Twitter's recent announcement that the service is eliminating the 140-character limit for direct messages may impact B2B social media marketing. According to a community post on the service's forums, the change will take effect sometime in July (1).
The direct messaging feature has undergone other changes as of late. In April, the company began allowing messages to be sent between anyone, even if the two were not "following" each other. However, the latest announcement may have a bigger impact on B2B marketing.
Business 2 Community said direct messages are useful to communicate with prospective clients and other businesses in a private manner (2). As a result, longer messages may result in more in-depth conversations on the social media network, as it seems Twitter is positioning itself to be the go-to liaison for these types of interactions.
The potential for B2B marketing opportunities seem to be endless. Marketers who use Twitter to generate leads will now be able to more effectively communicate with potential clients. They can now easily respond to any public mentions and privately discuss any concerns.
According to Wired magazine, Twitter may feel this move positions them to better compete with Facebook and LinkedIn. Both of those social media services offer private messaging that B2B marketers can take advantage of (3).