Leave your feedback Share Copy URL https://www.pbs.org/newshour/show/extended-interview-expert-analyzes-online-campaign-strategies Email Facebook Twitter LinkedIn Pinterest Tumblr Share on Facebook Share on Twitter Transcript Political analyst and professor Mike Cornfield discusses the online strategies that campaigns are using for the upcoming presidential election. Read the Full Transcript Notice: Transcripts are machine and human generated and lightly edited for accuracy. They may contain errors. JEFFREY BROWN: How do you define the importance of the internet for a presidential campaign today? MIKE CORNFIELD: I would compare it to the use of energy or the use of money. Which is to say you want to be internet efficient.In everything that you do, just as you plug all of your appliances into electricity, you plug all your communications into the internet, or really into information technology, because we have to consider cell phones part of the internet and we have to consider your databases part of the internet. And the campaigns that are doing well are internet efficient. They are getting the most return for the least amount of, or the smartest amount of effort.So what it is you want, it could be money, it could be volunteers, it could be spin control or image management, all of these things involve the internet and the internet in connection with the old media.