Facebook Private Messaging for Brands

facebook messagesAccording to TheNextWeb, a new Facebook communication option appeared for Asia-based page admins. Apparently, this allows business pages to receive private messages from their fans. However, so far Facebook hasn’t announced the new feature, so I guess that the message option is being tested for a later roll out.

A message option between pages and fans is a significant feature that will allow businesses to interact more closely with customers on the service than ever before. However, the communication has to be initiated by the customers and then it is a two-way dialogue.


What does it mean for brands?

Avenue for Customer Service: Now, with this feature, it becomes easier to use Facebook as a customer service channel, like we wrote on our blog yesterday.  I believe that brands can expect to receive a lot of feedback, especially where customers need assistance on a regular basis. It can also entail longer time and more resources by brands on Facebook.

But this can definitely not be seen as an opportunity by brands to promote themselves and market their products, because it is the customer who needs to take an initiative.

Reduced engagement due to EdgeRank: Well, private messaging feature might also negatively affect brand’s Facebook presence and the way fans interact with it. For instance, fans might now indulge in private messaging leading to relatively less comments and interactions on the brand’s page. Due to lesser engagement, brand’s updates would rank lower in the news feed because of the EdgeRank algorithm. So brace yourselves brands, you need to keep coming up with interesting content to secure the engagement levels and to be seen in the news feed.

Higher Risk of Crisis: On the negative side, there is also a possibility that brands might ignore some feedback and not respond to them as promptly as they would have, if the messages were out there on the wall visible to everyone. But then, ignoring certain comments might lead to higher risk of creating social media crisis!

All said and done, this feature is not available to Facebook users worldwide, yet. But we are definitely keeping an eye on this feature and whether Facebook will be announcing it. It could mean a big change for the way in which brands and consumers interact and communicate with each other through social media.

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.