Published On: Wed, Apr 18th, 2012

Facebook’s Telescope on Human Behavior

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MIT’s Technology Review has an interesting interview explaining Facebook’s efforts to mine its piles of data and why it says the effort can help explain why people act as they do.

Viral information: A visualization of how a popular image spread between Facebook users.

One way to describe Facebook is as the most extensive data set on human social behavior that ever was. Every month more than 845 million people record and share traces of their daily lives, relationships, and online activity through their friend connections, messages, photos, check-ins, and clicks. The richness of that information goes some way to explain why the company is expected to become worth more than $80 billion when it floats on the stock market later this year.

One research group inside Facebook, known as the Data Team, is tasked with the challenge of mathematically sifting through that data to look for patterns that explain the how and why of human social interactions. The people who do that, mostly PhDs with research experience in computer and social sciences, look for insights that will help Facebook tune its products, but have also begun to publish their findings in the scientific community.

The Data Team’s leader, Cameron Marlow, likens what they do to building a telescope, saying that the techniques they develop will transform scientific understanding of human behavior in the same way that astronomy transformed our understanding of the cosmos. Technology Review’s computing editor, Tom Simonite, met with Marlow at Facebook’s offices to hear about what the company’s data science can uncover.

Read the interview and more at Technology Interview

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