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It's Science: Facebook Knows You Better Than Your Friends Image Source: LinkedIn
If you've liked more than 70 items on Facebook, it knows you better than your friends. Image Source: Flickr/Erik Cleves Kritensen
150 likes and it knows you better than your family. Image Source: Flickr/James Thompson
300 likes and it knows you better than your spouse. Image Source: Flickr/Brian Tomlinson
That's according to a recent study from researchers at University of Cambridge and Stanford University. Source: PNAS
When Facebook announced its 1 billionth user in 2012 ...
When Facebook announced its 1 billionth user in 2012 ... It also said it had accumulated over 1.13 trillion likes. Source: Facebook
Keep in mind likes have only been around since 2009, so the average is likely even higher today.
Suffice it to say, Facebook probably knows your personality better than anyone in the world.
So, what can Facebook do with all its data?
It can show you more interesting items in your News Feed.
It can use the data to target advertisements.
And ad targeting is improving. Average ad revenue per user increased 27% last quarter Ad prices increased 220%
But Facebook's personality data coupled with its social graph could enable Facebook to enter other verticals.
It could license its data to researchers and organizations that require people to submit personality profiles.
Twitter generated over $100 million from licensing its data last year.
And Facebook has five-times as many users.
Facebook could create a recruiting platform to connect users with jobs that suit their personality.
LinkedIn generated $1.3 billion from its Talent Solutions product last year.
And its users are hardly engaged compared to Facebook.
Facebook could even build a dating app to take advantage of its personality data and social graph.
The online dating industry generated $2.2 billion in the U.S. alone last year. Source: Washington Post
Few other companies can boast personality profiles as accurate as Facebook's.
Search history is another good indicator of personality.
As is purchase history.
Facebook is working to enter both of those markets.
And its reach is as wide as any company in the world.
So, it knows more about more people than anyone in the world.
And it understands you better every day.
The researchers believe that increasing the number of likes beyond what was available in the study could further boost the accuracy of their personality model.
So, click that Facebook like button!
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