The curly fry conundrum: Why social media “likes” say more than you might think

Much can be done with online data. But did you know that computer wonks once determined that liking a Facebook page about curly fries means you’re also intelligent? Really.

Computer scientist Jennifer Golbeck explains how this came about, how some applications of the technology are not so benign — and why she thinks we should return the control of information to its rightful owners.