How to Use Facebook’s New Messaging Features for Pages

Facebook introduced a host of new messaging features for pages earlier this month, and page administrators now have a guide to those new features, courtesy of Facebook for Business.

Facebook introduced a host of new messaging features for pages earlier this month, and page administrators now have a guide to those new features, courtesy of Facebook for Business.

The social network announced earlier this month that it was introducing a “send message” call-to-action button and the ability for pages to respond to comments via private messages and for page admins to choose from saved responses.

Facebook for Business offered the tips below for page admins interested in taking advantage of the new features, as well as the following related Help Center entries:

Turn on messaging when you’re ready: Page messaging is a feature that page admins can turn on and off for their pages, and once you enable messaging for your page, people will expect you to respond. So turn on messaging only when you can commit to responding to messages. If you respond to 90 percent of messages within five minutes, you’ll earn a “Very responsive to messages” badge that tells page visitors that you can be reached effectively through messaging. While we don’t expect every page to meet this threshold, we recommend being as responsive as possible to build rapport with your customers. And only the messages you respond to count toward your response rate. You can also turn off messaging (in page settings) during your business’ off hours, if you like.

Write the way you’d speak to someone in person: Messaging is a direct and personal communication channel, so make sure your tone is friendly and respectful. Write to your customers in the same way that you’d speak to them in person. It’s also important to think about the context of messaging before you reply to or initiate a message with a customer. Messages are interruptive, meaning they get the attention of the recipient right away, so we suggest using messaging for matters that require immediate attention. For general marketing communications, consider boosting posts from your page or running ads.

Be helpful and to the point: Facebook messages don’t have a character limit, but we still recommend keeping your messages short and to the point. Be clear about which question you’re answering and which action you recommend. And sign your messages with your name, not just the business name, to personalize the communication.

Limit saved replies to frequently asked questions: The new saved replies feature helps page admins respond quickly to high volumes of messages asking similar questions. We recommend using them to respond to frequently asked questions, like your business hours and the details of your return policy. For one-off questions from people, send a personal reply.

Respond privately to sensitive questions: Page admins can now reply with private messages to comments left on their page, helping them respond to personal requests and handle customer-specific information more effectively. Use private replies for messages including billing questions, sensitive customer complaints, order statuses and other topics that include personal information. Continue to reply publicly to general business questions and requests, where your public answers will be useful to other page visitors.

Page admins: Do you have access to the new messaging features yet? What have your experiences been like?

PagesMessagingGuide David Cohen is editor of Adweek's Social Pro Daily.