What is a direct message and when to use it

Definition: A direct message (DM) is a private form of communication between social media users that is only visible to the sender and recipient(s). Online businesses communicating with customers often use direct messages to clarify order details, answer complex product questions, or resolve disputes out of the public eye.

Instagram, Twitter and Facebook all allow for direct messages between their users, with varying restrictions by platform.

• Twitter allows DMs to be sent to 50 users and requires a follow
• Instagram DMs can be sent to up to 15 people.
• Facebook requires a users to like a Page before DMs are permitted

When to use direct messages

Social media plays a major role in crafting and maintaining a business' online reputation. Publicly-visible praise goes a long way to validating a brand, while criticism can have a significant negative impact on sales. Though it's important for brands to address negative criticism and not run away from it, there's no reason for long-winded communications to play out in public.

When users tweet negative feedback or post on a business Facebook page, one tried-and-true method is to respond publicly and follow up with a direct message. This makes it clear you're not hiding from the encounter and shows the complainer that you stand behind your products or services; and just as importantly, it shows this to viewers of your account.

For example, customers often use social media to report problems with their order. Reply using the medium they initiated you on — Facebook Wall, tweet, or Instagram post — and apologize for the inconvenience, stressing that an excellent customer experience is very important to the company. Then ask them to DM their order details so you can resolve the dispute out of the public eye. Other users don't want or need to see the details of every interaction; they just want to be reassured that customers are treated fairly.

Direct messaging best practices

• Use DMs sparingly for marketing purposes. Sending offers, promotions and updates via direct message can be poorly received by users. When utilized for marketing, it should be especially appealing for recipients. For example, send a DM to a select group of users who qualify for a special promotion.
• Prepare stock responses and answers to common customer questions. This way, you have a database of stock replies that you can quickly pull up, cutting down your response time. This will get more useful as your social media following gets bigger.
• Respond to direct messages quickly. The point of direct messaging is that it feels like a more private, direct line to a business, and you have to deliver on that promise. The cardinal sin is to not respond at all. Facebook even rewards pages that respond quickly and consistently, giving those who respond to 90 percent of messages and have a median response time of under five minutes a "Very responsive to messages" badge.