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
Wednesday 11 June 2014
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.
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.
Life & Style blogs
Rugby players risk infectious skin condition by swapping bacteria on shared razors and towels
Jennifer Lawrence nude pictures leaked: Reddit removes 'The Fappening' board dedicated to sharing naked pictures of celebrities
Bulletproof Coffee: is adding butter to your coffee a good way to start the day?
Vogue under fire for 'Big Booty' article
With likes and selfies, the Yes Campaign takes the lead in the Scottish referendum on Facebook
Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
The political class is doing what Hitler couldn’t – destroying Britain
Scottish independence: Nationalist leader Jim Sillars threatens pro-union companies with 'day of reckoning' after independence
Scottish independence: Yes campaign feels the heat as Alex Salmond's NHS claims come under furious attack
Portuguese academic says British are 'filthy, violent and drunk'
£23m Birmingham cycle scheme is attacked by Tory councillor for not catering to the elderly
- 1 Thailand deaths: Pair's bloodied bodies found naked on Koh Tao beach
- 2 Scottish independence: Ireland since 1919 is a lesson for Scotland in what a Yes vote means
- 3 Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
- 4 John Travolta addresses former pilot's gay romance allegations publicly for the first time
- 5 Kanye West stops concert after two fans don't stand up - doesn't realise one is in wheelchair and the other disabled
iJobs Gadgets & Tech
£35000 - £50000 per annum + benefits: Ashdown Group: Senior QA Engineer (Agil...
£40000 - £50000 Per Annum: Clearwater People Solutions Ltd: Our retail client ...
£400 Per Day: Clearwater People Solutions Ltd: Our client are currently seekin...
£45000 Per Annum: Clearwater People Solutions Ltd: Our client based in Chelmsf...