New York, June 14
We already know that we only get the similar kind of content in our Facebook feed that we like/share/comment on. That's called echo effect.

But we don't always press 'like' or 'share' buttons on every post that pops up in our Facebook feed, even if we like it or care about it.

Now, Facebook would know even without any of your 'labelled' activity whether particular stuff in the News Feed interests you or not.

Facebook is tweaking its algorithms to account for a new metric: the amount of time you spend looking at things in your feed, regardless of whether or not you actively interact with it, TechCrunch reported.

Scroll past something without stopping for long, and Facebook's algorithms will slowly learn that you don't particularly care for that sort of content.

Stop on a post for a bit, and Facebook starts the timer behind the scenes. If you spend more time on this story than you spend on most things in your feed a" studying a picture, perusing the comment thread a" they will take that as a signal that it's something you care about.

This change allows Facebook's algorithms to take the hint without requiring you to lift a finger.

Once things shift toward passive behaviour analysis, Facebook's News Feed begins to understand what you care about more than you ever could.

Facebook said it would be introducing the algorithm tweak in the coming weeks. However, don't expect any dramatic changes to what pops up in your feed, at least not very soon. It will take some time before it actually makes an impact.

Especially, pages are not likely to see significant changes in distribution as a result of this update.

Your social media activity reflects your personality

New York, June 14

 Your social media activity reveals much more about you than you can imagine.

A new study by Fractal Analytics and BuzzStream -- both digital analytics platforms - establishes the connections between gender, education, political leanings, and preferred publications of Facebook users, adweek.com reported.

It found that across all publications studied, from the BBC and Fox News, to Wired and BuzzFeed, most audiences were primarily men.

Yahoo and BuzzFeed were the only publications preferred by women. The Guardian and Wired had audiences that were overwhelmingly male at 97 percent,

Much like how different sites attract users with different levels of education, people of varying education levels are also attracted to different publications.

For instance, Yahoo readers are 16 percent more likely than the average Facebook user to only hold a high school diploma.

Business Insider, Forbes and BuzzFeed audiences are more likely to hold graduate degrees.

In fact, any user who read the publications studied was more likely to have received higher education than the average Facebook user overall.

Most publications also seem to attract liberal leaning audiences. BuzzFeed, USA Today, and Fox News were the only publications where conservatives outweighed liberals.

Around 20 percent of the audience for every publication, even the most conservative and liberal, identified as moderate, which may be a result of social media reducing political polarisation.