting party staffers intermittently update them. The only benefit that 'friends' got from these sources was an occasional press release. However, many other less high profile candidates, particularly those who were not sitting, used the opportunity to create networks, communicate their views and motivate supporters. Successful social networking involves giving over something of your self, sharing interests and activities. Thus a candidate who was prepared to converse, take quizzes, play scrabble games and other quotidian activities on Facebook, was far more likely to develop friendships which could translate into votes.---

Blogs have been a feature of the Australian Internet landscape for a number of years. The blogosphere is now a mature feature of political discourse. However being mature has meant that political affiliations on most influential or popular blogs have become fixed and it is made very clear on most of them which political persuasion is dominant. On some of these blogs comment facilities exist only for those who agree with the blog's political line and discussion or dispute is treating as emanating from 'trolls'- trolls being the popular term for generally pseudonymous online agitators who enjoy causing controversy and baiting other users. However, it is also the case that a number of open forum websites and blogs are used not as a place for debate, but somewhere where interested parties (often un-disclosed party staffers) try to score points. Consequently, the more open arena for balanced and non-partisan comment and analysis was on the psephology blogs. There are a number of amateur and professional psephologists in Australia, most of whom seem to have websites and blogs. Some such as Possum Comitatus (http://nla.gov.au/nla.arc-77602), Peter Brent (http://nla.gov.au/nla.arc-42909) and William Bowe (http://nla.gov.au/nla.arc-42908) maintain large sites continuously and have been doing so for a number of years. These sites cater both for voters or offer policy guidance but primarily provide election predictions and analysis of other's predictions and of other opinion poll derived data.

Meanwhile the Australian Electoral Commission supported Youth Electoral Study No. 4 looking at today's 'apathetic' youth was recently released. Study No. 4 link.

Besides a surprisingly high estimation of 300,000 18-24 year olds not bothering to sign onto the electoral roll, the study shows that while youth generally votes for the first time without a strong previous attachment to a specific political party, young women are more likely to reach their majority without this firm commitment and politicians are in with a chance with these women if they address social and environmental issues.

There is obviously a lesson or two for future election candidates in all this, as well as reasons for internet users to be cautious about political content.