so during any one election cycle, facebook might change their algorithm to reward videos asa poseded to static content. or links to facebook's own content as opposed to outside content. or visual information as opposed to text information. these things constantly change. as a bake medium for campaign communication campaigns have to be sensitive to looking at their analytic and the data they have about coming in about the reach and engagement their content is receiving on platform suf as fable in order to figure out the most effective content we can use in that moment of time and have to to adapt tho get better reach on their platform. >> host: daniel kreiss is a professor of university of north carolina. his first book, taking our country back and his book, "prototype politics: the making and unmaking of technological innovation in the republican and democratic parties, 2000-2014" has the digital portion of the campaign been integrated into the larger organization or is it still a separate unit? >> guest: this is something that has been a struggle for years. one thing you see the bro