WiRE Blog


Facebook Private messages: Good for social business, good for CRM?

Facebook Private messages: Good for social business, good for CRM?

Thanks to WiRE Member: Eileen Brown

Now brands can use Facebook Direct messaging to respond privately to their customers for a more personalised support experience.

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Facebook has rolled out its new version of Brand pages.  These look like the page familiar to users who have enabled Timeline view. It will also include a feature to improve social CRM – if it gets it right..

Now, when customers interact with the brand, the brand has the opportunity to respond by private message, without the rest of the stream seeing the interaction.

Brands can also respond to individual wall posts through private message, as long as a fan initiates the conversation.

Private messages for pages will be great for brands that want to get open and honest feedback from their customers. Although it is currently only available in Asia, it will be rolled out world wide soon.

Brands need to get their act in gear if they want to take advantage of the 1:1 interaction with their customers.  They need to respond in a positive, and timely way to avoid any negative responses.

Bob Kraut, SVP of advertising and marketing communications for Arby’s, suggested the direct messages may help firms avert comment threads that spiral out of control, causing bad branding.

“This [will] lower the risk and be better for customers in the long run,” he said. “There will be more people in the game, and maybe less transparency. But maybe the customer is fine with that. It’s the customer that counts.”

Without an effective customer engagement framework in place, and a team to respond to the demands of 24 x 7 complaints and comments, brands might feel that they are not as social as they think they are…

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