HOME     MENU     SEARCH     NEWSLETTER    
NEWS & INFORMATION FOR TECHNOLOGY PURCHASERS. UPDATED ABOUT A MINUTE AGO.
You are here: Home / Big Data / Facebook Likes Reveal Lots About You
Barium Ferrite (BaFe):
Higher Capacity, Superior Performance, Longer Archival Life
www.thefutureoftape.com
Researchers Say Facebook Likes Reveal a Lot  About You
Researchers Say Facebook Likes Reveal a Lot About You
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
MARCH
12
2013



What you "Like" on Facebook could come back to haunt you. Cambridge University researchers have shown they can accurately predict intimate personal attributes based on when you choose to click the Like button.

What types of attributes? Race, age, IQ, sexuality, personality, substance use and political views. These insights are not always apparent to the naked eye. Less than 5 percent of gay users, for example, clicked Like on topics like gay marriage. At the same time, even details like whether a user's parents were separated before adulthood were predictable through the Like button.

"We believe that our results, while based on Facebook Likes, apply to a wider range of online behaviors." said Michal Kosinski, operations director at Cambridge's Psychometric Centre, who conducted the research with his Cambridge colleague David Stillwell and Thore Graepel from Microsoft Research.

Microsoft Responds

The implications for marketers are real. With knowledge of intimate personal details, advertisers can better target Facebook users. But privacy advocates are up in arms about the transparency. Researchers are also concerned.

Stillwell said: "I have used Facebook since 2005, and I will continue to do so. But I might be more careful to use the privacy settings that Facebook provides."

Kosinski said he could "imagine situations in which the same data and technology is used to predict political views or sexual orientation, posing threats to freedom or even life."

And Graepel said, "Consumers rightly expect strong privacy protection to be built into the products and services they use and this research may well serve as a reminder for consumers to take a careful approach to sharing information online, utilizing privacy controls and never sharing content with unfamiliar parties."

Should FTC Step In?

Marc Rotenberg, executive director of the Electronic Privacy Information Center, said the study showed it was possible to use the data to infer information about Facebook users that they might not know they were revealing. But he told us he was still concerned about the bigger picture.

"When you like a page, for example, a lot of the data associated with you, including your friends and other likes, gets transferred. The whole social graph goes to the organization and that's a deeper problem that exists with or without the Cambridge study. This has been a problem pretty much from the start," Rotenberg said.

"We feel it's a violation of the 2011 consent order that Facebook agreed to" with the Federal Trade Commission, Rotenberg said.

"We think at this point it's actually on the FTC to take some action to ensure that the company is complying with the consent order. The FTC has the enforcement authority. They really should act."

Tell Us What You Think
Comment:

Name:

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY INTEREST YOU
Forrester study shows 187% ROI with Druva Endpoint Backup: In a commissioned study conducted by Forrester Consulting on behalf of Druva, Forrester found that the costs and benefits for a composite organization with 3,000 inSync users, based on customer interviews, are: 1) 187% return on investment, and 2) Total cost savings and benefits of $3.8 million. Click here to access the study now.
MORE IN BIG DATA
Product Information and Resources for Technology You Can Use To Boost Your Business

NETWORK SECURITY SPOTLIGHT
Using Internet-connected devices without strong passwords is inherently risky, as illustrated by reports that a Russian Web site is showing live footage from thousands of people's webcams.

ENTERPRISE HARDWARE SPOTLIGHT
Doctor Who had K-9, the robot dog that accompanied him on adventures through space. Now, Mountain View has K5, a 5-foot-tall, 300-pound robot security guard patrolling in the Bay Area.

MOBILE TECHNOLOGY SPOTLIGHT
To better its customer service, Comcast is pulling out at least some of the stops. The cable giant has launched an app so you can track the cable guy in real time. It's designed to ease customer frustration.

© Copyright 2014 NewsFactor Network, Inc. All rights reserved. Member of Accuserve Ad Network.