My recent column from Tableware Today Magazine: Using Facebook Messenger
More than 89% of users access Facebook on their mobile devices and check Facebook an average of 14 times a day. These folks have an intimate relationship with Facebook Messenger. Did you know you can create personal relationships with your customers by reaching out to them on Facebook Messenger? Are you even using Facebook Messenger in your business? And what exactly is Facebook Messenger anyway?
Facebook Messenger is an instant messaging platform (like text messages) and software application that provides texting and voice capabilities. Messenger has made it possible for Facebook users to chat with friends on mobile phones and on the main website. Since 2014, messages have been moving out of the Facebook app and over to the separate Messenger app. As it approaches one billion users, Facebook is asking people to install Messenger and start sending messages from there instead.
Businesses on Messenger (a new division of Facebook Messenger) is officially in beta, but you can take advantage of the features now through Messenger. Product manager Lexy Franklin shared an update on the Facebook Developer blog: In addition to the Messenger Platform, weíve also announced and previewed the first steps weíre taking to bring Businesses on Messenger, with the goal of enhancing how people and businesses communicate. Businesses on Messenger enables things like the following: During the checkout flow on a businessí site, a person can choose to start a conversation with a business; receive updates from that business on things like order confirmations and shipping status updates; and ask the business free-form questions about their order and receive quick responses.
Here are a few ways to use Messenger:
When a customer interacts with a post by leaving a comment, a business owner can interact with that person by sending a message via Facebook Messenger. Hereís a real life example: I manage e-marketing, including the Facebook page, for a well-known store. Several months ago a young woman posted a comment about a china pattern on the storeís page: Iíd love this for my wedding china! I replied directly on Facebook Messenger: Megan, did you get engaged recently? In fact, I knew she was engaged by checking her Facebook status and her posts for the last few months.
This began a conversation that led to a happy new customer and the storeís increased awareness (and sales) through her bridal registry. All subsequent order confirmations and shipping information went through Messenger. Using Facebook Messenger in this manner eliminates the need for emails and telephone calls. Instantaneous personal communication is the ultimate in customer service and Facebook Messenger keeps a record of the conversation.
Facebook Messenger has also released Messenger Codes. Remember QR codes? This is Facebookís version. My bio picture, shown on top, is my messenger code. You just scan it in Messenger and weíre automatically connected. Messenger Codes are the best way to find people in Messenger, whether youíre standing side-by-side or looking at a computer screen. No matter where you are ñ online or in a store ñ all you have to do is scan a code someone shares with you and then you can start that conversation. No more back and forth trying to make sure you have the right number and awkwardly asking people how to spell their names. Your settings tab in Messenger displays your code prominently to scan or to share.
Businesses can use Messenger Codes in ads, on their website, or any marketing channel to encourage people to reach out directly. The beauty of Messenger Codes is that they can extend to offline use. Think business cards, store signage, brochures, product packaging, and so forth. You can effectively add your code anywhere you want to enable your customers to connect with you via private message through Facebook Messenger.
Add a box to your website that showcases your Facebook pagesí timeline and upcoming events, along with the ability to private message your page. This window on your website allows viewers to easily contact your Facebook page privately without leaving your website. Sounds good for business.