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OpenGraph powers proactive customer service on Facebook

Move over Twitter. Facebook is the now the most powerful social network for providing proactive customer service.

For many companies, Twitter plays the largest role in proactive customer service because Twitter search makes it easy for companies to find and respond to brand-related conversations on the site. While effective, providing customer service via Twitter isn’t a comprehensive solution due to Twitter’s small audience.

Although 87 percent of Americans are ‘aware’ of Twitter, 0nly 7 percent actually use it, according to a report by Edison Research. Facebook, by contrast, attracts 41 percent of Americans but has been inaccessible to brand monitoring tools…until recently.

Public Facebook streams, powered by OpenGraph, are now showing up in Internet search results for monitoring tools such as socialmention.com.

In addition to 5x the audience size, Facebook offers other advantages for customer service:
  • Privacy. Twitter messages are public. This makes it impossible to provide discrete customer service. Companies must invite Twitter users to call or email them with details of their brand experience. Facebook offers private messaging and enables companies to respond immediately without leaving Facebook.
  • More than 120 characters. Facebook posts are limited to 140 characters. This allows customers to share more meaningful information about their brand experience. Instead of saying ‘YOUR COMPANY SUCKS’, users have additional characters to explain ‘WHY YOUR COMPANY SUCKS.’
  • Threaded messages. Complete conversations on Facebook are stored in a single, threaded message. This means the entire exchange between a dissatisfied customer and a company are stored in one document. This decreases the likelihood that messages will be overlooked or forgotten as conversations progress.
  • A robust personal profile. Twitter provides little information about users. Facebook provides a lengthy personal profile and validates every user’s email address.
For these reasons, providing customer service on Facebook has proven to be EASIER than providing customer service on Twitter. And, thankfully, companies using Twitter for customer service today will find it easy — and rewarding — to adapt their Twitter-centric processes for Facebook’s wider audience.
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Oh God! (Customer Service on Facebook)

See what happens when God calls Facebook customer service:


Recent columns by Troy Janisch
Troy Janisch, Publisher of Social Meteor, is a digital marketing professional and social media enthusiast. Previous projects? Until 2009, he was publisher of the Business Owner’s Toolkit and host of it’s nationally-syndicated radioshow of the same name.

The opinions expressed herein or statements made in the above column are solely those of the author, and do not necessarily reflect the views of Wisconsin Technology Network, LLC. WTN accepts no legal liability or responsibility for any claims made or opinions expressed herein.

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