Few days earlier, a leaked document had showed that Facebook is capable of identifying its users according to their emotional state. According to The Australian, the social networking platform uses a user’s post and then determine if the user is currently feeling “stressed, defeated, overwhelmed, anxious, nervous, stupid, silly, useless, or a failure.”
In addition to this, the report had said that the network knows about the changes of emotional state throughout the week as it noted:
“Anticipatory emotions are more likely to be expressed early in the week, while reflective emotions increase on the weekend. Monday-Thursday is about building confidence; the weekend is for broadcasting achievements.”
However, the social media network has since then has denied such allegation as the company issued an official statement revealing that it’s possible to target audiences that way although advertisers aren’t permitted to target people in that way.
The official statement said, “On May 1, 2017, The Australian posted a story regarding research done by Facebook and subsequently shared with an advertiser. The premise of the article is misleading. Facebook does not offer tools to target people based on their emotional state.
The analysis done by an Australian researcher was intended to help marketers understand how people express themselves on Facebook. It was never used to target ads and was based on data that was anonymous and aggregated.
Facebook has an established process to review the research we perform. This research did not follow that process, and we are reviewing the details to correct the oversight.”