Twitters New Direct Messaging Feature Is an Opportunity for Brands.

Twitter announced a feature on Monday designed to make it easier for its users to have private conversations with one another. The new setting will allow users to receive private Direct Messages from anyone on the platform, whether they “follow” each other or not, provided they have the feature switched on.

The update may also provide a new opportunity for companies on Twitter, which could potentially send messages for marketing purposes or to provide customer support.

Twitter has acquired image-search startup Madbits. The Wall Street Journal

If a Twitter user expresses dissatisfaction with a company or product on Twitter, for example, the company in question may attempt to resolve the problem via a direct messages, instead of through a public tweet. Alternatively, a company might reach out to users with discount codes, coupons or other offers through direct messages.

“We hope these changes help you connect more easily – and directly – on Twitter with the people, causes and businesses you care about most,” read a blog post by Nhu Vuong, senior software engineer at Twitter.

That definitely has implications for brands and markets because the new feature could help streamline the process of interacting with consumers, said Jason Stein, chief executive of social media agency Laundry Service.

“Whenever a person complains to a brand, the brand usually asks them to follow and then they [direct message] about it,” Mr. Stein said. The new feature would enable brands to reach out directly and privately to those users, instead of doing so publicly for all Twitter users to see.

“It’s a small step in the right direction,” Mr. Stein said.

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