By David Hockenberry | USA TodayPosted August 12, 2018 09:16:23Facebook is trying to reach out to people with its messaging tool, Messenger.
But the app is not for everyone.
In fact, some people who use the app are turning to it to express themselves, a new study suggests.
According to a study by marketing firm Marketing Data Analytics, about one-third of Facebook users use the Messenger app to communicate with others, but it’s not the right tool for everyone, especially for people who may not have the skills to use the social network.
“We’ve seen a lot of companies that have been using Messenger for a while, and it’s been really helpful for some of them,” said Kyle Manko, Marketing Data Analyst.
“It’s great for connecting with other users, but the message and content it creates is not always appropriate for everyone.”
In addition, some of the content Facebook creates for users is not aligned with their social identity, or with what they may find helpful in social communication, according to Mankoo.
For example, some posts may have content that is geared toward a person’s group, but for others the posts might be more about a company or event.
“It’s not just messaging for everybody,” he said.
“Messenger is more of a platform for connecting people.”
The study analyzed the communication skills of more than 600 people using Facebook.
The results showed that only 35% of Facebook’s users had conversational skills, while 41% had an understanding of how to write a Facebook message, and 20% had written a Facebook post that has not yet been shared.
Manko said that when it comes to the communication skill, “it’s really a matter of how much you use the platform.”
“Facebook is a really good medium for conveying ideas, but there’s also this whole other dimension of how you use it,” he added.
“There’s a huge difference between what you write in a message and what people read.”
When people think about what it means to communicate, Mankos study shows, it usually refers to using the social networking site to express yourself.
“People are looking for that voice that they can express themselves through,” he explained.
“You need to be able to do that in a way that’s meaningful.”
Mankos research suggests that Facebook’s messaging tools have some problems, and that users who are using the app for social purposes are at risk of losing that voice.
“They’re just not using the right tools for it,” Mankoos said.
Manka and his colleagues believe that Facebook has a lot to learn from messaging tools, including how they can be more useful for people.
“Facebook has a very broad product,” he noted.
“What we’ve found is that a lot more companies are building messaging tools that really cater to different types of communication.”
Manka also suggested that the way users communicate with each other is critical.
“I think it’s really important to be very consistent about how you express yourself,” he concluded.
“The more consistent you are, the better.”