New Ad Software Deciphers Your Personality
July 31, 2012 --
No matter how many cautionary tales about the perils of social media emerge, there are still high-profile falls as a result of social media fails. The latest Twitter takedown happened to Swiss soccer player Michel Morganella. Shortly after the South Korean soccer team beat the Swiss in an Olympic preliminary match, Morganella "quoted a message in French slang that expressed hostility to South Koreans and questioned their intelligence," according to the New York Times. Although Morganella quickly apologized and removed the offending tweet from his feed, the Swiss Olympic delegation elected to expel the athlete from the games, on the grounds that his comments violated the Olympic Charter. Morganella isn't the first person to have his life turned upside down by 140 characters or less.
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Greek triple-jumper Voula Papachristou had her spot in the 2012 Summer Olympics in London. In a matter of days, she would have taken to the field and competed against fellow athletes from around the world for her shot at gold and the Olympic dream. But before she even had the chance to march with her countrymen, Papachristou made a mistake that probably could not have happened at any other Olympics in history: She took to Twitter, and posted something she shouldn't have. This is the racist tweet that cost Papachristou the games: "With so many Africans in Greece… At least the West Nile mosquitoes will eat home made food!!!"
In 2010, after a rugby match between the Australian Wallabies and the South African Springboks, Australian swimmer Stephanie Rice took to Twitter to celebrate her home country's win. Her message to the South African team? "Suck on that, f-----s!" According to the Sydney Morning Herald, the episode cost her a sponsorship deal with Jaguar, which included a $100,000-plus XF car.
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Actress Kristen Stewart's Twitter account might not be to blame for the recent scandal surrounding her relationship with Twilight series co-star Robert Pattinson. But Twitter did play a role. Stewart has admitted to having an affair with "Snow White and the Huntsman" director Rupert Sanders. Stewart played the lead role in the film, and Sanders' wife, Liberty Ross, had a role as the title character's mother. Prior to Stewart and Sanders confessing to their fling, Ross posted a series of cryptic tweets that appeared to allude to the affair. Her last tweet was a simple, "Wow," before the actress deleted her account.
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In the midst of the Arab Spring that brought revolution to Egypt, Kenneth Cole apparently saw a social media marketing opportunity. The fashion designer tweeted the following in 2011: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo" Cole removed the tweet and issued an apology, but that didn't stop a wave of criticism by Twitter users for what were considered insensitive and highly offensive remarks. As Mashable reported on the incident, spoof accounts mocking Cole soon cropped up, with tweets such as: "Our new slingback pumps would make Anne Frank come out of hiding! #KennethColeTweets"
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New York congressman Anthony Weiner lost his office as a result of making a very private photo public to his thousands of Twitter followers in 2011. The congressman originally alleged that a photo of his crotch appeared on the microblogging site as a result of the account being hacked. He later admitted that he had in fact tweeted the photo himself, but meant to send it privately to a young woman. The admission led to allegations Weiner had been unfaithful to his wife, an aide to Secretary of State Hillary Clinton. Dubbed Weinergate, the episode forced the congressman's resignation after even members of his own party called for him to vacate his seat.
BLOG: 'Weinergate' Reveals Perils of Tweeting in Public Eye
A racy photo also sparked a firestorm for Meghan McCain where she tweeted this image of herself on her Twitter feed. Alongside the photo, McCain tweeted: "(My) 'spontaneous' night in is my Andy Warhol biography and takeout. ... I'm getting old." McCain threatened to delete her account after receiving a torrent of criticism mixed with outright insult. She later apologized for the photo.
Courtney Love might not have had her reputation damaged by Twitter. But it sure took a toll on her bank account. After Love tweeted a rant against fashion designer Dawn Simorangkir in 2009, the Hole frontwoman was sued in 2011 for making defamatory comments that Simorangkir claims ruined her reputation and cost her millions. Love ended up paying out a settlement of $430,000, according to CBS News. The incident made Love the first person in history sued for comments posted on Twitter. A year later, Love was sued again by Rhonda Holmes, a San Diego lawyer, for tweets dating back to 2010. The case is currently still pending a judgment.
While covering the revolt that would overthrow Egypt's Hosni Mubarak, CBS News correspondent Lara Logan (pictured here) was sexually assaulted by a mob of Egyptian men. Shortly after the incident, Nir Rosen, a journalist who had a fellowship with New York University (NYU), tweeted the following: "Lara Logan had to outdo Anderson. Where was her buddy McCrystal." He also described her as a "war monger." Claiming he didn't recognize the seriousness of the assault on Logan, Rosen later apologized and resigned from his post at NYU.
Rosen isn't the only journalist to derail a career on Twitter. In 2010, CNN's senior editor of Middle East affairs, Octavia Nasr, tweeted: "Sad to hear of the passing of Sayyed Mohammad Hussein Fadlallah.. One of Hezbollah’s giants I respect a lot.." Hezbollah is designated by the United States as a terrorist organization. Nasr quickly backpedaled and apologized, claiming she wasn't endorsing the Fadlallah's work as a terrorist, but rather praising his efforts to push for women's rights, according to the New York Daily News. CNN fired Fadalallah for her tweets.
If tweeting something favorable about a terrorist weren't bad enough, Wisconsin state senate candidate Dane Deutsch in 2010 posted a tweet that seemed to support Adolf Hitler. The message read: "Hitler and Lincoln were both strong leaders. Lincoln's character made him the greater leader whose legacy and leadership still lives on!" Deutsch intended his comments to mean that Hitler was a powerful demagogue, but ultimately the nuance of his message doesn't lend itself well to political soundbites. Deutsch lost the election.
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Advertising software in development will get to know you — and how. IBM is testing new software that analyzes Twitter users’ posts for key personality traits. Ads could then automatically change to target introverts, extroverts and everything between.
IBM’s software can takes hundreds or thousands of a person’s public Twitter posts and analyzes them for personality traits such as extroversion, agreeableness, conscientiousness, neuroticism, openness to experience as well as values like hedonism, conservatism, curiosity and social harmony, Tom Simonite reported in Technology Review. Then the software uses that analysis to customize ads that are most likely to elicit a response.
“We want to use social media to derive information about an individual,” Michelle Zhou, IBM’s leader of the User Systems and Experience Research Group, told Simonite. “People with different personalities want something different.”
This software could be used to send more effective marketing emails or messages that appear when users log into social media accounts. Or it could be deployed in customer service as a way to minimize apoplexy. Currently IBM is collaborating with customers to test its new software.
The potential hurdle to analysis: People who use Twitter in a specialized way — like journalists tweeting about their beats, Zhou told Tech Review. Anyone who’s had ad recommendations pop up after doing work- or school-related research online knows that. But generally tweets can be an indication of someone’s personality. IBM compared Twitter activity with psychological questionnaires to create its models.
Of course IBM’s goal here is to just take what Amazon.com already does with its recommendations a step further. If online ads stop being for academic degrees I don’t need and wireless insurance I don’t want, fine. If they can show me sales at local cheese shops and discounts on bike tune-ups instead, then go ahead, analyze the heck out of my tweets.
Credit: Green Mamba via Flickr