Precise profi ling of Facebook users or reading tea leaves? Critical analysis of the algorithm created by Michał Kosiński and used by Cambridge Analytica In the article the operation of the tool ApplyMagicSauce.com was analyzed. It was created by researchers in order to make the profi lization of social media users possible and became famous when the principles of operation of this tool were used by the company Cambridge Analytica, involved in the presidential campaign of Donald Trump as well

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... the supporters of the British withdrawal from the European Union. A group of six people consisting of one lecturer and students of journalism and social communication decided to undergo a study using this tool, providing data from their private profi les on Facebook. The goal was to show how the tool works and the critical analysis of its eff ectiveness. The study was conducted in November 2017.