- In 2017, there were 70 million businesses with a Facebook presence.
- According to a recent survey, 83% of woman-owned small and midsize businesses are using Facebook Messenger to engage customers.
- But in total, just 31% of businesses are using Facebook Messenger.
Why use Facebook Messenger for business?Users see Facebook Messenger as a direct, private line to the heart of a business. It’s also a great way to get a quick, personal response. In this setting, your business can serve people well, build relationships, complete transactions, and set the stage for future sales. With Facebook Messenger, you can not only engage consumers through personal messaging, but also buy ads to draw consumers in or reengage people who’ve already contacted you. Currently, there are two types of Facebook Messenger ads:
- Click-to-Messenger ads—A call to action appears on the brand’s Facebook page. When users click through to Messenger, a conversation starter appears. It usually contains an offer that encourages the user to take a next step.
- Sponsored message—A sponsored message appears in the Messenger inbox of a user who has interacted with the brand’s Facebook page. These ads can take various forms (see our complete guide to advertising on Facebook).
10 etiquette mistakes to avoid on Facebook MessengerOn Facebook Messenger, you’ll never get a second chance to make a first impression. To earn a consumer’s trust, you’ll need to demonstrate sincerity, care, and respect. For starters, you’ll want to avoid these 10 etiquette mistakes.
1. Not having an automatic greeting or responseIf someone sends you a message, don’t greet them with silence. Friendly text should appear as soon as the message thread is opened. Use instant replies to acknowledge receipt of a message, say “thanks,” and set expectations for how soon a live person might respond. You can personalize your greeting by including the user’s name. You can also provide contact information so the user can reach you on another channel. For a step-by-step guide to creating instant replies, read our Facebook Messenger complete guide for business. Source: Facebook for developers
2. Taking too long to reply (or not replying at all)Having a question or request go unanswered by a business is disappointing. And for many consumers, it’s a deal breaker. You’ll need to act fast once a user sends a message and receives an instant response. One thing to keep in mind: as soon as you open a message in Facebook Messenger, the sender can see that it’s been viewed. Don’t open messages till you’re ready to respond, but make sure you do so within a few hours. Businesses that have a response rate above 90% and response times under 15 minutes can earn a “very responsive” badge. It’s a great way to show your brand is caring and customer centered. To earn the badge, start by following these Facebook-recommended practices. If no one is available to respond right away, schedule an automated away message for the time period your Facebook Messenger will be closed for business. (Or, you could use Hootsuite Inbox to assign messages to a teammate who is available. The video below shows how.)
3. Not providing contextIt’s important to send timely responses, but it’s also important that your messages reflect:
- What led the user to contact you
- Whether they’ve interacted with the brand page or purchased before
- Whether the user’s message is related to an earlier exchange
4. Using sarcasm or ironyUsing sarcasm and irony on social media can be dangerous. How many times have you seen people misinterpret and take offence at a tongue-in-cheek remark? If you’re not communicating in a straightforward way, you might never know you’ve lost someone’s business (or any hope of getting it). Can edgier brands get away with a little more attitude? Not in Facebook Messenger. If someone is reaching out with a question or suggestion, a snarky comment suggests you’re not taking the person or their concerns seriously.
5. Messaging too frequentlyOn March 4, Facebook changed its 24-hour response policy. Businesses now have 24 hours to send messages (by human or bot) in response to certain user actions, with no additional responses allowed afterward. User actions that start the 24-hour countdown include:
- Sending a message to a brand page
- Clicking a call-to-action-button within a Messenger conversation
- Clicking on a Click-to-Messenger ad and starting a conversation
- Starting a conversation with the brand page via plugin
- Reacting to a message