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Facebook have recently launched a private messaging function which allows page owners and individual Facebook users to exchange personal messages.
This is a massive breakthrough for the millions of businesses that use Facebook to interact with their customers. B2B and B2C companies will now have the opportunity to directly interact with their target audience. This will improve the rate of engagement and will also help businesses who use Facebook as a customer service platform.
Currently this fresh feature can only be used when the customer starts the conversation. This will ensure businesses aren’t able to spam users with direct marketing campaigns. This is different to Twitter where either party can send a direct message to each other.
Until now Facebook has primarily been a one-to-many marketing platform but this new tool will allow social media marketers to improve one-to-one engagement. Rather than being a great marketing tool the private messaging will enhance the level of customer service you can provide through your Facebook page.
The private messaging will give users the chance to provide feedback to brands that they wouldn’t necessarily want to display on a public wall. It will also greatly help businesses where the customers will deliberately not want to discuss their issues publicly. For example, a health related business can now be open to enquiries from patients through the social network.
As with any new feature there are pros and cons. The private messaging may limit the amount of wall activity, which is what can keep a page interesting and entice users to come back regularly.
Using social networks like Twitter or Facebook as a customer service tool is no easy task and brands will need to decide if using the feature makes sense. Some companies may decide that they don’t want to be bombarded with individual feedback. For others this could be just what they need to improve there response to premium customers.
In my opinion the addition is a positive one which will help companies improve their level of engagement with core users.
For more information on harnessing the power of social media please visit our Facebook Management page.
Last month, we tuned in to listen to our very own Samantha Noble become a radio star. As a guest on Xan Phillips’ The Business on Voice FM, a programme dedicated to promoting the good news stories about business from the Southampton area and beyond, Sam shared her insights into paid media.
The Drum Network has launched a new initiative called ‘Create Britain’ which aims to show the world that Great Britain is still an awesomely creative marketplace, despite Brexit.
Create Britain is an online interactive map that invites businesses from the creative industry to contribute a short video to claim their own pin on the map that links to their video clip. The video clips need to answer one question: ‘What makes British creativity so great?’.