Facebook's New Message Platform Hurts Marketers
Facebook's new messaging platform makes it harder for marketers to get noticed, says a new report.
Facebook’s new messaging platform makes it harder for marketers to get noticed, says a new report.
“ExactTarget Snapshot: Facebook Messages” says that the new platform results in marketers’ messages landing in people’s “other” folder, where they are most likely missed.
Only messages from friends or friends of friends land in the main inbox — and most users don’t even realize that the new messaging platform even has an “other” folder where communications from from marketers might land.
Also, all messages from the same user are consolidated into a single thread, which presents issues for marketers because there are no subject lines, no way for users to file or organize messages, users cannot determine the number of unread messages, and no matter how many messages are sent by marketers, only one spot in users’ folders will be occupied.
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