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Why Facebook Is Never Safe By Adam Brereton Tags: wikileaks tor the internet technology jacob appelbaum anonymous adam brereton Want to know what a hacker, developer, activist and former Wikileaks wonk thinks about Facebook, the internet, and the future of computing? Read Adam Brereton's interview with Jacob Appelbaum

Can a person's Facebook profile reveal what kind of employee he or she might be? The answer is yes, and with unnerving accuracy, according to a new paper published in the Journal of Applied Social Psychology.

The company's social scientists are hunting for insights about human behavior. What they find could give Facebook new ways to cash in on our data-and remake our view of society.

It's impossible to grasp the consequences or outcomes of new technology, especially when that technology is developed by a twenty-something hacker. That much was already clear in January 2010, when Mark Zuckerberg told TechCrunch founder Michael Arrington that Facebook isn't just a place to connect with your friends. It was a place to be more public than ever before. "People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time," he said. "But we viewed that as a really important thing, to always keep a beginner's mind and what would we do if we were starting the company now and we decided that these would be the social norms now and we just went for it."

Imagine going to work every day and at the start of your day, with your first cup of coffee, you sit down to glance at beheadings, children in the process of being raped, human bodies in various stages of decomposition, the living and dead results of domestic violence, hanging bodies of 10 year old boys accused of being gay, real-life snuff films and bloody dog fighting rings and their subsequent results. Can you think up a human horror? I've probably seen it or a picture or video of something very similar.

Facebook and Google are two of technology's great data projects. Love them or hate them, they spend all day mining their users' activity. They harvest a few dozen bits of usable personal information per user per day. All in the interest of serving you ads.