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Facebook introduces messaging feature for brands to privately interact with consumers

By Hugh Jordan

December 20, 2011 | 1 min read

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.

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