I have spent most of the last fortnight working abroad, so I have not been out campaigning for Labour on the doorstep and I have got most of my political news via Twitter. This puts me in exactly the worst place to reflect on Labour’s response to the United Kingdom Independence party poster campaign, but that is what I am going to do.

One of the problems with social media is that it tends to reinforce rather than to challenge our views. On Twitter I follow people who I broadly agree with or who are at least politically interested and literate. I have admired the wit of many of the ‘redesigned’ Ukip posters doing the rounds this week.  However I have also felt uneasy about the suggestions that they are racist and the implication that, therefore so are the likely Ukip voters. As I tweeted myself, I am not convinced that condemning the many voters thinking of voting Ukip as stupid racists is a good electoral strategy.

There are undoubtedly some racist Ukip candidates as we have also seen demonstrated via their Twitter accounts in recent days. Beating them requires more than simply identifying and condemning their views.

Firstly, the posters themselves are not racist. In fact some of them reflect our policy – we think there are too many people unemployed in the European Union; we have pledged to outlaw agencies that only provide work for non-British people and to restrict access to benefits. There are enormous economic and social benefits from being in the EU and subject to freedom of movement, but as I have often argued, failing to also recognise the potential impact for some workers at a micro level would suggest that we are out of touch.

Matt Goodwin and Robert Ford in their excellent analysis of Ukip and their supporters, ‘Revolt on the Right’, identify Ukip supporters as ‘left behind’ by economic and political developments.

Did we not learn from ‘bigotgate’ in 2010 that there are many potential and actual Labour voters who feel all the frustrations and insecurities expressed by the Ukip poster campaign? Telling them they are wrong – and worse, closet racists – is unlikely to win their support.

So what should our response be?

Let us keep things in perspective. The majority of any demographic group reject Ukip, so I do not propose fundamental change in policy or campaigns; but a consideration of where Ukip support comes from can inform campaign tactics and communication.

We should spend a lot less time talking and writing about Ukip. I hear the cries of ‘hypocrite’ from those who have got this far through my piece. If I were a candidate, the last thing I would be doing is talking about or tweeting about Ukip. I would be out on the doorstep listening to those who think they are being ignored, responding with local facts and evidence and talking up Labour plans to ensure that the cost of living crisis is tackled and that everyone benefits from EU membership and economic growth.

We should be sensitive to the fact that support for Ukip is not just about political alienation from the EU and Westminster but also about those who feel left behind by economic progress. We are right to argue that current economic growth is not lifting all. There are a group of former industrial workers who have consistently seen their political representation and the basis for their economic security undermined in the last few decades.

The language of modern politics is change and hope expressed by well-educated, mobile young people. Without relative youth and good education and transferable skills, economic change does not offer hope, but rather insecurity and loss of employment and status. To embrace change, you need youth, education and financial security. Economic and social security is a foundation for aspiration.

The BNP and Ukip have a different history and policies, but are there lessons to be learned from the defeat of BNP?

The BNP were successful where Labour had left a political and a campaigning vacuum. Ukip focus on their alienation from the political ‘elite’ and the ‘cardboard cut out careerists in Westminster’. The way to resist any electoral threat from Ukip is not to play to the paranoia, but to occupy the space and engage the ‘left behinds’. Our candidates and their campaigning teams are the key antidote to scepticism about politics – do not bang on about engagement and ‘opening up politics’, bang on a few doors.

Despite the depressing rhetoric and relative success of Ukip at the moment, we should be optimistic we can win back support from the significant number of voters who could be Labour, but are currently Ukip.

Ukip are growing their support by claiming to represent the disenfranchised – the last party to successfully do this was Labour. Incidentally, the potential role for the trade unions in responding to the needs of those who feel that economic development has left them behind is a subject for a whole other piece! But nevertheless we have the economic message and the local campaigning strength to re-engage those losing faith in politics and economics. I will do my bit by spending less time on Twitter and more time on the doorstep.

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Jacqui Smith is a former home secretary, writes the Monday Politics column for Progress, and tweets @smithjj62

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