In recent times, social media platforms have become a goldmine for businesses. By using social media, businesses are interacting with their target public in new and unprecedented ways. For example, Twitter alone has around 217 million daily active users. This makes it the perfect place for businesses to reach their target audience. Businesses have been tweeting about products and promotions for years now, as well as fostering interaction with customers through public tweets, likes, and retweets. However, the most underused part of Twitter could be the most important. This feature is the Direct Message (DM).
The Direct Message
Direct Messaging is just what it sounds like: directly messaging a specific user in a conversation only you and the other party can see. Twitter, Facebook, Instagram, and most other social media platforms all offer some form of direct messaging service on their respective website. In general, DMs are used by individuals on these platforms. However, there are multiple reasons businesses should be taking advantage of the DM function more often.
Improved Privacy
The first reason is that DMs are more private. This could be helpful if you want to talk about a specific order or specific issue, especially if it is a negative one. If someone raises a complaint in a public post, DMs are the perfect solution. You could just respond with, “Great question (or, ‘Sorry to hear about that,’ depending on the comment). Check your DMs for our response!” This allows for you to quickly take control of the situation while addressing your customers’ concerns and is the perfect way to keep potentially negative publicity out of the public eye.
This improved privacy is also valuable to customers. When you open your DMs on social media, people interested in your brand will be able to communicate with you without making their concerns, questions, or comments public. People who might hesitate to communicate with you in front of the whole of Twitter will appreciate the opportunity to communicate with you privately. Offering this kind of communication makes your brand more approachable, and being an approachable brand is one of the first steps to being a profitable one!
Sending Links Through Direct Messages
The second reason this function is important for businesses is that you can send links through direct messages. This is great for sending a link to your business’s website. If someone messages you about a specific product, you have the ability to send them a link that takes them directly to the exact product they asked about. Sending a DM with a link is much more personal than just having a link to your website in your bio. It also allows for a much more direct, streamlined way to bring your social media audience into your actual website.
Personalized Communication
When you communicate with a follower via Direct Message you are able to address them personally and specifically. This can be important for customer retention because, according to Salesforce, 52% of consumers and 65% of business buyers will switch brands if the vendor doesn’t personalize communications. With direct messaging, you can personalize your communications to your followers in numerous ways. You can send a focused message to followers living in a certain location, promoting your events in their town. Direct communications specifically to new followers, welcoming them to your brand. Have customers who have been following you on social media for a long time? DM those followers with recognition of their longevity and offer them a “thank you” promo. If you are looking to talk about a brand partnership with influencers who follow you, you can send a message to just your verified followers, acknowledging their status. If you send DMs to your followers with information relevant to their interests and the keywords in their bio, you’ve started a personal conversation that isn’t possible with basic posts.
Using Direct Messages to Foster Better Customer Service
The last reason is that direct messages give you the ability to provide improved customer service. As we discussed in the first reason, DMs give you the ability to answer users in a personal and private manner. Additionally, they allow for you to respond quickly to questions, concerns, and even praise for your business. Fostering customer engagement through direct messages allows for you to provide a faster, more personalized response to the individual user. DMs provide a more relaxed and informal conversational outlet with consumers. This helps avoid the stress and anger customer service phone calls can so often cause. With that in mind, businesses have to be ready to respond in a timely manner to all of these DMs. Prompt response to customer concerns and queries remains important regardless of the format!
Using JetStream to Optimize Direct Messaging
For these reasons and more, businesses need JetStream Social to help them manage their direct messages. JetStream gives businesses the ability to use Twitter’s direct message inbox like you would an email inbox. This service offers the ability to quickly look up names or keywords throughout all your messages. This enables you to more efficiently find all the messages that pertain to pricing, shipping, or customer service. You’ll be able to effectively utilize your DMs without having to scroll through each individual message. JetStream Social also makes it much easier to personalize your direct messages. With the ability to filter your followers based on location, age of the account, verification status, keywords in bio, and other ways, JetStream Social allows you to maximize the personalization of your social media messaging. These features will help drive your social media presence to its fullest (and most profitable) potential.