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LinkedIn has announced the rollout of a new feature they’re calling Pages Messaging. This DM inbox specifically for company pages will be a new way for brands to communicate directly with their LinkedIn audiences.

The update follows the ongoing shift from public to private interaction on social media.

Here are a few important aspects of this Pages Messaging feature to keep in mind:

• Once enabled*, members can click the Message button to directly communicate with your Page.

• After clicking the message button, the user will see a list of Conversation Topics to choose from which indicate the purpose of the message. For most pages, options include: Service request, Request a demo, Careers, Support, and Other. (Universities have other options, such as Admissions.) These options can be checked on and off in the Page admin settings.

• Messages appear in the new “Inbox” tab of the admin view of a Page.

• When you use messaging for Pages as an admin, your activity is on behalf of your Page.

• You can only send a message to a member if they message your Page first.

TIP: Keep an eye on your Page CTA button, as one commentator mentioned that certain pages may see the “Message” button automatically replacing the current button (such as “Visit Website”).

It’s also important to note that this feature is optional. If managing DMs becomes overwhelming, LinkedIn gives you the option to switch off the Messaging feature.

The Page Messaging inbox will be rolling out to all company pages in the coming days.

Why It Matters

This could be a great new way to interact directly with important audiences on LinkedIn as your brand. It could also open new avenues for customer service improvement (or headaches).

The new feature also comes at a time when some businesses are shifting their focus from lead generation to brand building amidst fluctuating economic conditions. LinkedIn states, "63% of B2B marketers report that their organization or client has increased spending on brand awareness.”