Examining facebook Message button for fan pages

Earlier this week, facebook began testing a message feature for fan pages which allows the fans of a particular page send a private messages to the admin of the page. For instance, say Vdrive Technologies facebook page, fans of the page can now click a message button on the page to send VDrive Technologies a message.

According to facebook, this initiative was launched to take the communication between companies and their fans further. At this early stage of the launch, I cannot say if this will be truely realized, however, there are possible effects to expect from this development. This development is also expected to place facebook’s features at par with competitors, twitter and Google, plus who already have this feature on their platform.

One of the likely implications is the reduction of public buzz/comments on fan pages. Why do I think so? I think we will soon be bidding farewell to the days when fans just post their complaints on the pages of companies. The usual thing  is to see companies attending to these compliants publicly. While trying to help such customer, others who might have similar complaints are being helped. All these creates high public activities on fan pages. BUT, if the new Message feature finally goes out to every page, then the era of customers posting their complains as a private message will be born. The effect of this is that it might reduce the former public activity on pages.

One positive thing about this new feature is that it will allow customers send in confidential complaints to companies directly. Imagine having a complain in which you’re requested to send in your password. Of course, such information cannot be shared publicly  using the comment box. The best alternative will be to send it via email. As you and I know, facebook has killed email for so many internet users (excluding me, anyway); this makes sending of emails a daunting task for them. This new message button now makes sharing of such information very easy for the customers. Just a click on the message button. Pham! “Message Sent”. Isn’t this a good thing for customers? Well, until then. In this light, it is expected to increase engagement with customers.

One is still not clear as facebook has not publicly declared whether fan pages can initiate a conversation with a customer or not. However, the logical thing to expect is the fans initiating the conversation before it then becomes open.

I do hope that this Message feature will create a win-win for both parties (fan pages and their fans). If this feature finally rolls to every fan page, what other effects can we expect?