Letters are formal. Texts and chats are informal. Letters and emails are with a subject. Texts are boundaryless. Grammar is part of the formal writing. And too cumbersome for the younger insta generation.

Messaging and chatting have taken over face to face communication. Thus the language, styles of communication are really without filters.

They are almost spontaneous and top of the mind. That is what makes them an interesting study of the messenger. The social media profiling is getting serious business.

The fact that people spend more time on social media than on other medias has interested researchers and data analytics increasingly. This has become a science as more and more marketers are targeting their customers on these findings.

The age old technique of trying to customize products by doing expensive surveys has its limitation. It is expensive. It is time consuming. It is based on general trend of the target market. This was more of a mass marketing approach. Then came the mass customization era where more customers were reached through various research techniques.

There was this talk of individual customization that was shrugged off as more of a fantasy. With Facebook data analytics this is almost a reality. Don’t we feel the magical appearance of........

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