Armed With Facebook 'Likes' Alone, Researchers Can Tell Your Race, Gender, and Sexual Orientation - Rebecca J. Rosen - The Atlantic

Like profiling...

"With remarkable accuracy, researchers from the University of Cambridge and Microsoft have been able to discern people's gender, sexuality, age, race, and political affiliation, based solely on their Facebook likes. With significantly less accuracy, they've also tried to predict certain personality traits -- e.g. intelligence, satisfaction with life, emotional stability, conscientiousness -- and though such traits were harden to predict, the researchers were able to come up with lists of "most predictive Likes" for each. It's possible to see how, with a much larger corpus, even certain subtleties of personality could be recognized deep within the idiosyncratic data of Facebook likes."

Armed With Facebook 'Likes' Alone, Researchers Can Tell Your Race, Gender, and Sexual Orientation - Rebecca J. Rosen - The Atlantic