A recent study commissioned by Google’s nemesis – Facebook – has indicated that already today the Facebook algorithm is a better judge of human personalities and dispositions even than people’s friends, parents and spouses. The study was conducted on 86,220 volunteers who have a Facebook account and who completed a hundred-item personality questionnaire. The Facebook algorithm predicted the volunteers’ answers based on monitoring their Facebook Likes – which webpages, images and clips they tagged with the Like button. The more Likes, the more accurate the predictions. The algorithm’s predictions were compared with those of work colleagues, friends, family members and spouses. Amazingly, the algorithm needed a set of only ten Likes in order to outperform the predictions of work colleagues. It needed seventy Likes to outperform friends, 150 Likes to outperform family members and 300 Likes to outperform spouses. In other words, if you happen to have clicked 300 Likes on your Facebook account, the Facebook algorithm can predict your opinions and desires better than your husband or wife!
Indeed, in some fields the Facebook algorithm did better than the person themself. Participants were asked to evaluate things such as their level of substance use or the size of their social networks. Their judgements were less accurate than those of the algorithm. The research concludes with the following prediction (made by the human authors of the article, not by the Facebook algorithm): ‘People might abandon their own psychological judgements and rely on computers when making important life decisions, such as choosing activities, career paths, or even romantic partners. It is possible that such data-driven decisions will improve people’s lives.’
On a more sinister note, the same study implies that in the next US presidential elections, Facebook could know not only the political opinions of tens of millions of Americans, but also who among them are the critical swing votes, and how these votes might be swung. Facebook could tell you that in Oklahoma the race between Republicans and Democrats is particularly close, Facebook could identify the 32,417 voters who still haven’t made up their mind, and Facebook could determine what each candidate needs to say in order to tip the balance. How could Facebook obtain this priceless political data? We provide it for free.
In the high days of European imperialism, conquistadors and merchants bought entire islands and countries in exchange for coloured beads. In the twenty-first century our personal data is probably the most valuable resource most humans still have to offer, and we are giving it to the tech giants in exchange for email services and funny cat videos.
