Quite interesting article here from Mark Pack, who ran two general election internet campaigns for the liberal democrats. He was giving a talk at the School of Politics and International Relations, University of Nottingham as part of their practitioner series. Would have quite liked to have seen this. [full disclosure, I did my PhD in this department]. His broad argument is that the things analysts talk about regarding the internet and campaigning are not always what practitioners are concerned with.
On a related note, the School is running a blog about the forthcoming election, which is drawing upon the expertise located in that department to provide some very useful commentary on the election, that should differ from the mainstream commentary in the press. I like this a lot. It's pretty important that the knowledge that academics have be made available and useful to a broader audiance, with a quicker timespan than the two years it can take for a journal article to get published.
School of Politics and IR.... It is about time.