"This study compares the accuracy of human and computer-based personality judgments, using a sample of 86,220 volunteers... Computer predictions based on a generic digital footprint (Facebook Likes) are more accurate (r = 0.56) than those made by the participants’ Facebook friends using a personality questionnaire (r = 0.49)"

The fact that this is even close (let alone higher for computers) is pretty incredible. It is also quite scary for anyone with a public profile and speaks to the potential power that an organization with bad intentions or ulterior motives could have (ex: Cambridge Analytica).