等待发生的灾难？企业可以在Messenger上向您发送广告

2017年11月，Facebook开始内部测试Messenger广播：A Service for businesses that allows them to send marketing content to users, without building a bot.

Last week, the social media platform announced that Messenger Broadcast would be available for testing to select Page administrators in the U.S., Mexico, and Thailand.

尽管几家企业一直在使用Messenger作为客户服务通信方法，但这主要仅限于可以构建BOT的人：在消息平台上与人类进行对话的软件。雷竞技苹果下载官方版许多使者用户在第一次接触一个问题或执行任务时就会看到它们。

但是，尽管这些功能仍在出现，但Messenger仍处于某种早期阶段，作为将促销内容从页面传播到用户的直接方法。

与任何新功能一样，也有利弊。

专业人士

乍一看，此功能似乎对中小型企业（SMB）似乎有益，这些企业可能没有内部编码的人才或预算来建造机器人。这限制了这些品牌在Messenger上与用户交互的方式，因为他们收到的任何通信都需要手动响应。

但是，随着Messenger广播，面临此问题的企业可以使用相当全面的消息传递设置 - 似乎类似于在Facebook页面上创建促销帖子 -compose a title and text, add visuals, and create a call-to-action for the message recipients.

And, similar to promoted posts or ads, Page administrators can also target recipients according to interests.

Source:TechCrunch

根据TechCrunch, Messenger Broadcast is free for businesses to use -- for now. Prior to the recent display of ads, Facebook had not outwardly monetized the platform, despite a user base of 1.6 billion.

Broadcast might provide another method for doing so -- and if its trial is successful, Facebook could begin tiering charges for Pages according to targeted audience size.

The news comes at a time when many SMBs are experiencing some frustration with Facebook due to a declined reach following the channel's算法改变浮出水面的页面内容。

But "by building tools like Broadcast into Messenger that allow SMBs to better communicate with their customers," says Dylan Sellberg, HubSpot's associate product manager for messaging, "Facebook has a shot at earning back the good graces of this massive market."

That's especially true for those who are already working with limited resources, for whom "building chatbots is a technical skill far out of the realm of possibility," Sellberg continues. "Creating basic experiences on Messenger that solve for a specific use-case, like customer support or disseminating popular information, is something businesses can lean into. After all, they've been executing on this playbook via email for decades."

然而，正是通过电子邮件将其引起了人们对广播的关注。在显示广告以及从页面中接收消息的潜力之间，有人想知道Messenger上的促销内容是否违反了Facebook算法更改的目的，以强调朋友和家庭内容。

Hubspot的产品负责人Daria Marmer说：“这让人联想到Facebook的2012年实验，任何人都可以以低至1美元的价格向其他人发送给其他人的消息。“那failed，我认为，因为这完全是出站 - 用户不必对消息或消息来源表现出任何兴趣。”

And while Marmer recognizes the doubts around this latest feature, she says it's different than the discontinued Messenger experiment of 2012. For starters, Page administrators can only send this content to users who have proactively reached out to them on the platform before.

她解释说：“这次，Facebook正在采取更多的入站方法，让企业只给以前与他们互动的客户发消息。”“我认为，这种入站策略既可以作为收入来源，又可以作为营销人员来使用Messenger作为比电子邮件更好的转换频道。”

就塞尔伯格而言，塞尔伯格也理解了这些问题 - 但也认为禁止企业避免寒冷用户的协议可以带来更好的用户体验。

他说：“许多人会看广播，并说它会创造贫穷，充满垃圾邮件的最终用户体验。”“但是我认为这是企业建立高质量的最终用户交流的机会 - 这是脱颖而出并真正乐趣的机会。”

缺点

Not everyone is quite so excited about Messenger Broadcast.

As someone who personally uses Messenger more than Facebook itself -- primarily to avoid rogue content from Pages and individuals to whom I'm not particularly attached -- I certainly understand the concern that Messenger could morph into a new-school email inbox, of sorts.

即使是保护协议（指示页面管理员只能将此联系人发送给已经发出消息的用户）也与电子邮件选择加入规则没有完全不同。

What's more, it isn't entirely clear how users can "unsubscribe" from Broadcast messages, though it could be as simple as the options to mute conversations with or notifications from Pages that are already available.

一些人认为,在某种程度上,“回到square one" in terms of best practices for creating and sharing content.

HubSpot对话营销经理Connor Cirillo说：“如果Facebook不教人们如何在Messenger广播中引入人们的经验”，那么这是一场等待发生的灾难。”

这就是类比选择电子邮件的地方，变得特别突出。虽然在这种情况下，用户首先通过向业务发出消息来表达对与企业进行交流的一定兴趣，但这并不意味着将来的通信（如广播）对该用户来说是上下文或有价值的（或一组用户，因为该选项允许一次将广播发送给多个用户）。

"Messaging is intimate.As businesses, we have to respect that," says Cirillio。"If a brand doesn’t know how to chatwith有人，只知道如何说话 在them, users will get turned off."

Which means, Cirillo explains, even if a user initiates communication with a Page, what it does in response might not necessarily make for a delightful experience if the content of the message isn't relevant or helpful.

他说：“仅仅因为我问了披萨店时，这并不意味着我想向我爆炸的优惠券。”

这是关于优质内容的

When both sides of the argument are evaluated, the key takeaway on Messenger Broadcast is essentially the same as it is for any new medium of this kind: Content that's high-quality, relevant to the user, and helpful is the most likely to succeed. Even with the cons in mind, if brands using this service can figure that out -- they're more likely to see better results.

塞尔伯格说，这可能是不准备使用此功能的品牌的入境障碍 - 对于企业和用户。

他解释说：“很明显，我认为根本没有利用Messenger的营销人员不会使用此工具。”“但是，即使他们这样做，他们也只能向那些先发给他们的人广播，”这可以最大程度地减少他们发送的任何消息的侵入性。

Because the feature is in its earliest stages, how or if this ultimately plays out has yet to be determined.

As always, feel free to weigh in with thoughts or questions onTwitter。