As Facebook Messenger emerges as a marketing channel in its own right, brands should take advantage of its unique attributes. Liz Cole, vice president and group director of social strategy at Digitas, spoke with eMarketer's Rahul Chadha about the do's and don'ts of leveraging those attributes to engage with consumers. Cole was interviewed as part of eMarketer's September report, "Messaging Apps and Marketing 2018: Facebook Messenger, WhatsApp and RCS Help Brands Connect with Customers."