It’s a common feature of online politics, at the national level at least, for unofficial campaigning to reach wider audiences than official campaigning.
There’s a range of reasons for this – several supporters trying their own thing are more likely to hit the jackpot than one single official team, unofficial efforts often move more quickly than official ones, there’s more scope for humour and irreverence if there isn’t an “official” label, and so on.
Smart internet campaigns therefore not only look to their own work but also to working cooperatively with that the wider mesh of unofficial efforts.
There has just been a symbolic example of the importance of this – the unofficial and still very new Facebook group We got Rage Against the Machine to #1, we can get the Lib Dems into office! has just overtaken the long-established official Liberal Democrat page for number of fans.
UPDATE: Paul Waugh has some useful numbers in the Evening Standard on how the first televised debate boosted the Lib Dem social media numbers, though the biggest boost was to this unofficial Facebook group.