Which words in your Facebook profile do people look at to learn about your personality?

None of them. They just look at your photo.

Via Eurekalert:

In most cases, your profile photo on Facebook tells viewers what they need to know to form an impression of you â no words are necessary, new research suggests.

College students who viewed a Facebook photo of a fellow student having fun with friends rated that person as extraverted â even if his profile said he was “not a big people-person.”

“Photos seem to be the primary way we make impressions of people on social networking sites,” said Brandon Van Der Heide, lead author of the study and assistant professor of communication at Ohio State University.

The exception is when a photo is out of the ordinary or shows someone in a negative light. In that case, people do use profile text to help interpret what kind of person is shown in the profile.