Social media platforms, such as Facebook, LinkedIn, and Twitter, have revolutionized the customer care industry as they not only help businesses better serve their customers, but they also enable companies build long-lasting relationships with their consumers.

If you visit our blog frequently you know that we regularly discuss the surge of social care initiatives that companies are putting forth in order to keep up with customers expectations. Recently, there’s been an uptick in companies leveraging Facebook Messenger as a form of customer care.

Facebook Messenger is an instant messaging service and software application integrated with Facebook’s web-based chat feature that provides users with text and voice communication. Similar to live chat, an increasing number of companies are starting to use this platform to communicate with their customers.

For example, hospitality industry giant, Hyatt, has teamed up with customer care solution, Conversocial, to roll out their Facebook Messenger initiative, which will enable Communicators to respond to guests’ inquiries and improve their overall travel experiences via Facebook.

Companies would be wise to follow in Hyatt’s footsteps and add Facebook Messenger to their list of customer care channels. Not only because it allows you and your customers to have two-way communication regarding issues or inquiries, but Facebook Messenger is widely popular amongst consumers.

In fact, research from Verto Analytics revealed that 800 million people use the Facebook Messenger app. What’s more, approximately 222 million U.S. Facebook users spend 14 hours per month in the company’s app. Indeed, this will be a valuable integrated marketing solution for any business as it combines social media with live chat and your consumers are already leveraging it in their everyday lives.

So, you might be eager to implement Facebook Messenger after reading these convincing statistics, but it’s important that you first educate your Communicators about the platform and ensure that they have the skills to deliver superior customer care via social media.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.