UPDATE: MyConservatives.com now live

The Conservative Party will launch their very own take on My.BarackObama.com (or MyBo for short) later today - MyConservatives.com. Timed to be released ahead of next week’s Conservative Party Conference in Manchester, ‘MyCon’ (or even #MyCon, as it's bound to become known on Twitter) provides a very British take on Barack Obama’s revolutionary approach to online campaigning and organising.

Developed in conjunction with global digital media agency LBI, the Conservative Party will no doubt be hoping the site can achieve the same profile and uptake as its American counterpart, fêted as one of the driving forces behind Barack Obama’s historic win. Equally LBI will no doubt be looking to reach the legendary status of Blue State Digital, the people behind MyBO, in the new media world.

Rishi Saha (Head of New Media at the Conservative Party and speaker at next month’s PDF Europe event in Barcelona) stresses that while drawing on many of the core features of Blue State Digital’s MyBO platform, it has very much been developed with a UK audience in mind.

The online mini-rising to protest Barack Obama's support for the Congressional compromise to renew the FISA legislation has been getting a lot of attention, with much being made (by us and plenty of others, including Ari Melber in the Nation, The New York Times, et al) that activists are using Obama's own social networking platform, my.BarackObama.com, to organize and channel their efforts to get him to alter his stand. Indeed, as of today the Senator Obama - Please Vote NO on Telecom Immunity - Get FISA Right group has swelled to more than 14,000 members, which makes it the single largest self-organized group on the whole platform, which reportedly has close to a million registered members.

This is certainly a good example of what thinkers like Clay Shirky and Mark Pesce have been talking about, when it comes to "ridiculously easy group formation" (qua Shirky) and how "Hyperconnectivity begets hypermimesis begets hyperempowerment" (qua Pesce). But right now the main reason this development is important is NOT because the group itself is that powerful; it's because attention-amplifiers in the blogosphere and the MSM are covering the story and thus threatening some of Obama's hard-won image as a change agent, which could conceivably weaken his vaunted fundraising and organizing machine. So while the Obama campaign is keeping a poker face about the importance of some of its members using the master's tools to challenge his position, it is no doubt paying attention, too.

The fact is, we're all entering completely new territory here. There have always been efforts to influence political candidates to take or change positions during a campaign (or afterward), but we've never before had a national campaign create an open platform for mobilizing supporters AND THEN seen a salient chunk of those supporters openly use that platform to challenge the candidate on a policy position. Indeed, while the net is inherently a two-way, many-to-many medium, no politician has yet used it to listen to his supporters as a group. Yes, the Obama campaign has asked its supporters to share their stories about their health care woes, and some of those anecdotes have made it into the campaign's blog or policy papers. But we have no norms for a collective, public discussion--even though we now have the capacity for one.

Barack Obama's victory over Hillary Clinton is the first time an insurgent has beaten the establishment candidate in the Democratic primaries since Jimmy Carter in 1976. This is interesting and important for all kinds of reasons. One, as I've written before, is that it suggests that the era of Big Money and Big Media pre-selecting the nominee of the Democratic party may well be over, in no small part because of the affordances brought by the internet: lower costs of communication and collaboration, and less allowances for hypocrisy and dishonesty in campaigns.

But there's another big reason why Obama's victory is so important. He is riding herd on the largest and most potent new political organization anyone has seen on the American landscape in at least sixteen years. He's probably got anywhere from four to eight million email addresses on top of his 1.5 million donors and 800,000 registered users of my.barackobama.com, his social networking site.

What happens with this organization if Obama wins? What will he do with it? And what will it do with him? For a website that is focused on how the candidates are using the web, and the web is using them, by the time November rolls around, this could be the billion-dollar question.

This isn't the first time this question has arisen in modern American politics, by the way. And usually the answer is "Meet the New Boss, Same as the Old Boss." It's just that the internet should force us to think about the possibilities of a different answer. Not only that, I think Obama is thinking about a different answer.