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A popular social network which many businesses now leverage for engaging with customers is Facebook. With roughly 2.85 billion monthly active users (est as from early 2021 and not considering the catfishes which are likely included in these numbers) its no surprise that facebook dominates the social media platform landscape. According to statcounter, Facebook has a 71.5% market share of the social media platform landscape.
Social Media provides a close relationship between businesses and their customers and has allowed the growth of many businesses through savy social media marketing.
Facebook and other Social Media platforms are typically seen as a marketing tool. However, they can be instrumental in providing customers with the level of customer care that they expect. According to Smart Insights , 47% of customers will voice their complaint on social media and according to Go Globe , 60% of customers expect a response to their complaint on social media within an hour.
Lets put our focus primarily on Facebook. There are two main ways of interacting with a brand on Facebook – through Pages and via Direct Messaging. Pages is one of the most public ways in which a customer will complain and if left unchecked and unresponded will negatively affect businesses. According to Gartner, not responding to a complaint on social media can lead to a 15% increase in customer churn. Unfortunately, Microsoft’s social media tool – Social Engagement was deprecated some time ago. Microsoft’s response to interacting with customers via Facebook is to engage via direct messaging using the Omnichannel for Customer Service module.
In this blog, I want to show how we can leverage Omnichannel for Customer Service to allow interaction between agents and customers.
Step 1: Prepare Facebook
Set up Messaging on Facebook Page
Create a Facebook App
Setup Facebook App
In order to fully use Facebook, the company must be approved by Facebook to access live data. Until then, they will only be able to use test accounts.
Request Facebook API Permissions
Setup Facebook Channel in Omni Channel
Create a Facebook Workstream
Follow the steps detailed in the previous section: Setting up a Chat Widget to create a Facebook Workstream. A default facebook workstream may already be available.
The details to be used are below:
Create a Facebook Channel
Setup Facebook Page in Facebook App
While I think its awesome to be able to leverage direct messaging to engage with customers and prospects via Facebook, it would be another level of awesome to be able to view and respond to messages with a negative sentiment voiced on the actual Facebook page. Here’s hoping its on a future roadmap somewhere…
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