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Old 03-12-2013, 11:44 AM   #11
BendtheBar
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Facebook reveals secrets you haven’t shared - FT.com

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High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. Facebook reveals secrets you haven’t shared - FT.com

The algorithms were 88 per cent accurate in predicting male sexual orientation, 95 per cent for race and 80 per cent for religion and political leanings. Personality types and emotional stability were also predicted with accuracy ranging from 62-75 per cent.
Facebook declined to comment.
The study highlights growing concerns about social networks and how data trails can be mined for sensitive information, even when people attempt to keep information about themselves private. Less than 5 per cent of users predicted to be gay, for example, were connected with explicitly gay groups.
Michal Kosinksi, one of the report’s authors, told the Financial Times that the university’s techniques could easily be replicated by companies to infer personal attributes a person did not wish to share, such as sexual orientation or political views: “We used very simple and generic methods. Marketing companies and internet companies could spend much more time and resources, and hence get much higher accuracy than we did.”
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