Are direct messages on Facebook or Instagram important? Most businesses that are starting out on social media think that queries received through direct messages on social networks are less important than emails.
But actually, it’s the opposite! Users spend more time on social media than checking their inboxes nowadays. That’s why your company needs to provide outstanding customer service via social media as well as other communication channels and answer every message it receives from customers.
A direct message is a private message sent by a social media user either to another user or to a business account. The fact that other users can’t see content that wasn’t sent to them makes this kind of communication unique.
As far as open rate is concerned, a direct message from Facebook or Instagram has a very high value, exceeding 60% or even 80% compared to an average email open rate that is around 15-25% (source). This is simply because people use these social networks extensively. The more active your brand is on a particular network, the more relevant the inbox will be.
Be yourself. You are connecting with other human beings, so be transparent, honest, and empathetic. Convey your values or the values of your brand to your customers.
Ensure both public and private communication on social media have the same tone of voice. If the tone is relaxed and easy to digest on your public posts, do the same in direct messages. Don’t be too formal. You don’t want a sender to doubt if they messaged the right company, do you?
Social media is an ‘always-on’ channel. Get used to responding to messages and comments as soon as possible, regardless of the context of the message.
Make sure those who are taking care of your business account’s inbox know how to write properly. If they have any doubts, recommend that they use a good spell-checker or ask for assistance from your editors.
It really depends, and there’s no general rule. No digital message should be too long, however, your replies to customer messages shouldn’t be too abrupt either. It’s not a sales email in which you have to grab the recipient’s attention in 2-3 sentences. Your potential or existing client is sending you a message, so make use of this opportunity and try to mesmerize them.
Greet the sender and try to be as comprehensive as possible with your message. Communication on social media is less formal than email communication and often occurs in real-time, so you can allow yourself to make some small talk before getting into the details.
Social media communication is rather informal, plus if someone sends your company a direct message then you already know their name. That’s why we’d suggest addressing senders by their first name to shorten the distance. If a profile picture indicates that you are dealing with an older person then you may decide to put “Sir/Madam” at the beginning of your message, but it’s pretty unusual in social media communication.
Remember to use emojis, which are the second language of social media.
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