When it comes to managing Facebook for your business there’s a lot that can go wrong or be overlooked. Facebook is a platform that’s constantly changing its features and switching the algorithm, almost on a daily basis. Even savvy business owners can find this quite exhausting. But there’s one very important feature that, if left unattended, could cost you a good bit of business – the Facebook Messenger.
If you use Facebook on a personal basis you probably use Facebook Messenger often. It’s a separate app entirely devoted to instant messaging your friends, or in your company’s case, your audience. Although it’s primarily used between friends, more and more customers are opting to message businesses directly to ask questions and resolve issues in a more discreet and timely manner. If you want your business to be more responsive to customers and potentially increase goodwill and leads, then follow these actionable tips.
Use Automatic Messages
Facebook rewards businesses that respond their messages in a timely matter. You might have seen the text on a business’ Facebook page under the About Us heading that reads “typically replies within hour/minutes/etc”. Facebook gathers the average response rate and if it’s 75% or higher they will list it on your page. If you respond less frequently it won’t be made known to the public. It’s beneficial to have your response rate and timing listed because customers will know the average time it will take to reach you. Without that information they may not reach out to you.
Using an auto-responder will not only help you manage incoming messages quickly and professionally, but it will also help keep your response rate and time to desirable levels. There are three auto-responder or messaging features Facebook offers: the “Away Message”, the “Instant Reply” and a “Messenger Greeting”. To get to these options, click on the Messages tab on the top left of your page then go to Settings on the top right. It will then take you to a page that gives you the option to enable these messages.
The Away Message (it’s under the “Stay responsive when you can’t get to your computer or phone”) will let your customers know you are away but will get back to them in a timely matter. You can also turn off the chat in this settings page, so you can be away from the chat for as long as 12 hours. This feature will allow you to maintain a rapid response time while still being able to take a break when needed. However, this is a feature you shouldn’t use too frequently because you want to be perceived as an approachable source.
When you are not away from your phone or computer, consider using an Instant Reply auto-responder. A simple message expressing thanks for reaching out and that you’ve received the message will keep a desired response time but also give you the opportunity to look into their issue and craft a correct answer to their issue.
The Messenger Greeting gives you the ability to personalize the first message a customer will see when they pull up the chat box to message you. If used correctly these automated messages should feel like anything but. When crafting the right message, be sure to use personal details like the customer’s first name, your company’s website or your phone number. Just click the “Add Personalization” button to insert these details. The customized message will make your exchange feel more human to your customer, which is something consumers crave in this highly impersonal digital era. And it’s a very effective way to extend your brand’s image.
If your customers are on mobile devices, you should be as well. Be sure to have the Facebook Page Manager downloaded onto your phone. That way you can reach your messages when you are on the go. This is especially helpful for business owners who are not glued to their computer all day.
The Page Manager app is nearly as fully functional as the desktop site. You can schedule posts, go live on Facebook and track analytics. So adding this app to your phone will not only help you respond to comments within a timely manner (we strongly suggest responding within 24 hours) but it will also allow you to post and interact with fans while you are in the field.
Respond as though others are watching
It might be the case that someone might reach out to your business with a negative review or comment over Facebook messenger. It may be because they want to really let loose or it’s a big enough problem they’d like a direct 1-to-1 conversation with nobody else seeing how it’s being handled. But just because it’s not visible to your entire audience doesn’t mean it can never be. Treat every customer as though the conversation was public, keeping in mind that one bad screen shot can go viral.
If someone from your team is in charge of your company’s Facebook page, make sure they are trained to know when to escalate certain comments or concerns. You want to provide your customers with relevant and correct information at all times, and sometimes the person responding doesn’t always know the right answer. As long as you’re transparent and willing to help your customers will appreciate you.
Why bother with Facebook Messenger?
Just as responding to your reviews on Facebook we think it’s vital to respond to private messages quickly and professionally. If you want to establish yourself as a thought leader and leading industry professional merely providing great content may not be enough evidence. You need to back up your expertise with an approachable attitude and helpful responses. Without those elements, you’re losing out on connecting with your customers, which is one of the primary goals and benefits of using social media. Many people, particularly millennials, look for the way in which a company responds to customer issues, complaints and concerns. Unresponsive companies can lose a lot of business, regardless of how talented their staff might be.
If you haven’t figured it out already, social media at its core brings people together to interact and socialize. It’s not just about shouting your message into the internet abyss, it’s also a conversation between you and your audience. Private messages are just another tool with which to communication. If you follow these simple tips, you are well on your way to creating loyalty and strengthening the bond between you and your customers.
Do you struggle to keep up with your Facebook messages and reviews? Does your business need an image overhaul? Call Sara and Rhonda at 610.937.5187 or email firstname.lastname@example.org and the team at C&C can help you manage your reputation and reviews online.