How to Use Facebook Messenger for Business

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What is Facebook Messenger?

Facebook Messenger is a messaging app and platform developed by Facebook that launched in August 2011. Messenger is used by over 1.3 billion active users worldwide as a place to share, hang out, and communicate with your connections.

Once limited to Facebook users only, Messenger now powers conversations within Facebook, Instagram, Portal, and Oculus VR.

And although Messenger has expanded its reach across Facebook products and services, the messaging application has mostly been used to date in conjunction with Facebook via desktop browser, or accessed using its mobile app on Android and iOS devices – including Apple Watch.

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How to get Facebook Messenger analytics?

If you’re in charge of the support team, you should be able to see how many customers reach out over each channel. This knowledge will help you determine how to better staff each channel.

There are two ways for administrators to pull analytics from Facebook Messenger: The first way, without integrating the API into your customer service solution, is under the Page Insights tab in Facebook. This allows you to track information like the total number of conversations, the response rate, spam, and the number of blocked conversations.

These are great metrics for beginners, but to create a robust customer service strategy, businesses will need to do more with their data. According to Facebook, integrating with a third party allows businesses to do more with “measuring retention, engagement, errors and other metrics that are important to your experience.”

The second way to view analytics in Facebook Messenger for business is through your customer service platform. With bot integrations, your analytics will surface FAQs and frequently referenced knowledge base articles. In our Messaging Best Practices guide, we took a deeper dive into key messaging analytics like

  • Volume
  • Estimate Staffing
  • Average Conversation Duration
  • First Reply Time (FRT)
  • Resolution Rate
  • Customer Satisfaction (CSAT)

Data and analytics from Facebook Messenger can be accessed inside your agent workspace, displayed in custom dashboards.

Facebook Business Chat: Accounts

To start chatting with customers over Facebook Messenger all you need is a Facebook Page. Once set up, Facebook Page visitors will be able to private message your page over Facebook Messenger and you can message them back too.

How To Get Messenger For A Facebook Business Page

You’re probably wondering how to get Messenger for a Facebook business page. All you need to do is create a Facebook page then turn on messaging. The easiest way to do is go to the Facebook for Business website and press on Create a Page.

1. Create and configure a Facebook Page. Enter a Page name, category, and description.

Creating Messenger for Facebook Business Page: Set
Creating Messenger for Facebook Business Page: Set Up a Facebook Page

Choose your Page name wisely because it’s painful to change. Name change requests are subject to review and may take several days to process.

2. Toggle messages on. Although messages are on by default it doesn’t hurt to check by navigating to Page Settings > General and checking.

Creating Messenger for Facebook Business Page:
Creating Messenger for Facebook Business Page:

3. Done. You’ve created Facebook Messenger for business. Before moving forward, you should probably create a username for your page. This will be useful later when you create chat links so customers can find and message your page more easily.

Create a Username for Facebook Messenger for Busin
Create a Username for Facebook Messenger for Business

Creating a Username for a Facebook Page

Page usernames show underneath Page names, they are also used in the URL and link. A unique username helps people identify your business, making it easier for customers to find and navigate to your page.

Creating a Username for Facebook Page
Creating a Username for Facebook Page

Creating a Page username is simple. Click on Create @Username, or go to Page Settings > Page Info and enter your username. If you’ve recently created several new Pages, you may not be able to immediately create a username for a new Page.

Now that you’re all set up, let’s review some Messenger for business best practices.

Part 4: How to Forward Facebook Messenger messages on Android?

Often you may want to forward a received message to some of your friends. The method to do that is simple. Here are the steps to forward your message.

Step1. Just enter the conversation and select the conversation you want to forward.

Step2. Now do a long touch on it and wait for a pop up to appear. This pop up has various options including forward option. Now tap on forward option.

  			Step3. Now on next screen select the contact

Step3. Now on next screen select the contact to whom you want forward the message and then tap send from the right bottom of your screen.

You can send this to multiple contacts by selecting them.

Why use Facebook Messenger for Business?

  1. Messaging has the highest CSAT of any support channel

    Facebook Messenger is optimized for better customer experiences. With verified profiles, marketing tools, Facebook ads and built-in analytics, there’s almost no better social media platform for businesses. The Messenger API allows businesses to integrate their Facebook business pages and profiles with their enterprise customer service software, so your customers can reach you at scale.

  2. Chatbots and automation can be easily integrated

    For maximum efficiency, automation is key. Chatbots, which help increase customer engagement, can be programmed to answer common questions or recommend knowledge base articles that address the customer’s issue. If the bot fails to resolve the issue, the ticket can be transferred to a live agent. The agent can then read through the Facebook Messenger thread and seamlessly take over the conversation.

