Why I don’t use Facebook’s messaging feature on my pages.
A few days back I caught an article by Post Planner on the why they removed the ability for fans to privately message them directly from their Facebook business page. The reason the article intrigued me – I had just removed the messaging feature from both Tactical Social Media brand page and my business person page.
While one of their primary reasons was spam – understandable given the size of their fan base – that wasn’t a motivating factor for me.
When Facebook introduced the “Call-To-Action” feature for pages back in December of 2014, I chose to use the ‘Contact Us’ option. While ‘Sign Up’ would have potentially increased my email database, I had other ways to incorporate that option into the page via apps and the contact page provides an opportunity to subscribe. From a traffic standpoint I felt (and still feel) people were more likely to ‘click through’ to get answers than to provide and email address.
The benefits of not using Facebook’s business page messaging feature:
- Reduced spam. As Post Planner knows all too well, it’s an easy tool for others to directly target page admins. I’ve seen my share of requests to like pages, buy products, etc as well.
- Reduced notifications. Even with just one page (and I have admin rights on more than 20), the number of notifications received can be overwhelming. You can choose to remove some notifications BUT that runs the risk of missing something important. No messaging option means one less to get and possibly one less to miss. How often do you look at your page and realize you missed a message?
The Share Button. When the messaging feature is off, the button is replaced with a share option. While pages can be shared by other means, this is a more visible and easier option.This benefit disappeared with the shift to the latest page layout.
- Web traffic. Social is great for branding, creating relationships and forming bonds that create new and loyal customers. One area it lacks – direct sales and lead generation. Yes, as a previous post on Facebook’s viability showed, it does work, BUT that’s not where it excels. Using the ‘Contact Us’ CTA button forces traffic to my website and an opportunity to capture an email address or convert on other pages.
Should you remove Facebook’s messaging feature from your page?
For me, removing the messaging feature made sense. Whether it does for you depends on your situation:
- Some clients are finding it easier to manage then emails. They actually respond faster to them.
- Adding the ‘Share’ button by removing the messaging feature can create a compliance issue for financial advisors as the ‘Share’ button due to SEC regulations over testimonials.
- Many network marketers have sites on the back-end of the parent company. Others may only have an Etsy page. They may not have a contact form on their site or one which allows direct email capture.