“I believe the future of communication will increasingly shift to private, encrypted services where people can be confident what they say to each other stays secure and their messages and content won’t stick around forever,” Zuckerberg wrote to all Facebook users. “This is the future I hope we will help bring about.”
Facebook’s public-to-private priority shift will have widespread ramifications for how customer service is conducted in the coming decade. Let’s explore what it means for your company.
The way we communicate online has changed dramatically in the past few years. After decades-long of open sharing, most people now prefer to keep conversations private. Instead of publicly posting on Facebook or live-tweeting their thoughts, consumers have shifted to private messaging platforms. In
Facebook’s move will allow the company to attract more users, to increase the reach of Facebook’s advertising system, and to give the businesses another avenue to reach their audiences. It also provides for more security.
Facebook users want more control over their conversations, and a unified chat offering provides that. But users also want to reach friends, family, and increasingly, businesses, just as easily as ever. The unified backend creates the potential for unified (and verified) user profiles and new and improved business-to-consumer communication tools. For example, newly available WhatsApp ads will allow Facebook advertisements to reach more of the right people and fewer of the wrong ones with the help of WhatsApp user
“Working towards implementing end-to-end encryption for all private communications is the right thing to do,” Zuckerberg said in a recent talk, reassuring users that their conversations will be safe. In this future, people will have more control and more security, and Facebook is poised to grow even further into a hub for global communication. Whether on desktop,
As brands employ messaging as a support channel, they’ll have to make sure to earn their consumers’ trust on the apps. Largely, that’s a function of choosing the right partners—like Facebook. As Zuckerberg works to prove the security of WhatsApp and Facebook Messenger, expect to see a rise in popularity of other chat apps that businesses can (and should) integrate with, such as Apple Business Chat. Businesses can securely reach their consumers, and their customers can seamlessly talk to agents through the communication platform they already prefer.
Companies can advertise the fact that their messaging methods are encrypted and secure, especially when financial or valuable personal information is being shared. Transparency and trust are now just as important for retailers and travel brands as they are for banks.
Facebook wants to be the hub of the internet for the messaging age—the post open web age— and with it’s 2.2 billion-strong user base and public-to-private shift, it’s going to be the strongest contender in that space for decades to come. Any brand that wants to stay on the forefront of consumer trust will have to be on the forefront of Facebook messaging.
"The future of communication will increasingly shift to private, encrypted service"