The 2016 election marches on, with Donald Trump and Hillary Clinton battling for voters in televised addresses, in swing states and online.

Social media was a fairly novel element in the 2008 election and more noticible in 2012. This year, it is fully incorporated into the election, with campaign staffers tweeting speeches and polls, candidates hosting conversations on Facebook and everyone documenting the election on Instagram.

While Clinton has been fairly traditional, Donald Trump’s use of social media has been different — and sometimes divisive. How do the candidates reconcile their online personas with their personal brands? And how important is an online following to returns at the ballot box? 

Zeynep Tufekci, professor at the University of North Carolina, joined Marketplace Weekend to discuss social media and the campaigns. 

To listen to the full interview, tune in using the player above.