Miliband’s master of cyber-spin
Alex Smith, Labour’s first dedicated online communications specialist, will take the fight to the Tory blogosphere.
By Dan Hodges Published 13 January 2011 15:09
Ed Miliband's new spinners Tom Baldwin and Bob Roberts are rightly raking in the plaudits. Almost overnight, his bland, labouring statements have been transformed into a streamlined and effective critique of the Tory-led government. Where once Miliband opposed in prose, he now does so in tabloid poetry.
But there is a third member of the Milibyte media machine, one who shuns both the limelight and the shadows.
Alex Smith is the new leader's cyber-spinner. Residing in the fourth dimension, he occupies an electronic netherworld. Where old-style comms officers operate with sharp press releases and speed-dial mobiles, Smith's weapons are delicately nuanced Twitter hashtags and fiercely compacted URLs.
If the battleground of the new politics is to be the internet and the blogosphere, Alex Smith is Ed's cyber-warrior. Nicknamed "Cylon Smith", after the race of machines from Battlestar Galactica that turned with ruthless efficiency on their human masters, he is attempting to bring the discipline of modern press management to the chaotic arena of online politics.
He first came to the Labour leader's eye after his LabourList website became one of the first on the centre left to challenge the well-established Tory "blogemony". Building on experience gleaned from the inevitable secondment to the Obama campaign, he was poached by Miliband, for whom he successfully recruited young Labour supporters, and bloggers, to the cause. At the start of this month he cryptically announced he had "taken up a permanent post in the leader's office in communications".
The role of cyber-spinner is a difficult one. As one of Ed's more senior advisers once told me, "The trouble is we're still not sure how to engage with the blogosphere. We understand it's important, but when we deal with the lobby we know what we're dealing with. Bloggers are an unknown quantity. They play by different rules."
Risky business
Smith is the man charged with getting some ground rules laid down. Soon after Ed Miliband's leadership victory he hosted a meeting with a number of leading Labour bloggers to try to find ways of co-ordinating the left's online output. A number of ideas were mooted, from a collective "blogging hub" to a co-ordinated fundraising drive.
However, Smith's role has evolved beyond structural planning. Even before he accepted an official position with Team Ed he was putting in place a concerted programme of cyber-rebuttal. Initially, negative stories would receive a short, sharp response on Twitter. Posters would be advised that issues were a "non-story". Recently, more formalised responses have appeared. Earlier this week it was Smith who was first to attempt to rubbish reports that Charles Falconer had been offered, and rejected, the position of Ed Miliband's chief of staff.
This attempt to manage the blogosphere is unusual and risky. But even veteran bloggers acknowledge that Smith has demonstrated a sure touch in engaging with a difficult medium. "I think he's done a pretty good job," said one seasoned online scribe. "He's out there pushing messages, but he's doing it in a straight way. I work pretty well with him."
Other observers point to how he has nurtured a stable of supportive high-profile bloggers, including Sunny Hundal, Will Straw and Sunder Katwala. "He pulled these guys together during Ed's campaign, and he's kept them tight," said one insider. "They're all bouncing off each other very effectively."
Bobby dazzler
The proof of his success was highlighted towards the end of last year with the publication of the Total Politics 2010 Blog Awards. Left-of-centre blogs took up four of the top ten places and seven of the top 20. The previous year there was only one left-wing blog (Tom Harris) in the top ten and four in the top 20. Iain Dale, the Bobby Moore of the political blogosphere, heaped praise on the "strides made by left-of-centre bloggers".
Not everyone regards Smith's arrival as positive. Some Labour officials say there is poor co-ordination between Miliband's online and mainstream communications strategies. Others regard Smith himself as too inexperienced for a front-line communications post.
"He cleaned up the mess left by Draper [as in Derek, the former editor of LabourList], and got lucky with Ed. But he's not a communications professional," said one source.
May 2010 was supposed to have been the first "internet election". In the end it was the debates, the Duffy gaffe and old-fashioned grass-roots organisation that defined the campaign. But it is widely agreed that, as more of the mainstream media disappear behind paywalls, more and more broadcast output becomes available on the internet, and the army of political activists seeking to shape the political debate directly grows ever greater, the influence of the blogosphere will only increase.
As it does so, the influence of the virtual communicators will grow as well. Alex Smith is Labour's first cyber-spinner. And he has a plan.
UPDATE: The beauty of the blogosphere
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19 comments
You see what Labour are like!
They still haven't learned there lesson from Blair and Brown, the architects of the biggest recession since the second world war!
I quote Frankie Boyle: '...they have done alot of bad s***, and told big bad lies with big bells on them!'
In my opinion, Frankie's quote sums up labour's behaviour totally.
If anyone of us ran a small business like Labour ran the Country, we would put in prision!!!
"Now it seems Labour has collectivised their representation. So it is an extention of the Labour Party and also recieves funding from the Trade Unions."
Absolute nonsense to start off with. They fund themselves. But by that reasoning, I guess we could also say at leats 5 mainstream papers are extensions of the Tory party. So nothing new there.
Is Dan Hodges real, or satire?
I write for LibCon and I leave comments there regularly. I have also left (possibly hundreds) of comments on LabourList over the last couple of years so I am sure Alex Smith would recognise my contributions. But I have never been contacted by him, and neither has Sunny said "don't write that because Alex won't like it". The whole story seems like a bit of a fantasy.
Was Alex at NetRoots last week? I was (and gave a brief talk). I would have welcomed some contact with Ed Miliband's social media czar, if only to tell him to feedback to Ed that if he fills in his blank piece of paper without asking Labour members first he will get a rough ride at this years conference (and I *will* be there to hold him to account).
