you may see on your facebook newsfeed, it is what goes under line. it starts with the data, understanding who is the person we are talking about. we brought in a whole data science team inside the rnc. they help us build up that huge capability. starting with the observable data we have been building for do decades -- two decades, a lot of times campaigns make the mistake of using that off-line or using that on the phone program or knocking on doors. we have integrated that approach into everything we are doing. our e-mail file is integrated with our voter file. the segments we're moving into an even more into one-to-one all of that is dependent upon of what we understand from people and who was the right person to communicate with. we brought in that out across all channels. >> give us a sense quickly of how digital technology and its use in campaigns has changed from 2004 two today. >> everything old is new. the2004 campaign -- we were first ones to build an app or you can go and download a list of voters and walked the neighborhood on your own. we

new products they can bring on to ticket vintage of what .any of us see as a newsfeed >> they need to hire someone from facebookesting is that is the consumer product side that has changed the most. i have not yet seen, as someone who uses twitter for most of my day, i have not seen any products out there. what am i being sold? click on.no link to > i would buy it. >> kevin ryan was saying that facebook has slow user growth, but they are engaging a whole lot more. that is the same thing that linkedin, our number two, is doing. they have project in fourth-quarter results that are short estimates because linkedin is going to the transition where they have a social media platform into a job recruiting tool, and now they want to be more things to more people. they want to be an interval part of the sales force and a company, marketing, communications professionals, that is what they are trying to do. and the the same time they're trained to move overseas to big markets like china. >> it is just a jobs recruiting tool. is it really anything else? linkedin is wonderful for what they do for job recruiters, but when yo