Contrary to the reality, at least in the U.S., that online political ads are still a small though growing portion of how candidates spend their resources to get votes, UK politicians have made an extremely high-profile foray into cyberspace via Mumsnet, a large network of mothers and mommy bloggers.
From The Telegraph (which includes an interview with the Mumsnet co-founder on this topic):
Ten high-ranking politicians, including David Cameron and Gordon Brown, have appeared in live webchats on Mumsnet in the last year. “Just two of them,” its co-founder Justine Roberts said yesterday, “had been asked to take part.” The rest invited themselves.
Such is the political clout of Mumsnet.
…
[However, Roberts] dismissed the idea that Mumsnet represented a coherent block of votes as totally wrong, saying that the online community – in political terms – is “like an octopus with pre-menstrual tension.”
I’m quite sure that I would never describe BlogHer in remotely the same language, but you can read more about the money and time being spent by UK political candidates on Mumsnet in here.