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What does Facebook’s new messaging system mean for your current email tactics?
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2 Answers
FB really shouldn't impact your current tactics. I believe its too early to tell what the product will do to communication, especially if you are targeting business people.
That said, Facebook clearly has an audience of size that can and will change the way marketers think about communication and advertising. Eventually I'd expect a consolidation of personal communication platforms (email and social media converge here) and Facebook wants an opportunity to take this from other big players already in the game. Again its my opinion but I believe Facebook is launching this feature to accelerate advertising revenues by driving page views and users time on site.
As an marketer, Facebook's move needs to be followed closely.
I agree with Howie. It is so early and Facebook basically has told the marketing community very little about Facebook Messages.
Mark Zuckerberg made it clear that Facebook believes the future is not about email, but rather chat/IM, social messaging and SMS/Text...but they will incorporate email into their messaging/social inbox.
Facebook has yet to roll out Messages (I know of only one person that has an account yet - as of 11/22/10)...but as they do roll it out to its 550 million users, it remains to be seen how many of them will use their Facebook address to opt-in to newsletters and promotional emails from brands.
Regardless, AOL is also rolling out a "single inbox" and it is possible that some percentage of your email database will begin using one of the Facebook or new/old AOL addresses.
I've written a couple of blog posts on this topic:
What Facebook’s New Messaging System Means for Marketers
- http://www.silverpop.com/blogs/engagement-marketing/best-practices/what-faceb...
Are You Ready for a Flood of Email Address Changes?
- http://www.silverpop.com/blogs/engagement-marketing/engagement-marketing/read...
Here is also a link to Facebook's Postmaster page - http://www.facebook.com/about/messages/
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