http://en.wikipedia.org/wiki/Data_mining
The more personal data that one sends out, the more detailed their digital shadow will be.
http://mashable.com/2012/01/27/facebook-privacy-open-graph,
http://www.time.com/time/magazine/article/0,9171,2058205,00.html
http://en.wikipedia.org/wiki/Privacy_concerns_with_social_networking_services,
http://www.forbes.com/sites/onmarketing/2012/04/24/social-media-privacy-a-contradiction-in-terms
http://www.ibtimes.com/facebook-google-privacy-issues-police-can-access-user-accounts-without-warrant-report-says-797453
http://privacyblog.littler.com/articles/social-networking-1
http://desertshapes.blogspot.ca/2013/02/personal-digital-data.html