"Albert Einstein's face is still one of the most recognizable in the world and he's widely considered to be the first modern-day celebrity. While many of his discoveries continue to define our daily lives, it's not just his genius that continues to shape our world. Today, more people know Einstein as an icon rather than a theorist-decades after his death, he's a celebrity with a massive online following. The Einstein Effect shows all the ways his influence is still with us today-in our systems and in our culture. Interspersed between chapters on his long-lasting scientific legacy, author Benyamin Cohen (the mind behind Einstein's Twitter account!) also tells the story of how Einstein became an unlikely social media figure and pop culture icon in the modern age"--