  3. It’s cheaper than traditional customer service channels like talk and SMS

    Agents can field multiple conversations on Facebook Messenger at once, making it easier to multitask. Facebook Messenger does not require a phone number, and SMS rates do not apply to Facebook chats. Facebook’s business tools, which enable users to create verified business profiles, go a long way in establishing trust in customer relationships.

  4. Facebook powers seamless e-commerce experiences

    Conversational commerce is here to stay: Eighty-three percent of consumers message a business to ask about products or services. And when they do, 75 percent make a purchase. Businesses can leverage Facebook’s tools to create targeted ads with a click-to-message CTA, or retarget customers who have already engaged with them with sponsored promos, offers, and updates inside the thread.

Part 2: How to Send Messages with Facebook Messenger on Android?

The most basic purpose of this app is to send a message from your Android phone. It is simple takes very few simple steps to compose a message and send it to a designated contact. However, before you do that, you must ensure you have internet connectivity and have already synced your contacts with Facebook.

1. Open the Facebook messenger. Now there are two way you can send the message. First is to either tap on the contact itself and enter into conversation screen or use the new message button. Second is more convenient as you can easily search the contact. So go to the top right screen and tap on the new message.

  			2. On next screen, you can search the person

2. On next screen, you can search the person you want to send message. You can select multiple contacts from the list.

  			3. Once the contacts are selected, you can no

3. Once the contacts are selected, you can now enter the message at the bottom. In addition you can add smiles, media files etc.

  			4. Once you have composed the message and jus

4. Once you have composed the message and just send it by touching enter.

Facebook Messenger management tools

Once you set up Facebook Messenger from your brand, you’re going to start to see messages coming in.

Keeping track of this additional channel for communication and customer service can feel like a lot of extra work — but you can streamline and automate it with the right tools.

Depending on your larger marketing and customer service strategies, you might want to consider a social media management tool or a multi-channel customer service solution.

Hootsuite

Hootsuite is a comprehensive social media management platform that can be used to handle your brand’s presence across multiple platforms. That includes — you guessed it — Facebook Messenger.

In the Hootsuite Inbox, you can manage incoming Messenger messages alongside messages and comments from Facebook, LinkedIn and Twitter. Conversations can be assigned to team members as tasks, making it easier for teams to handle high volumes of inquiries.

Bonus: Get a free, easy-to-use Customer Service Report Template that helps you track and calculate your monthly customer service efforts all in one place. Get the template now!

Learn how to use the Hootsuite Inbox:

Sparkcentral by Hootsuite

Sparkcentral is a customer service dashboard that can be used to manage conversations happening across social media channels as well as email and SMS — all in a single dashboard.

It integrates with:

  • Facebook Messenger
  • Facebook
  • Instagram
  • Twitter
  • WhatsApp
  • Telegram
  • Viber
  • Line
  • SMS
  • Email
  • Live chat

Sparkcentral makes it easy to handle even high volumed of messages with dedicated social customer support features:

  • Recognizing keywords and topics in incoming messages, and assigning them to the right person or team
  • Assessing the sentiment of incoming messages and prioritizing them accordingly
  • Integrations with Messenger chatbots, for the perfect mix of human touch and speedy response times
  • Retrieving CRM data to provide agents with additional context (e.g. a customer’s purchase history)

V. Best Practices for Businesses Using Facebook Messenger

Looking to get started with Facebook Messenger? Follow these best practices to succeed with this new communication channel:

1. Define User Roles and Responsibilities

Setting up Facebook Messenger for business shouldn’t be taken lightly. Without well-defined roles and responsibilities, customers will likely have a poor experience.

Before launching your Messenger program, answer these questions:

  • Who will own your Facebook Messenger strategy and implementation?
  • What types of questions will you automate?
  • Who is responsible for answering other customer questions?
  • How quickly are team members expected to respond?

2. Develop and Enforce Brand Guidelines

The way you communicate via chat matters. Having an uninviting or inconsistent brand experience will quickly turn off a consumer — likely for good.

Facebook is a social platform — so your communication should be friendly yet professional. 

However, each employee will have their definition of how to communicate on Facebook. Don’t leave your brand communication up to each person’s discretion.

Before you develop automated communications or send customer service reps to manage your social channels, outline clear guidelines to govern conversations. Include details like:

  • Consistent brand and product names
  • Warm, welcoming tone (with examples)
  • How to be brief
  • Conversation closings 
  • How to de-escalate upset customers

3. Measure and Minimize Response Times

If consumers know they can get a fast response from your business, they’ll favor you over competitors.

