The proposed use of interactive electronic media to dynamically shape policy is very interesting and well supported by current thinking in social change theory. Rather than relying on 'information' in the form of feedback from traditional evaluation exercises on development policy effectiveness, the current and emerging technologies described in the article provide the platform for development policymakers, if they are interested, to participate in real-time 'conversations' with the governments, communities, peoples whose prospects they are seeking to improve - whether that be pre- or post-policy development. Of course, layers of complexity in the 'conversation' occasioned by language, diversity of view, culture and politics will present their own challenges, but this is an insufficient reason to balk at the opportunities presented by social media.