According to a Business Insider Report, the combined user base of the top four chat apps (WhatsApp, Messenger, WeChat, Viber), is larger than the combined user base of the top four social networks(Facebook, Instagram, Twitter, LinkedIn).
Customers are frequently using brand’s social pages to voice their opinions about the product and services that they are using, which makes it a necessity for the companies to maintain their social media presence. Other than the third-party tools, social channels have laid out their own tools to provide limited analytics and insights about the customer behavior. Recently the surge in use of Messaging Apps to connect with brands have made them appealing to businesses and marketers, including their size, retention and usage rates, and user demographics.
What is Facebook Green Badge?
“Very Responsive to Messages” or as Facebook Page Administrators call it, the “Green Badge” has become a key tag signifying that the brand is very responsive to inbox messages. Earning this badge not only makes the customer confident about the brand and enhances its reputation but also motivates the brand to reduce their turnaround time for queries/complaints resolution.
Criteria for Green Badge Activation
Facebook takes into consideration the data from the past 7 days for Green Badge Activation and only the first reply for each conversation is considered.
- Response Rate should be greater than 90%
- Response time should be less than 15 minutes.
Response Rate is the percentage of first messages by customer that are replied to on the same day, whereas Response Time is the average time taken for the first reply to the conversations for that day.
Steps to active your Green badge.
- Assigning a Dedicated Team to FB Page Inbox
One needs to respond to the messages as soon as they are received. So, a dedicated team could be employed for Inbox management based on the volume you receive. A few sample replies can be drafted based on frequently received messages which can be sent immediately.
- Setting Page Status to Away Automatically
It is impossible to be active on the Messenger whole day, so the Page’s Messaging Status could be set to ‘away’ for 12 hours as per the requirement. The responsiveness metric for the messages received, during this period. will be calculated based on the time when the page becomes active again.
Steps: Settings-> Messages-> Response Assistant-> “Stay responsive
when you don’t have access to your computer or phone”-> Change-> Schedule
- Deploying Chatbots
Chatbots can be deployed to Messenger, in order to reply to messages received automatically, using intelligent keyword recognition and “Artificial Intelligence”. Using Sentiment Analysis and tagging, the messages can be replied to, based on the content.
- Stop Using Instant Replies
The Instant Reply option which automatically sends a pre-drafted reply to the first message in the conversation can tamper with your response rate. As per Facebook’s Help Page, Instant Replies and messages marked as Spam aren’t considered while calculating the Response Rate and Time. Also, one reply for all the messages received can sometimes lead to mockery, as it doesn’t differentiate between positive and negative messages.
- Using Social CRM Tools
Social CRM tools can help you in replying to messages instantly, while making it easy to manage your customer cases. Some CRM tools also come equipped with chatbots and intelligent conversation monitoring, which can help a brand in classifying and diverting their queries to the appropriate department.