Brands without the Message button on their Facebook Page receive an average of 991 questions on their Timeline, compared to 195 questions for those displaying the button.
According to a recent study conducted by Socialbakers, disabling the direct message feature on your Facebook Page could increase public interactions fivefold!
The social media analytics platform mentions that this only applies to companies involved in public customer care. If members of your audience need to share personal details such as contact / payment information, you still have to rely on private touchpoints. Allowing Facebook users to message you is a good option, just like live chats or dedicated @social email accounts.
The key to a highly engaging Facebook page is to open up your conversations to your audience. To that end, your brand should already have an open Wall, as opposed to a closed Wall. [...] [A]n open Wall is important for giving users the chance to have a two-sided, transparent conversation with you – and just as importantly, to let other users (not just fans) see that these conversations are happening, and how you handle them. It’s not only a best practice, it’s what many users expect from you.”
This new study comes right after Facebook announced that the platform now has more than 1 billion monthly active mobile users.
Instagram also revealed some new numbers. The site boasts 200 million members, who have uploaded a total of 20 billion photos.
Do you allow your Facebook audience to contact you privately via your Facebook Page? Share your experience with us.