ways. For example, social media can be used to establish creditworthiness [@suncorp; @khandani2010consumer], persuade voters [@cogburn2011networked; @gonzalez2017hacking], or seek cognitive behavioral therapy from a chatbot [@fitzpatrick2017delivering]. Many of these tasks depend on knowing something about the personal life of the user. When determining the risk of default, a creditor may be interested in a debtor’s impulsiveness or strength of support network. A user’s home town could disambiguate a search term. Or—reflecting society’s values—a social media company may be less willing to flag inflammatory language when the speaker is criticizing their own [@AllanHateSpeach].

Social media’s endlessly logged interactions have also been a boon to understanding human behavior. Researchers have used various social networks to model bullying [@cheng2015antisocial], urban mobility [@noulas2012tale], and the interplay of friendship and shared interests [@yang2011like]. Such studies do not have the benefit of a controlled setting where a single variable can be isolated. However, orders of magnitude more observations in participants’ natural habitat offer more fidelity to lived experience [@kosinski2015facebook]. Additionally subjects can be sampled from countries not so singularly Western, Educated, Industrialized, Rich, and Democratic—or WEIRD, in the parlance of Henrick et al [@henrich_heine_norenzayan_2010].

In this paper we show how readily different personality and demographic information 