It’s been a long week in British politics and I’ve been enjoying every minute of it. Finally after all these years there is some real debate, accountability and at least a degree of action.

There’s so much going on but I’ve been watching (and waiting) in earnest to see who would be bravest in the social media space. After all, we all know that blogs and social networking sites are important spheres of influence. Indeed they are platforms for unprecedented freedom of speech so you’d think politicians would be embracing social media wholeheartedly.

But I’ve been disappointed. For me, the opportunity is obvious. Let’s imagine I’m an MP for a minute (only a minute mind!). Confidence and trust in MPs is at an all-time low and I drastically need to connect with my constituents and the general public. I need to explain myself, communicate my agenda and rebuild my reputation. So how do I win friends and influence people? Digital engagement is vital.

There are some encouraging signs and it’s clear that the Conservative Party is stealing a digital march on their rivals. They plough money into PPC (buying words related to MPs expenses), have dabbled in live blogging and are active on Twitter and Facebook. So far OK, but not groundbreaking. As for Labour and the Lib Dems, it’s pretty sporadic.

Worryingly fringe parties like the BNP and UKIP have been more effective in the online space in recent weeks.

A word of advice to all involved: you can’t just randomly tweet, quickly knock up a Facebook fan page, embarrass yourself on YouTube or write a blog or two and believe that’s what it takes. Social networking and online reputation management demands substance and a commitment to authenticity.

In the same way that many businesses have made the mistake of taking the ‘build it and they will come’ approach to social media, politicians must also understand that when all is said and done you’ve got to believe in your cause and communicate it honestly and transparently. Exhibit your integrity then they will come.

If businesses and brands have cottoned on to the power of social media then politicians and parties in the UK should also fully embrace it. Businesses know that their customers – through the powers of review, comment and recommendation – are calling the shots. Digital friends (and enemies) have the ability to make or break an idea, a product, a reputation, a business – and an MP.

By building their online relationships – friends, fans, followers, connections – through regular, honest, transparent and relevant conversation, MPs can start to rebuild their reputations and then, hopefully, deliver on their promises with more enthusiastic and solid support.

All said though, things may be at least moving in the right direction. Last week the Tories launched a campaign that is, as far as I can see, the most innovative use of social media in British politics. Ahead of the council and European elections the Tories created a Facebook application calling on supporters to “donate” their statuses allowing Party officers to automatically update supporters’ status with campaign messages.

Then on polling day itself the update became a direct rallying call from David Cameron. Good stuff.

This weekend Tom Watson, MP for West Bromwich East and fittingly Labour’s minister for digital engagement, resigned via Twitter having promised his followers they would always receive his news from him first.  Maybe he’ll start a trend!

And finally, in an opposite move this Saturday, Sadiq Khan, Labour MP for Tooting, announced his promotion to Transport Minister on Twitter. It’s believed to be the first time a British politician has used social networking to announce a high profile appointment.

So which Party is the bravest? Well none of them really though the Tories are clearly leading the charge to date.

With such a long way to go in the digital arena, it’s still a mystery to me why it’s taken so long for UK politicians to realise the full potential of social media after it played such a key role in Obama’s victory in the US.

But maybe – just maybe – the recent political turmoil will create a new culture with a new zeal for engagement through social media and digital channels.