# Prof. Sinan Aral on the importance of social media and data-driven decisions

1 Faculty News April 12, 2013 ![PR Week Logo](/sites/default/files/styles/246w/public/assets/images/prweek192x144.jpg?itok=nV8eYOUN)>

Excerpt from [PR Week](http://www.prweekus.com/big-data-a-big-deal-for-pr-students/article/288210/) -- "Aral demonstrated how social influence – defined as the extent to which one's peers change the likelihood that one engages in a particular behavior – is the primary driver of influence today through social conversations that have usurped the traditional influence power of organizations."

[Read more](http://www.prweekus.com/big-data-a-big-deal-for-pr-students/article/288210/)