This is an interesting development in using data to analyse personality. The use of the Facebook Like button can apparently determine openness of character something previously hard to analyse.
The angle that this data analysis will be used in the future in determining recruitment decisions will provide further issues on the use of social media and human rights.
If there is one thing we can be sure of for the future, besides death and taxes, is that the area of privacy and social media is going to develop at an exponential rate. Watch this space!
Computers can determine your personality better than friends, just by analysing the posts you have 'liked' on Facebook, a Cambridge University study has shown. By analysing self-reported personality scores for what are known as the "big five" psychological traits - openness, conscientiousness, extroversion, agreeableness, and neuroticism - have created an algorithm which can accurately predict personalities simply based on Facebook interactions. And, surprisingly, it knows your character better than your close friends. The team found that their software was able to predict a study participant's personality more accurately than a work colleague by analysing just 10 'Likes'. Inputting 70 'Likes' allowed it to obtain a truer picture of someone's character than a friend or room-mate, while 150 'Likes' outperformed a parent, sibling or partners. It took 300 'Likes' before the programme was able to judge character better than a spouse.