Previously, direct messages or DM on twitter - where you can direct message another user - required both users to follow each other. With the new changes, you can now send and receive direct messages to and from anyone. The new changes are designed to boost the private side of Twitter.
If you haven't previously used DM in Twitter, the advantage is that you can have a private twitter exchange. For example, a customer may want to speak to you through Twitter, but not necessarily have the exchange be completely public. With Twitter's new group DM, you can now communicate privately with a group of people on Twitter, for example, the audience for your next show (though the group limit appears to be 20 for now).
DM is like another tool in your customer service arsenal. It is the perfect place for sensitive customer service conversations to take place without being in the public eye. Twitter's DM will also act like a tracking tool, allowing you to see a full record of the conversation and follow up. DM can also help you get a tweet seen with the new embedding feature. However . . . DM is not an advertising tool. The biggest way to lose followers, and get a serious backlash on Twitter, is to use DM's like adverts.
DM's should still only be conversation based - not ad based. Promotional tweets will get you better exposure for that objective - and not cost you customer loyalty. As a follow up to this, automated DMs should also be avoided (for example, an automated DM as a thank you for following, etc). Feedback from most users shows that automated DMs seem spammy, and can turn people off.
Twitter DM is opt-in and there are a few steps you need to take to get it set up correctly on your Twitter account. We are here to help as well - just let us know!