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Assessing the assessment: Measuring personality with Facebook status messages

What do our Facebook posts really say about us? Some dismiss them as just noise, but several research teams are seriously considering social media as a source of psychological data. A common goal of this work is to discover faster or cheaper ways to measure important but elusive variables, like personality, health, and happiness. At the World Well-Being Project, we focus on turning the language from social media into useful new measures.

For example, in a study published last year in PLoS ONE, we searched for traces of age, gender, and personality in a massive amount of social media language: 20 million status updates from 75,000 Facebook users. We found that users’ personality traits could be accurately predicted using only the words in their Facebook status updates. This is consistent with several recent studies [1-6] that suggest that statistical algorithms are surprisingly good at profiling our personalities, especially when they are fed psychologically-rich information like the structure of our Facebook social network or our Facebook likes.

Does this mean that algorithms will replace personality questionnaires?

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