Shortening customer wait times will have the biggest impact on brand loyalty and sentiment. But to reduce response times, you need to measure them first.

Fortunately, Facebook Messenger tracks response rates and response times for you. 

To earn and maintain the “Very responsive to messages” badge, you must achieve a response rate of 90% and a response time of 15 minutes. 

Document and promote these data points with your customer support team, and incentivize employees to hit these metrics. 

4. Personalize Your Messaging

Personalization is a powerful marketing tool — 80% of consumers are more likely to purchase from a brand that provides personalized experiences.

To personalize your Facebook Messenger experience, leverage, and refer to users’ context cards. These optional tiles set expectations for communication with your business and offer insights into user behaviors and preferences.

You can also store notes about user preferences or previous conversations for team members to refer to when communicating with that person.

What is Instagram Messenger?

In late 2020, Facebook enabled new messaging features on Instagram. This allows you to message your Instagram friends right from Messenger, which means Instagram now has all of the best Messenger features that Facebook does.

Furthermore, no matter which platform you actively use or are currently on – Facebook or Instagram – you can freely communicate with the people you know on either platform, simultaneously.

Instagram is also adding more than 10 new features so you can stay close to your friends. 

For example, selfie stickers are a unique hybrid of Boomerang, emojis, and selfies – and a new way to react to conversations. 

And Watch Together lets you watch trending videos with friends on IGTV during a video call. We’re also introducing vanish mode, where you can set messages to automatically disappear after they’re seen.

Messages and calls from friends and family using Instagram will stay in your Instagram app. The main change is that people using the Messenger app can now reach you on Instagram without you needing to download a new app, and vice versa. 

You can also control where you receive messages and calls, such as in your chats, in your message requests, or not at all.

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Instagram Messenger for business

As of October 19, 2020, Messenger from Facebook announced API Support for Instagram. The combination of these two massive channels has huge implications for marketing professionals everywhere.

Prior to this announcement, there was a big gap for marketers trying to further leverage Instagram for business with the platform’s existing messaging features. That’s because Instagram DMs didn’t feature a developer API that allowed for private messaging at scale, which excluded Instagram from most chat marketing funnels.

But all of that is about to change.

Businesses can reach an incredible number of engaged Instagram users with the tools enabled through the Messenger API. Messenger API support for Instagram means businesses and developers can now manage their customer communications on Instagram at scale.

For more on Instagram and Instagram Messenger for marketing, in particular, check out these super helpful Instagram marketing tips!

Ingesting the status quo

Once you connect SMS to Messenger, you’ll be able to send Facebook Stickers as well as images, videos and audio as text messages. SMS can also appear and be answered through Chat Heads, the Messenger feature that overlays chat bubbles atop other apps you’re using. However, you’ll only be able to send money, GIFs, make VoIP voice and video calls, or use third-party apps for ride-sharing and more inside actual Messenger threads.

“A lot of Android texting apps didn’t

“A lot of Android texting apps didn’t keep up with the evolution of messaging, so we felt like we truly had to make Messenger the best SMS client for Android,” Facebook’s head of Messenger David Marcus explains. Eventually, Facebook could highlight the fact that chatting on Messenger is nearly free, incurring only small data rates, compared to the relatively expensive per-SMS fees some carriers charge.

The data does not go to Facebook,” Vaccari sTo protect privacy, Facebook does not process your SMS or store your conversations through its servers, only on the phone. “The data does not go to Facebook,” Vaccari says. Facebook also won’t merge your SMS threads into Messenger threads with the same person. That could cause chat timeline chaos if you’ve ever accidentally ended up Messengering and SMSing with someone at the same time. 

Vaccari says Facebook might make thread merging an option down the line, but for now, “We’re not trying to change how your SMS behaves. You’re just using a different client or shell.”

Still, Facebook does one little trick to favor its own threads. When you type in a name to compose a new message, it will surface your Facebook friends with that name above their phone number contact from your address book. This subtly pushes people to Facebook chat with friends instead of SMS them.

Meanwhile, Facebook is much less subtly forcing people onto its Messenger native apps. It began eliminating Chat in the main Facebook app in 2014, only offering it in the Messenger companion app. Then earlier this month, it stopped letting people chat from its m.facebook.com mobile site. The company sees messaging as the future of social, and it doesn’t care if it ruffles some feathers to win.

With Messenger at 900 million users and the Facebook-owned WhatsApp at over 1 billion, Facebook dominates the chat-over-data business. Outside of China where WeChat rules, there’s no serious third-party competitor. The status quo of SMS is what people slip back to. But now, they could just slide right into Messenger.

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