In early March, Mark Zuckerberg published a note outlining Facebook’s vision and principles around building a privacy-focused platform: “A Privacy-Focused Vision for Social Networking.” Private messaging and temporary posts such as Facebook Stories, which disappear after 24 hours, are already among the fastest growing features of social networks, and Zuckerberg laid out his plans to accommodate this demand.
According to Zuckerberg, by 2020, users should be able to message one another across the brand’s different apps — regardless of who has an account where. WhatsApp users, for example, will be able to privately message Instagram users without leaving their preferred app.
This increased platform connectivity heralds a new era of opportunity for brands seeking to reach customers who lead increasingly online lives, but also demand more digital privacy. Facebook’s privacy move will have three main benefits for brands hoping to improve the customer experience:
Now, it will be much easier to manage customer questions, concerns, and interactions because customers can use their preferred service. Some consumers may exclusively use Instagram, while others may use all three apps – WhatsApp, Instagram and Facebook Messenger.
By merging these platforms, a WhatsApp user can still send a message to a brand on Messenger without signing up for the service.
Enabling cross-messaging between Facebook Messenger, Instagram, and WhatsApp with end-to-end encryption will create a more private messaging experience without sacrificing speed and convenience. Today, only WhatsApp is using an end-to-end encryption system for messages. As a result, many brands need to drive customers outside of the messaging platforms in order to handle payment information, phone numbers or other sensitive information.
With end-to-end encryption across all messaging services, brands will be able to securely complete critical actions such as customer payments within messaging platforms.
Brands can now reach and engage with consumers even if they don’t have a presence on all Facebook applications. For example, a brand may have a Facebook page but no WhatsApp profile. With Facebook’s new infrastructure, a brand will be able to use their Messenger chatbot to reach out to users in WhatsApp without setting up a profile or expanding resources.
Additionally, businesses spend a tremendous amount of time managing customer interactions across Facebook Messenger, Instagram and WhatsApp. By eliminating the need to switch between each platform when responding to customers, brands can dramatically increase productivity.
On the Facebook Business blog, their goal is to help brands “get personal with one of the world’s biggest communities.” Facebook’s privacy changes make it possible to achieve this – giving brands an easier way to drive secure, fluid conversations with consumers on the channels they prefer.
As a Facebook Marketing Partner (FMP), Sprinklr helps brands handle all of their marketing, advertising, and customer care activities in one central platform. This enables businesses to see all incoming messages without having to switch back and forth between channels, and to track issues over time.
Sprinklr will continue to support brands’ Facebook messaging needs, and will evolve as new features are rolled out across social and messaging platforms. Stay tuned for updates!
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