What is the readership of Labourlist, LibCon, LibDemVoice? In relation to the population?
Dan blogs entertainingly. But the piece is wrong.
The factual errors could have been avoided by attempting to contact the subjects.
Can Will Straw be part of a pro-Ed Miliband blogging cabal forged in the leadership campaign?
Not when he voted for David Miliband.
That's a matter of public record.
Left Foot Forward projected an Ed M win, based on polling and MP surveys.
That shows some people can separate analysis and advocacy, while others predict what they hope for.
Did Alex Smith create a group of Katwala, Hundal and Straw who he keeps close?
No. I have known the other two for several years longer.
Does Smith send this group briefings and lines to take?
Not in my case. I should have no objection if he did.
Do that group agree? On some things, not others. Sunny and I collaborated on a challenge to traditional identity politics in 2006 but have quite different perspectives more generally. He did join Labour in 2010 after voting LibDem. Straw and Hundal are a long way apart on the deficit.
I do think Alex did well in making LabourList a good site.
He got in touch with me when I was blogging that Derek Draper should resign, to ask to repost a critical article about the affair on LabourList.
Its good to have blogs bounce off each other.
Its part of the point. I've written for LibCon, LFF LabourList and LabourUncut, because they've asked me, and cos they reach more people than Next Left.
But I've never seen that mediated by the leadership.
It does seem to me the party should have somebody working on 'movement relations', both offline and online, since it would be a sensible part of political strategy. I think Tim Montgomerie has written well on this theme from the right, and Tim Horton and Will Straw have written well on this too. But that will fail if its cooption or control, and most of the coordination (on right and left) is within the civic and activist space, not party HQ or leadership mediated.
Arguing against that should become as silly as opposing press officers and spindoctors, or Parliamentary and trade union liasion, whereas this piece seems to take a very Old Media caricatured view.
Dan
How would you substantiate the claim of the piece that the improved position of left blogs in the 2010 Total Politics blogs poll can be attributed to Alex Smith's efforts working for Ed Miliband.
You rather vaguely cite this as 'late last year'.
I just looked up when voting closed.
It was 31st July. The results came out in September.
The growing profile of left blogs was organic, not top down.
James Crabtree's New Statesman piece in Dec 2009 set out how the environment was shifting, and predicted postelection developments well.
Ed Miliband's leadership campaign came later.
I agree, the good upright chap 'Tim Montgomerie has written well on this theme from the right.'
The biggest Tory, Reginald has plans to start writing in the Tory blogosphere!
http://www.reginaldsremarks.co.uk/ will start writing for right in the near future.
This kind of thing really highlights the problem with Labour. They think they have to do a Campbell and keep everything under wraps - God help free speech. What a shower of control freaks.I actually think that the 'right' began blogging in the first place because mainstream media were so much under New Labour's thumb that there was seldom any platform for dissent of any kind. No lessons learned then.
Wilma
Have you read the Daily Mail, Daily Express, Daily Telegraph or Spectator? The right has used blogging well. The idea that this was because there was "seldom any platform for dissent of any kind" around, say, 2005 when they were getting up and running, really is total nonsense.
I thought the point of blogging was the idea of free thinking away from the mainstream and entrenched in the ideals of freedom of speech.
Now it seems Labour has collectivised their representation. So it is an extention of the Labour Party and also recieves funding from the Trade Unions.
That's in the long run is going to limit appeal and curtail their freedoms of expression.
Also, Sunny Hundal backed the Liberal Democrats at the last election so I guess they really are bouncing off each other.
Still, I guess it's an improvement at making up stories and smearing opposition MPs and their families.
Tom Harris? left wing??
Great. Can he now hire someone to tell him:
a) how to stand in public (his stance is like a seven year-old who is trying to show that he doesn't like wearing the new clothes his parents bought him
b) how to dress - his tie the other day was awful, and tied too short, almost like a VIth former
c) how to speak - tougher, this one, but he has a duty to improve his presentation as leader of the Labour Party.
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Hmm online campaigning is better suited to the right I think. Socialists aren't good at brevity, it's the burden of thinking about things that screws them. That's why you get some many right wing nuts popping up spitting hate. Takes no effort, swamps out everything else, appeals to people who won't get listened to in person. He's got his work cut out. Will C above is spot on!
How marvellous!... Punch and Judy coming to Tory blogosphere!!! Ed Miliband is more Richard and Judy on a soft sofa and a chat over a finest cup of Earl Grey!
Us Tories aren't taking any nonsense from him! The 'nothing man of British Politic'
I attended Netroots this weekend, I was asked to speak to a session about what we could do to engage women online politically. I pointed out that we were- and we werent being listened. Apparently not answer that organisers wanted.
I have been described as a radical, self promoting, shameless, hysterical- unrealistic, and have felt the fury of our new Labour spin machine for daring to point out that opposing the cuts supporting a party who er....dont oppose the cuts- might not be the best idea.
Labour not opposing the cuts is one thing. Labour pretending to people who are actually affected, that they are opposing the cuts is another. Labour trying to co-opt the resistance to this economic agenda, and marginalising those affected is quite another.
Perhaps Alex should stick to Labourlist. Cos he has just managed to turn a resource which could have helped people actually organise- into a media shitstorm showing just how irrelevant his, and the other main political blogs are to real life.
Will not be attending netroots again. Labour still get my due each month- I dont need to travel half way across the country- to be exploited, marginalised and mocked.
http://dl.dropbox.com/u/3421076/ansell_speech_50.mp4 (Moderators please feel free to remove if not appropriate to post here) was my bit at netroots. Since then I have had the vitriol of wannabe politicos and journalists unleashed for daring to say it.
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