Image copyright Twitter Image caption Zuckberberg is not impressed by the name
Ever wonder what people really think of the idea of “meta” online social networks?
Researchers at Germany’s Emotiv Institute for Integration and Learning, used social network data to try to discover what people think of “Facebook in the real world”.
They learned that the more people have a negative view of Facebook, the more likely they are to use the Facebook Platform.
The conclusion: Rebranding “Facebook in the real world” and refocusing on something else is a losing battle.
Meta = nothing
The Emotiv study compared what people think about and say about virtual social networks, particularly online platforms based around popular books, movies, musicians, brands and television shows.
Image copyright Twitter Image caption Meta means nothing to everyone, the study concluded
It found that many young people said the term “meta” implies nothing about the social platform they use, so they did not use it.
But the researchers found that more people were online when talking about the products of well-known brands.
So to counter this, the researchers gave the researchers a handful of “platforms”, which they called their “meme”.
Image copyright Twitter Image caption Meta means nothing in the real world
The platforms in the study used widely used social media services such as Facebook, Twitter, YouTube and the App Store.
The researchers noticed that people didn’t use these “platforms” that are much loved by young people, because they felt nothing about them.
Just as some companies launched fake “fan pages” to connect with those on a wider audience, the researchers ran a fake “fan page” on a fake “platform” called the Global Weirdman Music Platform.
Image copyright Twitter Image caption Meta doesn’t exist, according to people in the study
In an effort to push the contest boundaries and get engagement with various fans, the researchers found that “global weirdman” would donate money to charities in proportion to how many “likes” the game posted.
The “fan page” boasted comments written by “global weirdman” himself.
You could buy virtual other players “Likes” as well as virtual “virtual coins” to “buy stuff”.
People in the study did not seem to have a deep-seated negative view of the format.
We just didn’t have the vocabulary yet to express this negative viewpoint, the researchers wrote.
“If a new platform were to be developed, before the platform hit 1% of Facebook’s users, there should be a term that is not aligned with a term that has a negative connotation and raises a scepticism towards a platform, among those who do not use the platform,” the Emotiv researchers said.
Now these is “Platform1” now embraced by all ages in a meta-vibe.
Image copyright Facebook Image caption The official Facebook app and “Facebook Stories” do not have the same meta feel
When people began using the Facebook Stories app, those feelings about that format resurfaced.
The Emotiv researchers felt this reconfirmed their preliminary impression about how people really felt about the “real world platforms”.
They believe that if they establish the same negative views about virtual products, people will probably not want to use them even if they had a positive view of the product before.
So it seems that it is the lack of vocabulary that is making people less likely to feel positive about anything Meta.