Businesses can now connect with users in a new way on Twitter via the microblogging platform’s Direct Messaging feature known as ‘Direct Message Card’. Through the Direct Message Card businesses can engage in the promotion of their ads which are designed to offer their users various Direct Messaging experiences.
For the users, the promoted tweets will come with a couple of options and whatever is chosen will result in a direct message from entity that is paying to promote the tweet. The direct message options could include possibly interacting with a chatbot.
“With Direct Message Cards running in Promoted Tweet campaigns, businesses can take advantage of Twitter Ads’ full targeting suite to find a relevant audience to pull into personalized conversations at scale,” Travis Lull, Twitter’s senior product manager wrote on the company’s blog.
Lull also added that businesses can transform their audiences or followers into advocates by urging them to talk about their experience via a tweet.
One early adopter of the new feature is Patron Tequila which has a bot that helps users with cocktail recommendations after they offer answers to questions on flavor or occasion. Just as was intended by the social media service, these interactions begin with a Direct Message Card that has been promoted.
Customization of the card is possible and this can be done using a video or an image. Unlike the case with many Facebook chatbots, these Direct Message Cards are, however, not intended to be used as tools to push people into making purchases or solving customer service issues of a particular brand. As such, emphasis is placed on encouraging interactions with a brand in a fun way.
While it is still early to determine how the new feature on Twitter will fare, experiences on other platforms such as Facebook have sometimes been discouraging. When Facebook initially introduced chatbots, customers complained of having experiences that felt like that of a phone menu of a call center. And in many cases the information they got was not any more helpful than what they could have received by visiting the brand’s website.
Other platforms that have invested in bot frameworks include Microsoft both for its properties such as Skype and LinkedIn.