If a UK startup has its way, then you will hand over full access to your social media accounts \u2013 \u201cincluding entire conversation threads and private messages\u201d \u2013 so it can be scraped and analyzed to help potential landlords and employers decide if you are a risk worth taking.Why in the world would you agree to such a thing? Score Assured co-founder Steve Thornhill told The Washington Post, \u201cPeople will give up their privacy to get something they want.\u201dThe company launched \u201cTenant Assured\u201d so landlords can decide if you would be a good tenant. It uses an algorithm to \u201cdeep dive\u201d into your social media accounts and give landlords \u201cinsights into five main personality traits: extraversion, neuroticism, openness, agreeableness and conscientiousness.\u201dChecking credit reports and browsing public social media accounts is so yesterday. The company claims that \u201creal personalities can be found in much more insightful stuff like tweets, comments, likes, the things people love to buy and the places they check-in \u2013 even in the people they choose to spend their time with.\u201dA landlord can use the service to \u201clook at the character of a person, if they\u2019ve got pets, if they are always out partying,\u201d Thornhill told The Telegraph. \u201cIt\u2019s a great way for them to see if a tenant is suitable for their property.\u201dIt\u2019s common for attorneys and employers to scope out social networks to vet jurors and hire employees and for social media posts to impact a person\u2019s online reputation as well as their offline life; such online snooping has resulted in people being fired, turned down for a mortgage, or denied entrance to universities. Monitoring social media posts is even done by schools for students\u2019 \u201csafety.\u201d But Tenant Assured goes deeper.The Washington Post explained:After your would-be landlord sends you a request through the service, you\u2019re required to grant it full access to your Facebook, LinkedIn, Twitter and\/or Instagram profiles. From there, Tenant Assured scrapes your site activity, including entire conversation threads and private messages; runs it through natural language processing and other analytic software; and finally, spits out a report that catalogues everything from your personality to your \u201cfinancial stress level.\u201dCan an algorithm accurately measure how easy it is for prospective renters to pay their bills based on the frequency of \u201ckeywords like \u2018no money,\u2019 \u2018poor,\u2019 and \u2018staying in\u2019?\u201d The Post warned, \u201cMake no mistake: The data will mislead.\u201dYet Thornhill blew off concerns that keyword-scraping could give an inaccurate picture. He claimed, \u201cAll we can do is give them the information. It\u2019s up to landlords to do the right thing.\u201dPeople who say yes to Tenant Assured won\u2019t have \u201cany way to view their ratings or dispute misleading data.\u201d Good housing may be hard to find in some areas, but just say no to housing which requires such invasive measures. At least it won\u2019t be coming to the U.S., since it violates housing discrimination laws.However, Recruit Assured, a similar service for employers, is \u201ccoming soon;\u201d do you really want to work for a company that starts off invading your privacy to this degree even before you work for it?By the end of July, comparable \u201csocial media dossier\u201d services will reportedly be offered even for \u201cparents shopping around for nannies.\u201dIt should come as no surprise that Thornhill apparently subscribes to the \u201cnothing to hide\u201d mind-set, saying, \u201cIf you\u2019re living a normal life, then, frankly, you have nothing to worry about.\u201dSadly, some people will agree and then opt-in when a potential landlord or employers demands it. But hopefully the majority of people will realize how ridiculous that statement is, how misleading keyword-scraping for ranking could be, and push back.