This document analyzes social media use and online organizing efforts during the 2010 UK general election campaign. It finds that (1) candidates were deluged with emails triggered by single-issue campaigns, (2) these campaigns were successful in securing commitments from parties, and (3) the Liberal Democrats lacked infrastructure compared to others for turning online support into real-world action. Overall, social media had some influence but traditional large-scale media like TV and mailers remained most important. Effective online organizing required tools for emailing, surveying, and supporting issue-focused campaigns.