Facebook is so proud of its algorithms that it conducted research about exploiting posts by kids as young as 14 to show how its algorithms could help advertisers pinpoint emotionally vulnerable moments for the purpose of targeted ads.The Australian (paywall) got its hands on a 23-page Facebook document, dated in 2017, marked as \u201cConfidential: Internal Only,\u201d and authored by two Australian Facebook executives, Andy Sinn and David Fernandez. While no screenshots were included, the report allegedly explained how Facebook could analyze posts, photos and interactions to help determine the emotional states of 6.4 million \u201chigh schoolers,\u201d \u201ctertiary\u201d (college) students and \u201cyoung Australians and New Zealanders ... in the workforce.\u201dSome of the snippets from the report include how Facebook can determine when young people are interested in \u201clooking good and body confidence\u201d or \u201cworking out and losing weight.\u201d While that\u2019s handy for targeting ads, Facebook\u2019s algorithms can also determine in real time \u201cmoments when young people need a confidence boost.\u201d According to the report, the document claims, \u201cMonday-Thursday is about building confidence\u201d and \u201canticipatory emotions;\u201d the weekend is for broadcasting achievements\u201d and \u201creflective emotions.\u201dThe document also reportedly claims that by monitoring posts, Facebook can estimate when teenagers are feeling \u201cworthless,\u201d \u201cuseless,\u201d \u201cdefeated,\u201d \u201cstupid,\u201d \u201coverwhelmed,\u201d \u201cinsecure,\u201d \u201cstressed,\u201d \u201canxious,\u201d \u201cnervous\u201d or like \u201ca failure.\u201dThe Facebook document was only to be shared with potential customers under a non-disclosure agreement to highlight how Facebook can harvest \u201cpsychological insights.\u201d It was reportedly part of a pitch to a major Australian bank.While Facebook admitted the research was done and document is real, it denied that it targets advertising based on a user\u2019s emotions and state of mind.A Facebook spokesperson called the premise of the article \u201cmisleading" and stated, "Facebook does not offer tools to target people based on their emotional state. The analysis done by an Australian researcher was intended to help marketers understand how people express themselves on Facebook. It was never used to target ads and was based on data that was anonymous and aggregated.\u201dNevertheless, Facebook apologized and said it has \u201can established process\u201d to review research, but this particular project \u201cdid not follow that process.\u201d But if you think about it, the document was not written by two clueless interns who didn\u2019t know the policies; it was written by two Facebook executives, \u201cFacebook Australia\u2019s national agency relationship managers,\u201d who should be well aware of the \u201cestablished process\u201d of review.The company claimed the research did not violate privacy or legal protections, but it has opened an investigation \u201cto understand the process failure and improve our oversight. We will undertake disciplinary and other processes as appropriate.\u201dGranted, the very idea that the emotional state of vulnerable teens, or users of any age, could be exploited to better serve ads is appalling. But it shouldn\u2019t be too shocking, considering this is Facebook. The company doesn\u2019t have the best track record when it comes to privacy, but some people continue to practically live on the site. The ability to use algorithms to determine mood and state of mind and add that to the data Facebook already sells to advertisers would likely be very profitable for the social network. That leads to the question, why are you still using Facebook?