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200 Tweets Reveals Personality and Brand

with Sandy Carter Forbes Top 40 Social Marketing Master

and Dr. Michelle ZhouIntelligent Human-Computer Interaction Expert

Big Data and Social come together!

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IBM’s Almaden Research Center Accelerated Discovery Lab

“Psycholinguistic” analysis of 52 different

personality traits

Determining personality in 200 tweets

Analyzed 500,000 people and did not find anyone who’s exactly the same

The premise: Intrinsic traits impact everything

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How do you learn someone’s intrinsic traits?You can’t ask a customer something like…

Those intrinsic traits include what motivates you, what you believe, and your fundamental needs.

“Welcome to my store, would you like to take a

personality test?”

Big data and Social come together!

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That hasn’t been widely applicable before, because where do you get those linguistic footprints?

Now, you can do that with social media and digital communications –

we have the big data we need!

Computers can derive people’s traits from

linguistic footprints.

How this could be used

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“You share these attributes with the people who read this. You might

want to take a look at it.”

Pre-screening candidates based on cultural fit

Assigning tasks based on what you like to do

New type of purchasing recommendation: Instead of behavior-driven, if you buy this, buy that because others did…

My Social Personality! What does it say about me?

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Don’t necessarily think it’s important to stick to tradition or conformity. A rebel!

Very friendly: high agreeableness

Very open: to experiencing new things and a love of novel things

An idealist: a very picky perfectionist who wants things to be done just right

Value cooperation,

harmony, and others and their

opinions

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My Social Personality! What does it say about me?

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200 Tweets Reveals Personality and Brand

with Sandy Carter and Michelle Zhou