Facebook’s Messenger Is Changing and What This Means For Businesses & Brands
by Miguel De La Rosa, Senior Account Manager
At F8, Facebook’s annual developer conference, Mark Zuckerberg announced a number of changes to its Messenger Platform including better ways to express themselves through GIFs, photos, videos, audio clips, and more. But most notably, Facebook wants businesses and brands to connect on a deeper level through Messenger. Through this enhanced experience, customers can have rich, personal conversations with businesses. But what does that even mean? Here’s a breakdown of the major benefits of why businesses should be jumping for joy and chomping at the bit to get their hands of the Business on Messenger Preview:
Facebook as a Customer Service Tool.
For the past few years, people have engaged with brand Facebook pages through comments, likes, shares, and reviews. Previously, direct messages could only be initiated by a fan of the page – and rarely will a big brand ever respond in a timely manner. Facebook is making a strong push through enabling brands to send order confirmations and shipping status updates straight through messenger. One of the coolest features is that you can modify, track, and return an order straight through Messenger.
Email Will Be A Thing Of The Past.
At YBV, internal e-mail drives us crazy. And it sure looks like Facebook is aiming for Businesses on Messenger to drastically reduce the number of customer service emails you receive in your inbox. And I’m totally fine with that. The amount of detail that Messenger will provide you allows the customer to keep all of their order information in one place. And better yet, businesses and brands are able to reach out to you directly if their customers need to change anything. Now, that’s what we call real-time
If You Already Do Live Chat, Messenger Makes It Better.
For bigger brands that already facilitate customer service using live chat, Messenger is partnering with Zendesk so all communication can run through Messenger. Beyond this integration, businesses can send push notifications straight to you even if your business or brand doesn’t have an app. In my opinion, this is huge. For the longest time, if you were a business, you NEEDED an app in order to this. Facebook is making it ten times easier by giving brands this capability.
It still remains to be seen whether or not Businesses on Messenger will be the gold standard for customer service through social media, but it definitely will teach 1 billion people that it’s OK to ask brands questions via direct messages. For agencies that focus on outsourced social media management, this presents a huge opportunity since answering those questions need to be managed for someone. (Ahem, YBV has been doing this for years.)
Image Source: https://messenger.com/business
Does your business plan to use Facebook’s Messenger for Business? Leave a comment below and let me know your thoughts!
Miguel de la Rosa
Your Brand Voice
Senior Account Manager