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.

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Sport
Diego Costa, Ross Barkley, Arsene Wenger, Brendan Rodgers, Alan Pardew and Christian Eriksen
footballRodgers is right to be looking over his shoulder, while something must be done about diving
News
The illusionist believes hypnotism helped him to deal with the lack of control he felt growing up
people'It’s not that people react badly to it – they really don't care'
News
i100
Life and Style
tech
Life and Style
gaming
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

    Ampersand Consulting LLP: Network / Systems Administrator (LAN, WAN, Windows)

    £38000 - £42000 per annum + Bonus and Benefits: Ampersand Consulting LLP: Netw...

    Recruitment Genius: IT Support Engineer - 1st Line

    £18000 per annum: Recruitment Genius: This IT support organisation focuses on ...

    Ashdown Group: IT Support Analyst (Windows, Active Directory) - London £26k

    £26000 per annum: Ashdown Group: Technical Support Analyst / IT Support Analys...

    Ashdown Group: Part time Network Support Analyst / Windows Systems Administrat

    £30 per hour: Ashdown Group: An industry leading and well established business...

    Day In a Page

    In a world of Saudi bullying, right-wing Israeli ministers and the twilight of Obama, Iran is looking like a possible policeman of the Gulf

    Iran is shifting from pariah to possible future policeman of the Gulf

    Robert Fisk on our crisis with Iran
    The young are the new poor: A third of young people pushed into poverty

    The young are the new poor

    Sharp increase in the number of under-25s living in poverty
    Greens on the march: ‘We could be on the edge of something very big’

    Greens on the march

    ‘We could be on the edge of something very big’
    Revealed: the case against Bill Cosby - through the stories of his accusers

    Revealed: the case against Bill Cosby

    Through the stories of his accusers
    Why are words like 'mongol' and 'mongoloid' still bandied about as insults?

    The Meaning of Mongol

    Why are the words 'mongol' and 'mongoloid' still bandied about as insults?
    Mau Mau uprising: Kenyans still waiting for justice join class action over Britain's role in the emergency

    Kenyans still waiting for justice over Mau Mau uprising

    Thousands join class action over Britain's role in the emergency
    Isis in Iraq: The trauma of the last six months has overwhelmed the remaining Christians in the country

    The last Christians in Iraq

    After 2,000 years, a community will try anything – including pretending to convert to Islam – to avoid losing everything, says Patrick Cockburn
    Black Friday: Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

    Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

    Britain braced for Black Friday
    Bill Cosby's persona goes from America's dad to date-rape drugs

    From America's dad to date-rape drugs

    Stories of Bill Cosby's alleged sexual assaults may have circulated widely in Hollywood, but they came as a shock to fans, says Rupert Cornwell
    Clare Balding: 'Women's sport is kicking off at last'

    Clare Balding: 'Women's sport is kicking off at last'

    As fans flock to see England women's Wembley debut against Germany, the TV presenter on an exciting 'sea change'
    Oh come, all ye multi-faithful: The Christmas jumper is in fashion, but should you wear your religion on your sleeve?

    Oh come, all ye multi-faithful

    The Christmas jumper is in fashion, but should you wear your religion on your sleeve?
    Dr Charles Heatley: The GP off to do battle in the war against Ebola

    The GP off to do battle in the war against Ebola

    Dr Charles Heatley on joining the NHS volunteers' team bound for Sierra Leone
    Flogging vlogging: First video bloggers conquered YouTube. Now they want us to buy their books

    Flogging vlogging

    First video bloggers conquered YouTube. Now they want us to buy their books
    Saturday Night Live vs The Daily Show: US channels wage comedy star wars

    Saturday Night Live vs The Daily Show

    US channels wage comedy star wars
    When is a wine made in Piedmont not a Piemonte wine? When EU rules make Italian vineyards invisible

    When is a wine made in Piedmont not a Piemonte wine?

    When EU rules make Italian vineyards invisible