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We are already aware that our every move online is tracked and analyzed. But you 2-53
couldn't have known how much Facebook can learn about you from the smallest of
social interactions - a 'like'*.
(1)
Researchers from the University of Cambridge designed (2) a simple machine-learning 2-54
system to predict Facebook users' personal information based solely on which pages they
had liked.
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"We were completely surprised by the accuracy of the predictions," says Michael 2-55
Kosinski, lead researcher of the project. Kosinski and colleagues built the system by
scanning likes for a sample of 58,000 volunteers, and matching them up with other
10 profile details such as age, gender, and relationship status. They also matched up those
likes with the results of personality and intelligence tests the volunteers had taken. The
team then used their model to make predictions about other volunteers, based solely on
their likes.
The system can distinguish between the profiles of black and white Facebook users,
15 getting it right 95 percent of the time. It was also 90 percent accurate in separating
males and females, Democrats and Republicans. Personality traits like openness and
intelligence were also estimated based on likes, and were as accurate in some areas as a
standard personality test designed for the task. Mixing what a user likes with many kinds
of other data from their real-life activities could improve these predictions even more.
20 Voting records, utility bills and marriage records are already being added to Facebook's
database, where they are easier to analyze. Facebook recently partnered with offline data
companies, which all collect this kind of information. This move will allow even
deeper insights into the behavior of the web users.
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(3) -
Sarah Downey, a lawyer and analyst with a privacy technology company, foresees
insurers using the information gained by Facebook to help them identify risky customers,
and perhaps charge them with higher fees. But there are potential benefits for users, too.
Kosinski suggests that Facebook could end up as an online locker for your personal
information, releasing your profiles at your command to help you with career planning.
Downey says the research is the first solid example of the kinds of insights that can
be made through Facebook. "This study is a great example of how the little things you
do online show so much about you,โ she says. "You might not remember liking things,
"
but Facebook remembers and (4) it all adds up.",
* a 'like': ใใงใคในใใใฏไธใงๅไบบใฎๅฅฝใฟใ่กจ็คบใใๆฉ่ฝใ ๆฅๆฌ่ช็ใฎใใงใคในใใใฏใงใฏใใใใญ!ใ ใจ่กจ่จใใใใ
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