Since the advent of social media, human-internet interaction has changed dramatically towards greater individual characteristic-based services. Since personality traits are the most stable behavioral dispositions of an individual, it is surprising that the digital service industry has not focused its attention on personality-based services. Consequently the value creation potential of personality-based services is currently largely ignored. That is why in this paper I demonstrate that social media data contains fruitful information about a user’s personality which in turn can be used for novel personality-based services, e.g. in marketing and recruiting.