Did you know that whenever you click on the “Like” button on social media or Facebook, you are telling the world a little bit more about yourself?Click To Tweet
All the activities we do online, whether its viewing an image, tweeting a message, liking a page, or responding to a comment, creates a digital footprint of ourselves. Put these social media elements all together, and it gives scientists a basis on how to measure our personalities.
Researchers from UK’s University of Cambridge have come up with a free online tool that provides a psychometric profile of a user based on his Facebook activities over the past years. “Apply Magic Sauce,” as the program is titled, uses unique algorithms to gather one’s likes and to create a profile founded on the Big 5 Personality Traits: Openness, conscientiousness, extraversion, agreeableness, and neuroticism.
How are the results of the “Apply Magic Sauce” test useful to us social media users? Besides being able to get a near-accurate read on your personality type, we can find various applications to the data that can be gathered from this study.
In terms of companies who want to profile their consumer base, this psychometric study can help businesses to better understand what their targets want. What brands are more credible to buyers on social media? How can products or services be improved or streamlined to tailor to consumer needs more effectively? Such are the questions that can be better answered through the Facebook tool.
What’s more, companies that gather the personality profiles of their clients can better gauge how they can train their current employees to serve better. If there are existing protocols or policies in the business, then they can be optimized to suit the preferences of consumers. In the end, the goal of “Apply Magic Sauce” is to allow businesses to create relationships with their customers, not on a shallow superficial level, but on a level that is based on how they trust the brand they use, and how the brand impacts their lives.
The Psychometrics Centre at the University of Cambridge is comprised of esteemed members of the academe, all specializing in creating tools for behavioral assessment. With hundreds of research grants and publications under their belt, the Psychometrics Centre aims to provide useful and accurate clinical, psychological, educational, and educational tests to better serve society.
Now, the next time you hit the “Like” button, think about how this preference reflects on your personality, your behavior, and even how you act as a consumer.