Social Media Roundup: New Enhancements for Engagement
In a new installment for the Telerx blog, I will be highlighting news and updates from the ever-changing social media landscape, and how they affect consumer engagement.
For this post, I’m focusing on recent customer service related enhancements to Twitter and Facebook, and a study legitimizing the use of Twitter for customer care.
Facebook Launches a Unified Inbox for Facebook, Messenger and Instagram
Facebook has unveiled a new unified inbox for businesses on Facebook, Messenger and Instagram. This new feature will allow brands to respond to consumer comments on any of those sites from within Facebook’s Pages Manager app. The inbox in the app will now include a unified stream of all that commentary — including comments on their Facebook posts, posts on their Page, messages and comments on their Instagram pictures and videos — as well as specific tabs focused on the individual channels.
According to Tech Crunch, Facebook has already been testing this with select users and will be rolling it out more broadly over the next few weeks. This feature is most relevant to small and medium businesses, as large companies tend to use their own applications for managing their social media presence.
Twitter Introduces Welcome Messages and Quick Replies to Direct Messages
Twitter announced two new direct message features last month – Welcome Messages and Quick Replies. Welcome Messages let brands greet people and set expectations as they enter a Direct Message conversation—without requiring consumers to send the first message. Businesses can create multiple welcome messages and link directly to a specific greeting from Tweets, websites, or apps (a.k.a. a “deep link”). Welcome Messages help brands demonstrate their commitment to service and help people learn what options exist to engage with them via Direct Messages.
Quick Replies let brands prompt people with the best ways to reply to a Direct Message, whether by choosing from a list of options or guiding users to enter specific text values.
When Quick Replies and Welcome Messages are used together, businesses can reduce wait times and educate people on the best ways to interact with them.
Customer Care on Twitter Increases Willingness to Recommend and Repurchase
A recent post on Twitter’s blog outlined the results of a survey that found that across industries, consumers are more willing to recommend and repurchase from brands with whom they have interacted on Twitter.
According to the study, when a customer tweets at a business and receives a response, they are – on average – willing to spend 3 to 20 percent more on a product from that company. They are also 44 percent more likely to share their experience. And 30 percent more likely to recommend that brand to others.
Brands shouldn’t shy away from negative tweets — the study found that 69 percent of people who tweeted negatively said they felt more positive after the business responded. It also noted — unsurprisingly — that brands see the best results when they respond quickly.
This study confirms what we at Telerx have been recommending for some time: Interacting with consumers on Twitter is not only convenient for the customer, but financially advantageous for the business as well.
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