Implementing this new feature will require advertisers to run a Local Awareness Ad. Up until now, direct interaction has only been possible from this kind of ad via “Call Now, “Get Directions” or “Learn More” buttons.
While any messaging coming from exposure to these ads will be private, the degree to which advertisers can actually respond to these messages will be public. “When a business responds privately to a comment, the comment shows a note that the business responded privately, so other Page visitors know that the business handled the request. As people consider reaching out to businesses on Facebook through messages, they can now identify Pages that are very responsive to private messages. Pages that respond to 90% of messages and have a median response time of less than five minutes will now have a “Very responsive to messages” badge on their profiles.”
It’s too early to say whether Facebook’s ultimate intention is to insert itself into the suite of tools used by Corporate America to manage relations with their customers. What is evident, however, is that firms who work hard to answer queries from customers promptly will be rewarded, and it’s possible — even likely — that this kind of credit will reflect itself elsewhere in Facebook’s algorithms as a proxy for “good corporate behavior.”
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