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This is Scientific American's 60-Second Tech. I'm Larry Greenemeier. Got a minute?

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Facebook cares a lot about what its users say on its social network.

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By"care" I mean they want data they can use to serve tailored ads to Facebook users.

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Now it looks like Facebook also cares a lot about what users don't say.

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The company recently conducted a study to find out how often members censor themselves.

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They didn't read messages or log keystrokes.

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Instead Facebook considered a post or comment self-censored if it took more than 10 minutes to write and was at least five characters long.

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Turns out, of the 3.9 million members studied 71 percent censor themselves.

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Other key findings: posts are censored more frequently than comments.

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Males are more likely to censor their posts.

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And people are more likely to censor themselves when they're not sure who's reading their message.

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Based on what's in my newsfeed, I only wish that more people filtered their posts.

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And if Facebook moves ahead with plans to include video ads that automatically start to play,

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it's going to get even more frustrating to find posts that are worth a read and a response.

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Thanks for the minute, for Scientific American's 60-Second Tech. I'm Larry Greenemeier.

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