What Facebook knows about us? Just one click and you’ll get the idea

It’s called Magic Apply Sauce and is a software developed by researchers at the center of psychometrics University of Cambridge.Simply login with the credentials that we use for the social network to get a picture of our personality.

LOOK at those like. Yes, because thanks to them Facebook is able to predict our personality better than anyone else: even relatives, boyfriends, friends and colleagues. Are you doubtful? Well, to support it are researchers at the center of psychometrics University of Cambridge. And to prove their point they developed a software revelatory capacity that Mark Zuckerberg of profilarci. All through the algorithmic analysis of our so-called “like” that are compared to those of six million people, used as a sample.

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So just log on to Apply Magic Sauce through the social network and instantly get the results. It ranges from our psychological age to our political or religious faith, through education, sexual orientation and the degree of personal satisfaction. As well as the ability to work in groups, or reflection, and our level of competitiveness.

To come out is, in short, a general picture of our personality. More appropriate in some areas, such as the electoral sympathies where “like” is more reliable, and less in others, sex and relationship status.

“By giving users these data fairly harmless, we want to show the forecasts that Facebook can do about them,” he said in an interview with the Daily MailDavid Stillwell who oversaw the project.

“One of the challenges presented to us our modern life online is the fact that data are collected on us. And the predictions made. But we never get to see what Facebook does behind the scenes.” EXPERIMENT : “Male, liberal, love art, scrupulous”: my test machine with the Likes Of course, it is just a joke, it does not take into account the fact that often we insert information phony or “like” put out of curiosity or inattention.

And, in general, its reliability leaves something ‘to be desired. The journalist Mic Sophie Kleeman, for example, noted that based on the results of her tests she should be a man of 29 years, when in fact it has 23 years and is a woman.

Also what it is now known that all of our daily activities on the Internet – known as fingerprints – are used by high-tech companies to profilarci.After all, is not the first time that researchers, or enthusiasts, develop similar tools for their give us a try.

Among others: Immersion , a weblog MIT able to create a picture of our social relations as the use we make of electronic mail;and FiveLabs that tried to analyze our personality sifting through the posts on the bulletin board.

“But the project is interesting because it does not provide absolute results, but contextualized in degrees of belonging to a specific profile,” commented Davide Bennato, sociology professor of digital media at the University of Catania, and author of the computer as macroscope. Big data and computational approach to understanding the social and cultural changes.


While with regard to possible errors “algorithms are very effective in developing a profile of users online. But you have to remember two things. First, incorporate a specific scientific theory, so their capacity for analysis is the result of a good theory reference and not the sophistication of the software.


Second, these technologies are very limited in terms of culture and language. “It also gives a positive Quattrociocchi Walter, researcher IMT Lucca: “It is a good example of what you can do with the Computational social science, ie science that, by analyzing data of people through algorithms, study sociological phenomena, “he explains. But he warns:

“In fact Facebook is able to understand a lot more than these simple analysis: can study our emotions, our tastes, can geolocalizzarci, and even to understand our susceptibility to hoaxes . ” Apply Magic Sauce, then, it is just a taste.

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