Social Media Marketing For Dummies, 4th Edition

Chapter 20

Utilizing Messaging Apps

IN THIS CHAPTER

Determining what messaging app users want

Using messaging to provide conversations with chatbot

Understanding the use of WhatsApp

As a communications technology, online messaging is overtaking social media as the preferred way of connecting with brands. One reason for this is that messaging is a private targeted communication between a customer and the brand with no interference — and it’s immediate. People also embrace messaging as a better way to communicate with friends and family. In fact, over 87 percent of the worldwide Internet population uses a chat or messaging app (Global Web Index Messaging App Report 2018).

In this chapter, we look at two major messaging platforms: Facebook Messenger (Messenger) and WhatsApp from Facebook. We also see how your business can use chatbots to increase your reach, provide better customer service, and engage customers.

Looking at Messenger

In this frenetic Internet environment where developing customer relationships is crucial, direct messaging is a welcome addition. It’s like email only better because it’s faster and as of this writing, it’s still somewhat of a novelty. Users find it ...