Gone are the days where customer questions,
complaints and commentary reach businesses via phone, email or even Twitter.
Facebook Messenger for business has been around since 2015, but recently,
both customers and brands have really started adopting the service in a big
According to Facebook, 20 million Facebook Pages are active on Messenger. With 1.2 billion
people using Facebook Messenger each month, it is likely that your
customers expect (or will begin to expect) your organization to be
responsive to them via Messenger when they have a question that needs to be
answered or issue to be resolved.
Facebook has made it incredibly easy for customers and potential customers
to message businesses, and the platform even goes so far as to prompt users
to message a business when they visit its Facebook page.
Large brands and organizations are investing now in teams and technology to
deal with the increased volume of messages they are receiving. Automation
(aka chat bots) holds the key to managing hundreds or even thousands of
inbound messages each day, which will ultimately free up social media and
customer care teams so that they can respond to the messages that can’t or
shouldn’t be automated.
What can you automate?
Tools like ManyChat, ChatFuel and Flow XO are affordable
(and in some cases free) options for organizations that are looking get
into the chatbot game. If your organization’s inbox on social is
overwhelming or straining your capacity to respond, consider automating
some of the most common questions. This will help free up your team, so
they can respond to inquiries that require a human touch. For example,
consider automating questions related to business hours, your physical
address and other helpful information.
Beyond customer service, how can automating messaging and bots help
StitchFix and HubSpot are two brands that are using automated Facebook
messaging to help generate business.
created the Style Shuffle – a quiz modeled after Tinder’s platform that
encourages users to share more about their personal likes and dislikes when
it comes to particular pieces of clothing. The quiz incentivizes users to
play the game by offering reward points and feeds the information back to
StitchFix so that stylists can personalize the customer’s next order.
HubSpot used automated messaging to drive signups for its recent
Four Days of Facebook promotion—a free virtual webinar series featuring a few big-name industry leaders.
Instead of sending potential registrants to a landing page for more
information, HubSpot made its pitch inside Facebook Messenger and then
prompted interested users to provide the kind of information you’d ask for
on a traditional webinar landing page.
With more than 200 million Americans on Facebook—and time on the site
rising, largely thanks to the proliferation of mobile devices—it’s
inevitable that Facebook will increasingly become a transactional platform.
For consumers, Facebook Messenger is the most logical place to start, which
is why brands (and their bots) should be prepared to respond.
Kelsey Leavey works for the Hodges Partnership. A version of this
article originally appeared on
the Gong blog