Social Networking's role in 2008

CNN takes a glimpse at the role of social networking sites like Facebook and MySpace could play in 2008. As the article suggests:

...it's not just about broadcasting to a hard-to-reach demographic. In order to recruit voters online, candidates must appear to engage with potential supporters on a far more personal level, on their terms, in their environment.

These sites tear down the traditional barriers between those in power -- be they celebrities or politicians -- and their fanbase or supporters, providing the semblance -- if not the reality -- of personal involvement and a forum for discussion.

...

And that's where the real power in the Internet lies. Far from being a one-way broadcast, the medium allows people to engage with each other, get involved and focus on the issues they care about most. Most of all, it allows people to take a campaign and evolve it themselves.

While this will terrify traditional campaign managers and PRs, who can see quality assurance flying out of the window along with their approved, on-message briefing sheets, is it really a bad thing that the Internet gives regular Joes the chance to broadcast alongside the big guns -- and the potential to beat them at their own game?