You’ve got to hand it to Facebook. Whenever they really want to corner the market on a feature that another platform is better at, they go all-out.
Google is the best place for PPC advertising? Nope.
YouTube is the best for videos? Facebook is on a mission to change that.
Twitter is the best platform for quick customer service? Not so fast.
Facebook rolled out new features this week that change the game for social media managers who also double as customer service reps. The true beauty is social media is that it’s a two-way communication channel, and with these features, that two-lane highway just got fresh asphalt. Let’s take a look:
“Send Message” Call To Action
Facebook now offers a “Send Message” call-to-action as a option in creating ads. This is great for smaller, local Facebook ads encouraging fans to make a reservation or ask for more information. It may not work quite as well for the big boys, but it reminds fans that the private messages tool is there for them.
Message Fans Directly From a Comment
Previously, you could only send private messages to a fan if they initiated the thread, and rightfully so. We have enough Spam in this world as it is. But now, when a fan comments publicly on a brand page, the social media manager can choose to privately message that fan directly. This is wonderful, and it eliminates the clunky “please direct message us with your serial number blah blah”, streamlining the customer service experience.
Identify Highly Responsive Pages
Fans want answers, and they want them quickly. Facebook now shows fans how responsive a brand page is by displaying the “highly responsive” icon on the brand’s profile. To achieve this, as Facebook states, you must “respond to 90% of messages and have a median response time of less than five minutes.”
That seems quick, and very few brands have 24/7 social teams, but it just shows Facebook’s dedication to quick customer service. Also, as a coworker pointed out, if you ignore a message completely, it doesn’t factor in to the “responsive” equation. That’s especially nice when dealing with spam messages.
Save Commonly-Used Responses
Social media managers often have to answer the same five or so questions in the message inbox. What you now can do is save a reply to a fan and use it again for the same issue. It may take a bit of the personality out of the interaction, but they won’t know the difference, and you’ll be able to handle issues more efficiently.
We’ve already seen Facebook take the reins in targeted PPC ads, and they’re moving up the ranks with videos. It’s clear, though, that Facebook’s next quest is to become the king of customer service.