Facebook Tests Consumer-to-Brand Messaging

Facebook could become a more lucrative CRM platform for brands, as the social media site is letting some users contact company page administrators in a limited test. Consumers must initiate contact by sending the first message, but brands can then carry on a two-way conversation.

First reported by The Next Web, the development was confirmed by Facebook in an email to ClickZ News. The breadth of the testing has not been revealed.

Social media channels like Facebook and Twitter have become increasingly important CRM tools, normally augmenting phone, email, and live chat efforts. If Facebook implements consumer-to-brand email-like messaging across the platform, it’s fair to wonder when the site will let people and companies communicate via a live chat function as well.

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