This is what you look like to advertisers online

Online tool lets you analyse your social media profile using five attributes: extraversion, agreeableness, conscientiousness, neuroticism and openness

Do you think your friends on Facebook are judgy? They’ve got nothing on marketers, who will pore over the language you use on social media in order to work out exactly which adverts will best grab your attention.

Usually this sort of analysis happens behind the scenes but a new online tool based on a sociological study from 2012 allows you to apply the sort of mechanisms used by companies like Facebook and Google to your own online presence.

Click here to try out the tool

Created by a start-up named Five, the website connects to your Facebook account and filters through your past statuses to determine how you fit with five personality traits: extraversion, agreeableness, conscientiousness, neuroticism and openness.

Each attribute is linked to clusters of words and emoticons which were first defined by the academic study carried out by the University of Pennsylvania. Researchers compared personality questionnaires filled out by 75,000 volunteers with some 700 million words and phrases from their Facebook accounts in order to find which linguistic patterns best matched certain traits.

Barack Obama's profile said he was 'disciplined, inventive, confident, assertive, analytical'. Good job he's president too.

Most of the correlations aren’t too surprising, with individuals who used words like ‘party’, ‘excited’, ‘weekend’ and ‘love you’ associated with extraversion while swear words and phrases like ‘sick of’ and ‘why do I’ were more likely to be used by neurotic individuals.

Nikita Bier, the co-founder of Five, told the New York Times that based on responses to the site (via Twitter, naturally) people were quite happy with the personalities they were identified as. “Only about 10 per cent said we were outright wrong about them,” said Mr Bier.

“The predictive qualities of the five types are good for advertising,” Mr Bier explained. “People who are more open go to coffee shops, and have interesting apartments. You might want to give them an ad for Ikea. Neurotic people worry about their health, so you might pitch them vitamins.”

The app also lets you compare your profile to certain well known social media users - including Barack Obama, Bill Gates and Mark Zuckerberg. Although high profile individuals like these tend to polish their online utterances to an un-human sheen (Mr Obama's '95 per cent conscientious' sounds very presidential) it's true we're all guilty of making similar calculations to at least some degree. Or, at least, that's what my 65 per cent neuroticism is telling me.

News
news
New Articles
tvDownton Abbey Christmas special
Arts and Entertainment
Wolf (Nathan McMullen), Ian (Dan Starky), The Doctor (Peter Capaldi), Clara (Jenna Coleman), Santa Claus (Nick Frost) in the Doctor Who Christmas Special (BBC/Photographer: David Venni)
tvOur review of the Doctor Who Christmas Special
News
peopleIt seems you can't silence Katie Hopkins, even on Christmas Day...
PROMOTED VIDEO
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
News
i100
Arts and Entertainment
Jenna Coleman as Clara Oswald in the Doctor Who Christmas special
tvForget the rumours that Clara Oswald would be quitting the Tardis
Arts and Entertainment
Japanese artist Megumi Igarashi showing a small mascot shaped like a vagina
art
Life and Style
fashion
Arts and Entertainment
Left to right: Stanley Tucci, Sophie Grabol and Christopher Eccleston in ‘Fortitude’
tvSo Sky Atlantic arrived in Iceland to film their new and supposedly snow-bound series 'Fortitude'...
Arts and Entertainment
tv
News
The Queen delivers her Christmas message
newsTwitter reacts to Her Majesty's Christmas Message
Sport
sport
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Ashdown Group: Moodle Developer (PHP ,Linux, Apache, MySQL, Moodle)

    £35000 - £45000 per annum: Ashdown Group: Moodle Developer (PHP ,Linux, Apache...

    Recruitment Genius: Web Developer

    £17000 - £30000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Recruitment Genius: Junior .NET Web Developer - Winform / MVC

    £21000 - £26000 per annum: Recruitment Genius: This Award-winning pharma softw...

    Recruitment Genius: Senior Java Developer

    £30000 - £45000 per annum: Recruitment Genius: A Senior Java Developer is requ...

    Day In a Page

    A Christmas without hope: Fears grow in Gaza that the conflict with Israel will soon reignite

    Christmas without hope

    Gaza fears grow that conflict with Israel will soon reignite
    After 150 years, you can finally visit the grisliest museum in the country

    The 'Black Museum'

    After 150 years, you can finally visit Britain's grisliest museum
    No ho-ho-hos with Nick Frost's badass Santa

    No ho-ho-hos with Nick Frost's badass Santa

    Doctor Who Christmas Special TV review
    Chilly Christmas: Swimmers take festive dip for charity

    Chilly Christmas

    Swimmers dive into freezing British waters for charity
    Veterans' hostel 'overwhelmed by kindness' for festive dinner

    Homeless Veterans appeal

    In 2010, Sgt Gary Jamieson stepped on an IED in Afghanistan and lost his legs and an arm. He reveals what, and who, helped him to make a remarkable recovery
    Isis in Iraq: Yazidi girls killing themselves to escape rape and imprisonment by militants

    'Jilan killed herself in the bathroom. She cut her wrists and hanged herself'

    Yazidi girls killing themselves to escape rape and imprisonment
    Ed Balls interview: 'If I think about the deficit when I'm playing the piano, it all goes wrong'

    Ed Balls interview

    'If I think about the deficit when I'm playing the piano, it all goes wrong'
    He's behind you, dude!

    US stars in UK panto

    From David Hasselhoff to Jerry Hall
    Grace Dent's Christmas Quiz: What are you – a festive curmudgeon or top of the tree?

    Grace Dent's Christmas Quiz

    What are you – a festive curmudgeon or top of the tree?
    Nasa planning to build cloud cities in airships above Venus

    Nasa planning to build cloud cities in airships above Venus

    Planet’s surface is inhospitable to humans but 30 miles above it is almost perfect
    Surrounded by high-rise flats is a little house filled with Lebanon’s history - clocks, rifles, frogmen’s uniforms and colonial helmets

    Clocks, rifles, swords, frogmen’s uniforms

    Surrounded by high-rise flats is a little house filled with Lebanon’s history
    Return to Gaza: Four months on, the wounds left by Israel's bombardment have not yet healed

    Four months after the bombardment, Gaza’s wounds are yet to heal

    Kim Sengupta is reunited with a man whose plight mirrors the suffering of the Palestinian people
    Gastric surgery: Is it really the answer to the UK's obesity epidemic?

    Is gastric surgery really the answer to the UK's obesity epidemic?

    Critics argue that it’s crazy to operate on healthy people just to stop them eating
    Homeless Veterans appeal: Christmas charity auction Part 2 - now LIVE

    Homeless Veterans appeal: Christmas charity auction

    Bid on original art, or trips of a lifetime to Africa or the 'Corrie' set, and help Homeless Veterans
    Pantomime rings the changes to welcome autistic theatre-goers

    Autism-friendly theatre

    Pantomime leads the pack in quest to welcome all