It’s taken a long time for companies to master customer service via social media.
Those that have done so are probably in the minority. As social media and marketing technology platforms have enhanced their customer service offerings—such as Twitter’s stripping away direct message restrictions and Facebook’s “Very Responsive to Messages” badge of honor—companies have shifted resources from to call centers to social media staffing.
The next monetary shift indicates a new opportunity for the social media marketer to shine: the investment in chatbots.
You’d be hard pressed to find a role in social media marketing today where some hybrid of community management and customer service wouldn’t cross your desk.
Though this means you might already play a role in putting a brand’s customer service budget to work, there’s an important tradeoff to consider. Consumer dependency on chatbots means decreasing investment in mobile apps. That indicates a shift in marketing allocations, for your brand or for your agency’s clients.
How will this affect social media marketing in 2017? With 1 billion daily active users and counting, Facebook is where consumer segments with the most purchasing power are active. That tells me that Facebook is about to emerge as the leading outlet for branded chatbots in 2017, meaning:
· Best-case scenario: Increased time and money will be allocated to your customer service and community management efforts this year.
· Worst-case scenario: Heightened consumer expectations for customer service accessibility via Facebook messenger will increase before your capabilities are up to the challenge.
Read the source article at PR Daily News.