5 the explanation why messaging ought to be a part of your social media technique


Social messaging has grown in popularity over the past few years. Since 2016, the number of users of the top social messaging apps like WhatsApp, Facebook Messenger and WeChat / Weixin has consistently exceeded the users of the top social networks (Facebook, Instagram and Twitter).

According to our Digital 2021 report, there are now:

  • 2 billion users on WhatsApp
  • 1.3 billion users on Facebook Messenger
  • 1.2 billion users on WeChat / Weixin

The social messaging phenomenon has fundamentally changed the way people interact with brands. Since the pandemic led people to digital channels for all of their social and business interactions, the messaging trend has only accelerated.

According to Gartner, more than 60% of all customer service orders will be delivered through digital and self-service channels (such as social messaging, chat apps and live chat) by 2023.

Many brands have chosen social messaging and incorporated it into social media and customer care strategies to meet a wide variety of customer loyalty and service needs. others are just beginning their journey.

If your brand is in the latter group, there are five main benefits of social messaging that will encourage you and your internal stakeholders to take the plunge.

Bonus: Save time and download 20 free, customizable Instagram DM templates for your brandThis includes greetings, partnership inquiries, answers to frequently asked questions, answers to complaints and much more.

1. See the world through your customer’s eyes

More than two-thirds of companies today compete primarily on the basis of customer experience, according to Gartner – up from 36% in 2010.

An easy way to create great customer experiences is to connect with customers on the platforms they are already familiar with: social media, social messaging apps, and other digital channels. In the 2020s, nobody has time for phone calls, automatic greetings, and dreaded music on hold.

Practical and talkative social messaging enables direct, personal engagement between you and your customers. Customers can connect with your brand and call customer service to resolve issues in their own time on a familiar channel.

Messaging puts customers back in control of where they should be.

Leading insurance company AXA learned firsthand the importance of taking a customer approach. Based on feedback from its customers, AXA has incorporated WhatsApp into its customer loyalty strategy to provide faster, more personalized service.

They now offer customers the ability to communicate via WhatsApp if they are in a car accident or need roadside assistance. Using WhatsApp for customer service increased customer satisfaction to 4.5 out of 5 points.

“Hootsuite’s Sparkcentral is the perfect fit for our messaging first strategy. We were ready to go with the platform in just four weeks! “- Jef Van In, CEO of AXA Belgium

2. Create wow moments that drive customer loyalty and loyalty

Is your brand always looking for new ways to gain customer loyalty and retain customers? Getting customers’ attention long enough to make an impact can be a challenge in itself.

Instead of big gestures, your brand could create little “wow” moments that make a big impact. Providing personalized service on the channel of your choice is one of the most effective ways to surprise customers and turn them into fans for life.

Almost 80% of consumers say that speed, convenience, knowledgeable help and friendly service are the most important elements for a positive customer experience, according to PWC.

With Sparkcentral from Hootsuite, you can easily customize proactive messaging, automation, and bots to create memorable customer experiences that build lasting, meaningful connections.

Proactive messaging was the key to success for European eyewear brand Odette Lunettes.

They communicated status and delivery updates to customers via WhatsApp and used an automated message flow to send customers the answers they wanted most – without asking for them. This seamless customer experience resulted in a sharp drop in support tickets throughout the ordering process.

3. Get personal, even on a scale

One of the best ways social media offers is to reach precise audiences with personalized messages. Likewise, social messaging enables brands to integrate customer data into their messaging platform to get personal with customers – even on a large scale.

Integrate your social media and messaging data with your CRM (Customer Relationship Management) platform using Sparkcentral by Hootsuite to provide a seamless experience for your customers and employees with customer contact.

To ensure personalization at scale, you can customize messaging bots and automate your customer loyalty and customer service workflows to answer repetitive questions.

Screenshot with an auto-responder bot in the chat

Setting up bots to automatically respond to people guarantees they will get a quick response. And smooth handovers of bots to human agents ensure that people still get the benefits of a personal touch – all in one seamless experience.

4. Unlock insights to learn about sales, marketing, customer service, and product strategies

When you understand your audience, you can develop more effective social marketing strategies, provide improved customer care, better connect with your customers, and develop better products.

Social media and social messaging data can help you understand people’s attitudes towards your brand. It goes beyond metrics to capture your audience’s “online sentiment”.

Understanding how people think of your brand can help keep your marketing and product development efforts on track.

Plus, you can instantly reply to positive or negative posts and messages. Immediate responses are key to maintaining brand reputation and mitigating the effects of a crisis.

5. Build teams for success

Social media and customer care are the front lines of your business. This is where you can build loyalty, manage crises or simply make sure that all customer needs are met on time.

By making social messaging a part of your social media and customer care strategies, you can ensure that your teams have the right tools to succeed in their roles.

Messaging apps support rich media content such as interactive voice, video, and images. This allows you to engage with customers in a more meaningful way and gain valuable data to improve customer service key performance indicators (KPIs) such as FCR (First Contact Resolution), Average Turnaround Time (AHT) and Customer Satisfaction (CSAT).

Screenshot with customer care metrics in Sparkcentral

The integration of data across all customer channels also creates a better customer experience and a smoother workflow for teams, as repetitions are avoided and teams get the information they need to address customers efficiently.

Make customer support effortless and the customer experience seamless

As customers adopt new behaviors, the popularity of social messaging apps opens the door to optimized conversational experiences. It enables brands to proactively address social media issues and resolve common customer care frustrations.

Isn’t it time your brand incorporated messaging into their social media and customer service strategies as 70% of people expect businesses to receive more customer service related messages in the future?

With Sparkcentral from Hootsuite, brands can more easily manage incoming customer inquiries on social media via Instagram, Twitter, Facebook Messenger, WeChat / Weixin and WhatsApp.

Sparkcentral can even be used to manage messages received through your own digital channels such as your website or app.

You can manage all of these conversations through automated message distribution. Sparkcentral uses AI-powered chatbots to answer simple support queries. Live agents can intervene if necessary. The platform can be easily integrated into your existing CRM systems.

Deliver an exceptional customer experience in no time with Sparkcentral by Hootsuite. Setup is incredibly quick and, thanks to the user-friendly agent desktop, the perfect solution for any team with customer contact.

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