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Salespeople Can’t Slide Into My DMs
The benefit of marketing direct messages has become a mixed message for customers and businesses alike
“Sliding in the DMs” is a dating technique that many people welcome for the right person — or turn away for the wrong person (willing to bet, quite often).
Marketers and small business owners using social media also need to rethink their slides — because customers certainly are. They need to rethink any strategy involving direct messaging that does not include an opt-in.
Direct messaging has been a feature that came into vogue as social media took off. People looked at the idea of being able to say hello and talk to people in a backchannel away from the main social media feed. Even Clubhouse offers private chat rooms as a “DM” format for its social audio format.
As small businesses and startups began to use social media, they also learned how to use those channels to connect to customers. In the true positive spirit of social media, businesses have learned to find their customers online and build an audience that will be interested in their offerings. Being able to communicate through messaging has shrunk the distance in brand building. There is a stronger dialogue — potential customers can ask their questions, and small business owners…
