Facebook introduced the functionality of chat bots in November of last year as a brand new Facebook feature. This was quite an exciting time for many marketers, particularly those who were always on the lookout for an opportunity to promote using innovative technology. But like any new piece of software, sometimes the bot didn't deliver everything it promised and in many cases, the application was simply not delivering what it promised. So what went wrong? And is there anything we can do now to make Facebook Chatbot work more effectively?
In the first instance the bot was only available for those who had a subscription to Facebook's messaging service. This limited people's ability to use the bot for several reasons such as they had to pay a fee to join Facebook, they couldn't use the Facebook network itself which made them outside of the Facebook ecosystem and, crucially, even if they could have used the Facebook Messenger Bot they would not have been able to target Whole Foods Market directly because Whole Foods uses a different brand altogether. Facebook Messenger Bot was therefore not the bot you were expecting and many people were quickly put off from engaging with it or using it when they could have. A number of Facebook users expressed concern that as Facebook customers they were being excluded from the benefits of the Facebook Messenger Bot. Concerns also arose about the security of information users sent to Facebook Messenger Bots.
As a result, Facebook admitted the limitation and introduced chat bots later in the summer. These chat bots were limited to Facebook pages, but provided similar functionality to the Facebook Messenger Bot. However, since they are now a separate program, Facebook is free to allow as many third-party companies to sell Facebook Messenger Bot advertising to customers who have a Facebook account, rather than to have customers signing up and paying for Facebook Messenger Bot use just to be allowed to use the Facebook chat bots.
At the time, Facebook was still selling the Bot software as part of the Facebook Marketplace, which allowed third parties to create applications that would be sold to Facebook customers. With the introduction of the chat bots, Facebook made the decision to allow any third-party company to create a Facebook Messenger Bot which they could then promote through the Facebook platform. When the Facebook Marketplace was launched this meant any interested third-party company was given free reign to create and market any bot they wanted to sell to Facebook customers. The only stipulation was that the company selling the Bot must meet Facebook's standards before they could become part of the Facebook Marketplace.
This was a huge advantage for Facebook users as it meant they had more choice and better customer service. Unlike the way Facebook used to do things back in the early days when customer service was at a severe all-time low and customers tended to go straight to the competitor's site when unsatisfied with their services, Facebook now allows customers to voice their opinions and post reviews and complaints through Facebook Chatbot. This way Facebook customers are able to provide feedback on Facebook chat bots and Facebook services in a non-intrusive way which reduces spam and gives them real value. There is also no longer the need to wait for customer service representatives to solve a problem, customers can do it themselves.
In addition to Facebook messaging Bots, Facebook has recently introduced Facebook apps. These are stand alone programs that are designed for iPhones, iPads and any other smartphone that has access to the web. These apps are designed to function in conjunction with Facebook Messenger Bot. There are now several Facebook apps available including one called Facebook Spaces which provides a social space where people can chat, share pictures and videos and even enter virtual competitions. Facebook Spaces offers an open rate of roughly 0.5 percent which means it has already become one of the most popular Facebook applications on the market. Just days before it was launched Facebook introduced an update to the Facebook mobile apps which will allow users to upload files to their Facebook accounts from their smartphones.
In addition to the apps themselves, Facebook has developed many additional applications including the News Feed which allows users to scroll through the posts on their friends walls as they come in. The News Feed can also be used in conjunction with the Facebook Messenger Bot by allowing the Bot to post news stories from any partner network's news feeds. Facebook has also developed the Facebook QR code which can be used with many Bluetooth applications such as those produced by HTC, Nokia, Samsung and others which allow consumers to access coupons, deals and specials without having to scan a physical code.
Since Facebook is currently one of the most popular social media sites in the world, it comes as no surprise that it would want to increase its share of the global communication market. The introduction of Facebook chat bots and Facebook apps has helped to make communication more convenient for Facebook customers. However, by far the most innovative use of Facebook's new tools is the integration of customer service information into the user interface of manychat. The aim of this new application is to allow Facebook users to get quicker customer service responses and to help the user identify problems faster. This is part of Facebook's plan to gain an increasing amount of influence over the communication landscape.