Fans, followers, subscribers are all terms common in social media marketing, and they're things that brands have invested time and dollars into accruing. But it’s been long established that algorithms have made these people all but useless to brands because reaching them organically is next to impossible.
Read MoreSnapchat is no longer Snapchat. It’s Snap. Snap’s not a social network. It’s a camera company. That camera company just launched a consumer product. Spectacles. You look at today’s social landscape, and it becomes painfully obvious that this landscape is anything but social. It’s everything.
We operate in a world where the platforms that were once considered “social" play a much larger and more prolific role in a holistic digital ecosystem.
Read MoreFacebook Messenger is on the verge of hitting the 1 billion user mark, sitting at 800 million users today, and the social network is ready to make some money. It plans to start monetizing those users soon by allowing businesses to serve ads to users who previously contacted them through Messenger.
Facebook hasn’t been quiet about how much it believes brands should be leveraging Messenger, particularly for customer service. It recently started showing how fast businesses reply to fans who message them, and it’s made “Contact Us” and “Click to Message” calls-to-action on both Facebook Pages and ads. It’s doing everything it can to give brands the tools and incentives to turn to Messenger for day-to-day customer interactions, and it’s about to take a turn in that direction even harder.
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