Have a pretty picture and a lot of "friends" on Facebook? Then you may be a narcissist. And if you're on Facebook, you probably know quite a number of them. That's according to doctoral student Laura Buffardi and associate professor W. Keith Campbell in the University of Georgia's psychology department. Not that there's more narcissists generally, you're just more likely to encounter them on Facebook.
Not everyone who uses Facebook is a narcissist. "We found that people who are narcissistic use Facebook in a self-promoting way that can be identified by others," said Buffardi. They gave personality questionnaires to nearly 130 Facebook users, analyzed the content of the pages and had untrained strangers view the pages and rate their impression of the owner's narcissism.
Frankly, whatever content analysis tool they used could be quite valuable in finding "influencers" to connect with your brand. They're naturally productive and efficient online promotion engines, they're young and they come cheap. Start working on your pitch, kids!