Pemberi `Like`tidak Sadar Tebar Pandangan Pribadi
Share the`Like`do not Realize that They Are Sharing Private Issues
Editor : Cahyani Harzi
Translator : Dhelia Gani
 b.jpg)
SIMBOL jempol untuk menunjukkan "Like" (Suka) di Facebook bisa menampakkan pandangan pribadi pengguna situs media sosial tentang politik dan agama sampai kemungkinan perceraian dan orientasi seksual mereka, kata para peneliti.
Studi terhadap 58.000 pengguna Facebook Amerika Serikat yang dilaporkan dalam Proceedings of the National Academy of Sciences itu menyoroti kekuatan dan risiko demografi digital yang sering menjadi rujukan bagi pengiklan daring (online), kata pakar.
"Orang-orang yang berbagi 'Like' tidak menyadari mereka juga sedang membagi isu-isu pribadi ," kata psikolog University of Cambridge, Michal Kosinski, seperti dikutip The Wall Street Journal.
"Prediksi berdasarkan 'Like' sangat halus dan memberikan banyak petunjuk pada level personal," kata Konsinski, yang memimpin studi itu.
Miliaran pengguna Facebook dapat nge-klik 'Like' mulai dari soal film atau figur publik hingga komentar tentang kucingnya.
Para peneliti juga menggunakan profil demografi, kuisioner perilaku, dan tes psikologi kepada para relawan penelitian dan kemudian menghubungkannya dengan "Like" yang diposting relawan di laman jejaring sosial.
Mereka merancang sebuah program untuk melihat apakah pola ini bisa memperkirakan informasi personal tentang satu kelompok orang dalam data yang semata berdasar pola "Like."
Catatan Facebook "Like" dalam beberapa hal seakurat tes kepribadian, kata para peneliti.
PATTERNS of "Likes" posted by people on Facebook FB +0.64% can unintentionally expose their political and religious views, drug use, divorce and sexual orientation, researchers said Monday.
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."
Facebook's billion users can click that they "Like" anything from a movie or a public figure to a comment a friend posts about his cat.
For this study, the researchers used demographic profiles, behavioral questionnaires and psychological tests volunteered by the users and then correlated that with "Likes" the volunteers had posted on the social-networking site.
They set up a program to see whether these patterns could predict personal information about a group of people in the database based solely on the patterns of "Likes."
While far from perfect, the record of Facebook "Likes" was in many ways as accurate as a personality test, researchers said.
