Social media is a place where users present themselves to
the world, revealing personal details and insights into their
lives. We are beginning to understand how some of this information
can be utilized to improve the users’ experiences
with interfaces and with one another. In this paper, we are
interested in the personality of users. Personality has been
shown to be relevant to many types of interactions; it has
been shown to be useful in predicting job satisfaction, professional
and romantic relationship success, and even preference
for different interfaces. Until now, to accurately guage
users’ personalities, they needed to take a personality test.
This made it impractical to use personality analysis in many
social media domains. In this paper, we present a method
by which a user’s personality can be accurately predicted
through the publicly available information on their Facebook
profile. We will describe the type of data collected, our
methods of analysis, and the machine learning techniques
that allow us to successfully predict personality. We then
discuss the implications this has for social media design, interface
design, and broader domains.
The HCIL has a long, rich history of transforming the experience people have with new technologies. From understanding user needs, to developing and evaluating these technologies, the lab's faculty, staff, and students have been leading the way in HCI research and teaching.