Facebook population psychology research tool

This community (or audience) profliing dataset from Cambridge University Psychometrics unit is in beta. http://likeaudience.com/ and I think it is quite interesting. It is the first research tool using facebook as its population sample which is produced with proper statistical methodology.

I see social media planning applications in benchmarking, indexing, community and prediction work: it mines a very large set of Facebook profiles to create a normative population conformed to a standard psychological classification procedure.