The Emoji Crystal Ball

Fairground fortune tellers claim to be able to tell a lot about you by staring into a crystal ball. They could tell far more about you (that wasn’t made up) by staring at your public social media profile. Even your use of emojis alone gives away something of who you are.

Reflective ball with dots of lights
Image by Hier und jetzt endet leider meine Reise auf Pixabay  from Pixabay

Walid Magdy’s research team at Edinburgh University are interested in how much people unknowingly give away about themselves when they use social media. They have found that it’s possible to work out an awful lot about you from your social media activity. One of their experiments involved exploring emojis. About a fifth of posts on Twitter include emojis, so they wondered if anything could be predicted about people, ignoring what they wrote and just looking at the emojis they used in their tweets. They found that the way people use emojis in twitter posts alone gives away whether they are male or female and their ethnic background.

They started by taking a large number of tweets known to be written by either men or women and stripped out the words, leaving only the emojis they used. They then counted how often each group used different emojis. The differences in use of each emoji seemed to be revealing as there was clearly a different pattern of use overall of each emoji by men and by women. Men and women each use some emojis much more than others.

Next, they used emoji data for some of the people to train a machine learning system (creating what is known as a classifier). The classifier was given all the emojis used by a person and told which were by men and which by women. It built up a detailed pattern of what a man’s emoji profile was like and similarly what a woman’s was like. 

Given a new set of tweets from a single person the classifier could then try to predict man or woman based on whether that profile was closer to the male pattern or closer to the female pattern of emoji use. Walid’s team found their emoji classifier’s predictions were right about 80% of the time – essentially it was as accurate as doing a similar thing based on the words they wrote. When they tried a similar experiment with ethnicity (was the person black, white or of another ethnicity) the predictions were even more accurate getting it right 84% of the time.

A lot can be worked out about you from apparently innocuous information that is publicly available as a result of your social media use. Even emojis give away something of who you are 😦

Paul Curzon, Queen Mary University of London, Spring 2021

– Based on a talk given by Walid Magdy at QMUL, May 2021.

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