Why Facebook Page Private Messgaing could be bad for brands
December 20, 2011 by Martech Social
News arrives today that Facebook is trialling a new service for fan pages. The private messaging function effectively opens a private 'back channel' allowing consumers to correspond directly with the page administrators.
This function will be similar to the DM function in Twitter which allows brands and consumers to continue private conversations. This dialogue opportunity will initially be instigated only by the consumer/fan from which the brand can build a dialogue.
On first inspection this looked a great opportunity for brands to engage further with their consumers. However, there is a potential downside to this channel if handled badly.
With the rise of social media, social networks and 'web 2.0' (going back a bit) there was a very real opportunity for brands and consumers to have a freer more active dialogue which could empower customers. However, these channels also gave the opportunity for a quicker and potentially more damaging complaints to be shared.
The opportunities for private messages on Facebook could see even greater connections between consumers and brands if managed correctly. For brands that get inundated with messages, or don't actively manage or respond to these messages there is potential to offend customers with the associated ramifications. The channel, therefore, has great opportunities if handled correctly but more potential for damaging relationships if not handled well.
At Martech we believe all social channels have an important role to play in consumer dialogue both talking to and listening to the consumer. Brands that understand this and manage them well on any platform could succeed more than the brands that chose to ignore or mishandle these opportunities.