"Labour doesn’t need The Sun, we’ve got Twitter!"

So tweeted Labour Twitter Czar, Kerry McCarthy at 23.04 last night as news broke that The Sun’s support for the Labour Party was disappearing over the Brighton horizon – off to join ‘the boy Cameron’ after 12 years.

Is this true? Can Twitter replace The Sun for Labour? Well no. Twitter is just a channel, it’s content voters warm to and no matter how hard Labour might try to send out interesting tweets, they’re not going to prise 2 million Sun readers away from their favourite daily.

It’s true that Twitter has given some people a powerful new voice. One moment of tweeted irritation by Stephen Fry earlier this year, about HP printer software had their PRs on the phone to fix is within minutes of the tweet going out. “Use your power wisely young Skywalker” was Fry’s reaction. More »