根据以下资料回答 ：
　　It’s the part of the job that stock analyst Hiroshi Naya dislikes the most：phoning investor managers on a Saturday or Sunday when he’s working on a report and facing a deadline．In Japan，placing a work call to someone on the weekend“feels like entering someone’s house with your shoes on，”says Naya，chief analyst at Ichiyoshi Research Institute in Toky0．So last year，Naya started asking his questions via messages on Facebook．While a telephone call seems intrusive，he says，a Facebook message“feels more relaxed．”
　　Many Japanese have become fans of Mark Zuckerberg’s company in the past year．It’s taken a while：Even as Facebook took off in India，Indonesia，and other parts of Asia，it’s been a laggard in Japan since its local—language version debuted in 2008．The site faced cultural obstacles in a country where people historically haven’t been comfortable sharing personal information，or even their names，on the Internet．Homegrown rivals such as community website operator Mixi and online game portals such as DeNA allow their users to adopt pseudonyms．
　　The Japanese are overcoming their shyness，though．In February，Facebook had 13．5 million unique users，up from 6 million a year earlier．That puts Facebook in the N0．1 position in Japan for the first time，ahead of Twitter and onetime leader Mixi．“Facebook didn，t have a lot of traction in Japan for the longest time，”says Arvind Rajan，Asia—Pacific managing director for LinkedIn，which entered the Japanese market last October and hopes to emulate Facebook’s recent success．“They really did turn the corner，”he says．Rajan attributes the change in attitude to the March 11，20 11，earthquake and tsunami．During the crisis and its aftermath，sites such as Facebook helped parents and children locate each other and allowed people post and find reliable information．“The real—name case has been answered．”says Rajan．“People are getting it now．”
　　Japanese see Facebook as a powerful business t001．The real—name policy makes the site a good place to cultivate relationships with would_be partners．As more companies such as retailers Uniqlo and Muji turn to Facebook to reach Japanese consumers，the Silicon Valley company is benefiting from a virtuous cycle，says Koki Shiraishi，an analyst in Tokyo with Daiwa Securities Capital Markets．“It’s a chicken—and—egg thing：If everyone starts using it，then more people start using it．”
　　As a result of Facebook’s rise．investors have soured on some of its rivals：DeNA’s stock price has dropped 24 percent in the past year，and Mixi’s has fallen 38 percent.Growth at Twitter--which also entered Japan in 2008--has stagnated，and the San Francisco company has partnered with Mixi to do joint marketing．Twitter Japan country manager James Kondo says there’s no reason to worry．Japan’s social networking scene“is a developing thing，”he says．“We，re not in a flat market where everyone is competing for a share of a fixed pie．”
Hiroshi Naya takes a fancy to Facebook because_______．