The leader of the social network's efforts to mine its piles of data says the effort can help explain why people act as they do.
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.