Should even more caution be exercised when using the Like button on Facebook? By studying about 58,000 Facebook users in the U.S. British researchers found out that based on the “Like” data the characteristics of Facebook users can be determined quite accurately. Does this research now show that we are not that far away from being transparent humans? At least on the Internet?
Especially with the help of Facebook’s „Like“ button we (voluntarily) reveal quite a lot about our preferences and personality. With a mathematical model serving as basis for this study the “Likes” of images, status notices, or other websites were used to create a quite accurate personal profile. The Facebook data permit conclusions to the personality of the user with a precision of up to 95%.