Facebook has introduced a new messaging feature allowing brands to interact privately with consumers.
The main benefit of the move for brands, or agencies handling brands social media, is likely to be for complaint-handling and other aspects of CRM. Thus far Twitter has been companies preferred complaint-handling channel – Facebook’s move may change this.
Companies are not able to initiate private conversations with users; they can only respond to a direct message or to a user’s public post on their page.
Some experts are warning the new functionality may lead to fewer public comments on brand pages, leading to decreased visibility and slower growth overall.