The social media blogs are alive with the buzz about a new update for Facebook Fan Pages. The Next Web, Mashable and AllFacebook have all informed about a Message button popping up on some Pages in Asia. It so appears that Facebook is testing consumer-to-brand messaging on Fan Pages in Singapore. We are keeping an eye on this developments, hoping, as many admins and brands around the world, that Private Messaging for Pages will become a stable feature of the Pages communication toolkit.
image source: wearesocial.net
So far, it has only appeared on Pages in Asia, so it appears that Facebook is using them as their test bed and is planning a full roll-out, however there is no official confirmation from Facebook yet. The most that Facebook has shared about it was, characteristically mysterious: „We are currently testing a feature that allows people and Pages to communicate privately. We have no further details to share at this time.“ Needless to say, these developments are exciting news for Facebook marketers and businesses. It might seem like a small addition, but it’s benefits are quite significant as it will make the interaction between brands and consumers easier. Page admins will be able to resolve complaints and provide customer service in a much more direct and individual manner.
It will be a particularly useful tool for handling private or sensitive fan enquiries without the necessity to exit Facebook and use email. Brands will be able to have all Facebook communication in one place and fans won’t be asked for their email, making the communication clearer and more simple. What is also great is that a visitor doesn’t need to have ‘Liked’ the page in order to send a Private Message; the functionality appears to be open to all.
image source: wearesocial.net
The whole private messaging system appears to be quite simple at this stage. A button in the upper left corner on the Page will allow both fans and non-fans to send a private message to the Page. Once sent, the message will appear in the sender’s messages inbox.
image source: wearesocial.net
The Page admin will see the messages in their inbox as well. It seems this system is almost identical to messaging for individuals. It does not appear to be possible for Pages to contact their fans, or any other Facebook users, proactively at the moment. Pages can only use Private Messages to respond to messages sent by visitors, or to comments visitors have made on their Wall.
Hopefully, this feature will only enhance the customer service the Pages will be able to do and will not take away conversations from the Wall. Such a development could possibly have effect on the People Talking about this metric.