From The Wall Street Journal:
A study of 58,000 U.S. Facebook users, reported in the Proceedings of the National Academy of Sciences, arises from an emerging discipline in which experts sift through extremely large digital data sets, such as collections of web searches or Twitter messages, for subtle patterns and relationships. It highlights the power and risks of digital demographics, which are the key to targeted online advertising, experts said.
“People who share the ‘Likes’ do not realize that they are sharing very private issues as well,” said psychologist Michal Kosinski of the U.K.’s Cambridge University, who led the study. “The predictions based on ‘Likes’ are very fine-tuned and very much on the personal level.”
Continue reading the rest of the story on The Wall Street Journal