Facebook ‘could become primary portal of choice’

Facebook’s planned introduction of an integrated messaging system could see the social networking site become the “primary portal of choice”, according to one expert, which could impact on brands’ creative and email marketing campaigns.

Last week, the social media site’s founder, Mark Zuckerberg, announced that the new messaging system, which would allow users to email, Facebook message, instant message and text message others via an @facebook.com account.

Mari Smith, co-author of Facebook Marketing: An Hour a Day, said Facebook Messages could over time become the primary portal for millions of users to exchange communication in all forms, inclduing email, instant messaging, text and even voice.

She said that this means that businesses will need to pay close attention to the messaging system so that they can tap into it and reach consumers in a new way.

“Facebook has now opened up yet another context for users to feel comfortable sharing even more data – which is prime to be mined for advertisers,” Ms Smith concluded.

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