The Hype Machine: Creating Engagement, Insight and Action in the Social Economy
Wednesday, May 5, 2021
11:10 AM - 11:30 AM (EDT)
Sinan Aral

Social Media's meteoric rise has disrupted our democracies, our economies and our public health. The Capital Riot and GameStock's stock price bubble are recent examples, but there are new disruptions nearly every week. For marketers and business leaders alike, understanding how social media works to change opinions, behaviors and business outcomes is now essential to competitive advantage.

Join Sinan Aral, Director of the MIT Initiative on the Digital Economy and author of "The Hype Machine," as he gets under the hood of social media to describe the cutting edge science of how it works to create engagement, insight and action.

Attend this session and learn:

  • The neuroscience behind how social media changes our beliefs, behaviors and perceptions
  • How to rigorously measure ROI to maximize the impact of social media and digital marketing
  • How to optimize an Integrated Digital Marketing (IDM) program to maximize returns and engagement


Sinan Aral, Director, MIT Initiative on the Digital Economy

Session Type
Main Stage