Every time you like something on Facebook, you are sending data about yourself out into the internet world. Now, researchers and advertisers alike are using this data to predict more specific things about you. Laci Green reports on the good and the bad implications of this data mining.
"What you 'like' on Facebook can be revealing"
"Clicking those friendly blue "like" buttons strewn across the Web may be doing more than marking you as a fan of Coca-Cola or Lady Gaga."
"Private traits and attributes are predictable from digital records of human behavior"
"We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orienta- tion, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental sepa- ration, age, and gender."
"You're about to see something amazing: The One Click Personality test"
"myPersonality is a popular Facebook application that allows users to take real psychometric tests, and us to record (with consent!) their psychological and Facebook profile."
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