Facebook’s “pay-for-delivery” could revolutionize social media marketing

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by Brafton Editorial
Facebook tests a new system that could improve lead generation marketing on the site.

Facebook introduced a small experiment in the United States that allows individuals to pay for messages to reach leads’ social inboxes. The new “pay-for-delivery” program has the potential to reduce spam and other unwanted messages, while also giving users greater capabilities to reach new people on the web.

Facebook Inbox TestCurrently, Facebook users can send content to people not in their networks, but the content ends up in the “Other” folder, not the main inbox. With the new system, users could connect with people they met at conferences, business meetings and elsewhere, and they can also send those same people information to better support network growth. CNET reports that the cost of one message in the pay-for-delivery program will start at $1 per message. The test allows users to send one message to users.

“This message routing feature is only for personal messages between individuals in the U.S. In this test, the number of messages a person can have routed from their Other folder to their inbox will be limited to a maximum of one per week,” the Facebook blog read.

Marketers may not have access to the new Facebook feature yet, but if tests run smoothly, an unveiling may occur in the near future. The pay-for-delivery system would give professionals greater lead generation capabilities on the web, allowing users to send promotional custom content to people on Facebook.

As the social media platform continues to test out new systems to generate revenue, marketers stand to benefit, and they should focus greater attention on improving social media marketing overall. In 2013, Facebook may make a strategic jump that, for business professionals, could alter how marketing and advertising takes place on the web.

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