Social Media provides brands with many different ways to engage with consumers. CEO of
Vidicom, Christy Ferer, thinks that Twitters new direct message option will increase consumer interaction for brands. The new option allows users to opt in to receive direct messages from anyone, regardless whether that person follows you back or not. She agrees that consumers will be able to direct message brands even if the brand doesn't follow that person back yet. This is beneficial for brands because they can reach a wider range of consumers. Brands can also DM potential customers who do not follow them yet. The company suggests brands to use this new option to their full advantage to increase consumer engagement as well as strengthen the relationship with customers.
http://mashable.com/2013/10/16/twitter-marketing-dm/
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