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Brief Published: 5 Dec 2013

Google Patent Automates Social Media Activity

Extra

Search giant Google has plans to patent software that will be able to intelligently learn about its users and their social media habits. This software will then be able to automate and maintain their social media presence for them. Google wants to Tweet for you.

According to Google, the software – which is made up of a “suggestion generation and analyser module, collector modules, a credentials module, a user interface module and a decision tree" – will be able to mimic our usual responses to updates and messages on social media. Wishing friends and family a happy birthday, or congratulating someone on their new job, could potentially become an automated experience.

Beyond the questions surrounding digital death and immortality that this technology sparks, Google will have to accumulate a vast amount of personal information for it to work accurately. It will have to know more about you than you do.

At Social Media Week in October, Stylus learned how Facebook holds enough information about its users that by analysing a handful of actions (likes, shares and comments), it can predict with 95% accuracy the personality of any user. Valuable information like this is being harvested by research companies such as MyPersonality in the UK, which works with brands using consumer personality profiles from Facebook to launch more intuitive marketing campaigns. Read more about it in our full coverage.

Also see our  Next-Generation Audience Tracking report for an exploration of how entertainment brands are looking to social media, algorithms and consumer behaviour to predict hit film and TV shows, publishing this week. 

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