Peter Stringer
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Facebook Messages: E-mail marketing Terminator?

If Facebook’s massive user base adopts Facebook’s new messaging platform en masse and continues to abandon e-mail, marketers will have to adjust. If only it were that easy.

Facebook is constantly in flux, and the platform is evolving so fast that what was true even 2-3 months ago may not be true tomorrow. And with every change that FB makes, the implications seem to be more wide-ranging that the last time. But if email is going to go the way of dinosaurs and telephone calls (remember those?), e-marketing is about to undergo a seismic shift, especially if the only people you can contact are those who are your “friends” or say that they “Like” you.

While that’s seemingly good news for end-users who’ll hypothetically no longer be inundated with herbal enhancement junk-mail offers, it presents plenty of challenges for marketers who still have yet to master traditional e-mail.

Then again, some brands already have a much larger Facebook following than their existing email database, and “Likes” grow at a rate that email could never hope to achieve. So perhaps this change is already underway…

If Facebook really does kill the e-mail star, chief among the concerns would be Facebook’s spotty reputation with regard to security issues. Given the platform’s ever-growing functionality, security is just as important (arguably, more important) for the brand as it is for the unwitting end-user. Because while a user who carelessly clicks on a rogue app and gets hacked can likely recover, the potential damage a hacked brand would endure is orders of magnitude higher. Which begs another question, why are fan pages administered by simple Facebook user accounts? Seems like a huge security risk.

If Facebook ever goes Skynet on us and becomes self-aware, we’re really in trouble.

Facebook Messages is just one more thing to keep an eye on, and it seems like every day there’s a new development. The changes are coming fast and furious. It’s our job to keep up. And it’s a full-time job.

Worth a quick read: Facebook Messages: Email Marketing Analysis

Comments on: "Facebook Messages: E-mail marketing Terminator?" (1)

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  1. great post, thanks for sharing

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About Peter Stringer

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Peter Stringer is in his ninth season with the Boston Celtics. Currently serving as the team's Senior Director of Digital Media, Stringer manages the the team's interactive and social media marketing and strategy.

Opinions expressed herein represent those of the author alone and do not necessarily reflect those of the Boston Celtics.

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