The blogosphere is buzzing with about the Tory campaign poster hack launched by MyDavidCameron.com built by Clifford Singer, creative director at Sparkloop. He is the bloke behind the Other TaxPayer’s Alliance website and has no political affiliation whatsoever.

But that hasn’t stopped Labour’s campaign machine nabbing the concept and adopting it as part of its campaign. It’s become a social object. I’m sure Clifford is delighted with the attention.

But the Tories aren’t amused and have gone into overdrive criticising Labour’s negative campaigning. Instead they should focus their energy on developing an innovation social campaign.

I maintain that the forthcoming election is unlikely to see any breakthrough social media campaigning by any of the major parties.