News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Advertisement
Free Gartner Report:
Drive innovation & collaboration
with the "Everyone's IT" approach.

View the research report
Big Data
Is your endpoint data protected?
Average Rating:
Rate this article:  
Researchers Say Facebook Likes Reveal a Lot About You

Researchers Say Facebook Likes Reveal a Lot  About You
By Jennifer LeClaire

Share
Share on Facebook Share on Twitter Share on Linkedin Share on Google Plus

Privacy advocate Marc Rotenberg 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 is 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."
 



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:



IT departments are embracing cloud backup, but there's a lot you need to know before choosing a service provider. Learn all the critical things you need to know by accessing the white paper, "5 Things You Didn't Know About Cloud Backup". Access the White Paper now.


 Big Data
1.   Experian Debuts Anti-Fraud Platform
2.   Why Is Splunk 'Stream' App Different?
3.   Support for Facebook in NYC Dispute
4.   U.S. Technology Flagged Ebola Early
5.   CenturyLink Expands High-Speed 'Net


advertisement
Why Is Splunk 'Stream' App Different?
Users get real-time wire data access.
Average Rating:
CenturyLink Expands High-Speed 'Net
Aiming to meet needs of business.
Average Rating:
Facebook Faces Privacy Action in EU
Any user can join except in US, Canada.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Find Malicious Android Apps Can Hack Gmail
A new study shows that a weakness in the Android mobile operating system can be used to steal sensitive, personal info from unwitting users. Gmail proved to be the easiest app to attack; Amazon, the hardest.
 
UPS Stores in 24 States Hit by Data Breach
Big Brown has been breached. UPS said that about 105,000 customer transactions at 51 of its UPS Store locations in 24 states could have been compromised between January and August.
 
Cost of Target Data Breach: $148 Million Plus Loss of Trust
The now infamous Target data breach is still costing the company -- and its shareholders -- plenty. In fact, the retailing giant forecast the December 2013 incident cost shareholders $148 million.
 

Enterprise Hardware Spotlight
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 
Feds OK $2.3 Billion IBM-Lenovo x86 Server Deal
IBM and Lenovo are celebrating U.S. approval of their x86-based server deal, having cleared some major security hurdles. The deal makes Lenovo a major player for enterprise data centers.
 
Three New Lenovo PCs Aimed at Business Users
With businesses wanting computing solutions that do more for less money, Lenovo has unveiled three new desktop PCs that it says offer solid computing at a budget-minded price.
 

Mobile Technology Spotlight
Screen Shortage Briefly Puts Brakes on iPhone 6
RAM? Check. Antenna switch? Check. Screen? Oops. Parts suppliers for Apple have found themselves facing a shortage of screens for the new iPhone 6 as next month's release date for the new smartphone looms.
 
Bounty Offered to Coders for Oculus Rift Bugs
Coders who find bugs in software for the Oculus Rift VR immersive headset could receive a reward of at least $500 under Facebook's White Hat bounty program. Facebook acquired Oculus in March.
 
Google Glass Adds Voice Access to Phone Contacts
The latest update to Google Glass will let users access their top 20 phone contacts with voice commands alone. A user can then choose a phone call, Google hangouts, e-mail or text messaging.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.