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Meta Announces New Business Messaging Tools, Including Improved WhatsApp Ad Creation

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Meta Announces New Business Messaging Tools, Including Improved WhatsApp Ad Creation

Meta has announced some new options to help brands utilize its messaging tools, including improved ad creation on WhatsApp, the merging of WhatApp messages into the Meta Business Suite inbox and quote requests on Instagram.

First off, on WhatsApp – improving the WhatsApp ad creation flow, businesses will soon be able to create and launch their campaigns in the WhatsApp Business App, instead of having to switch apps to complete them.

The current process requires various app switches to activate a campaign, which can be annoying, especially given that you can create and launch campaigns in most other business dashboards. Soon, that middle element will be cleared, helping to streamline the WhatsApp promotion process.

Meta’s also looking to further its grand messaging unification progress, with the merging of WhatsApp messages into your inbox in Meta Business Suite.

WhatsApp inbox

That will make it easier to manage your business messaging interactions, while also helping you scale your contact points, so you can offer more ways for people to get in touch via the platform of their choice.

Eventually, all of your various Meta inboxes (Messenger, WhatsApp, IG Direct) will be integrated into one, so you can carry on your private discussions in any app you choose. Meta has delayed that process till 2023 at least, so that it can address regulatory concerns about the expansion of messaging encryption, but this new integration is another small element in that larger push.

Meta’s also testing a new capability that would enable businesses to send promotional message campaigns via Messenger to customers who opt in.

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“For example, a customer may opt in to receiving notifications about upcoming sales, allowing businesses to keep customers in the loop about future sales. SMBs have long told us that Meta Business Suite enables them to respond more efficiently to customer inquiries, but they’ve often relied on other solutions for customer reengagement. With this feature, SMBs will have a new tool to drive sales and customer loyalty in Meta Business Suite.

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Messaging campaign set up

On another front, Meta’s also adding ‘Lead Filtering’ on Facebook, which will enable business managers to filter out low quality leads by providing prospective customers with a multiple choice question within their Lead Ad Instant forms.

Meta’s also giving brands more content options within Instant forms, including images and downloadable PDFs.

And finally, over on Instagram, Meta will now enable businesses to elicit quotes from prospective customers via a questionnaire that will be displayed before starting a conversation. 

Currently testing with select businesses, this free product allows businesses to put a “Get Quote” button on their Instagram profile and use “Get Quote” stickers in Stories. With this button or Stories sticker, businesses can set up custom questions to ask customers prior to starting a conversation.

Messaging is still a difficult element for Meta to crack, on the revenue front at least. Despite billions of people using its messaging platforms every day, inserting ads, Meta’s most reliable business model, is not an option, and as such, Meta’s still trying to establish the best models, with WhatsApp, in particular, offering huge potential if it can get it right.

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Meta had hoped to follow the lead of China’s big messaging platforms, which have become essential connection tools for many elements of everyday life for Chinese users, but Western audiences haven’t warmed to messaging in the same way. Yet, WhatsApp is a critical tool in many emerging markets, and there is still opportunity for Meta to convert it into a business platform as well, which is what new updates like these ideally work towards.

It seems like a ripe opportunity – the capacity to reach new markets through expanded messaging exposure, which could help drive new business.

It’s not an essential consideration yet, but it is worth exploring which messaging apps your target audience uses, and whether you’re accessible via the platforms that they’re on.

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Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots

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Elon Musk's Team Asks for More Data to Complete Assessment of Twitter Bots

Okay, let’s just check in on the latest with the Twitter/Elon Musk takeover saga, and where things are placed to close out the week.

According to the latest reports, Musk’s team recently asked Twitter for more tweet info, in order to help it make an accurate assessment of bot activity in the app. This comes after Musk questioned Twitter’s claim that bots and fake accounts make up only 5% of its active user base, and said that his Twitter takeover deal could not go ahead unless Twitter could produce more evidence to support this figure.

Which Twitter did, by providing Musk with access to its ‘full firehose’ of tweets over a given period, which it shared with Musk’s team back on June 8th. Musk’s group has now had that data for a couple of weeks, but this week, it said that this info is not enough to go on, and that it needs even more insight from Twitter to make its judgment.

And after initially resisting calls for more data access, Twitter has now reportedly relented and handed over more tweet data access to Musk’s team.

Which may or may not be a concern, depending on how you see it.

In its initial data dump, Twitter reportedly gave Musk’s team info on:

  • Total user tweets (within a given time period)
  • Data on which devices were used

As noted, Musk’s team says that this has not provided it with the insight that it needs to conduct an accurate analysis of potential bot activity, so Twitter has now provided Musk with more ‘real-time API data’.

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It’s not clear whether that means that Twitter has provided everything that its API systems can provide, but that could mean that Musk’s team can now access:

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  • Real-time info on tweet text and visual elements/attachments
  • Data on retweets, replies, and quote Tweets for each
  • Data on tweet author, mentioned users, tagged locations, hashtag and cashtag symbols, etc
  • Date, time, location, device info

That should satisfy any analytical needs to uncover potential bot trends, and get a better handle on Twitter’s bot problem, though it also means that Musk has all your tweet info – which, again, it’s worth noting, Twitter up till now had been hesitant to provide.

I’m sure it’s fine. Musk’s team is beholden to disclosure laws around such, so it’s not like they can do anything much with that info anyway, in a legal sense. But the idea that the sometimes erratic Elon Musk now has all the tweets could be a little concerning for some.

But Twitter likely had to provide what it can, and if Musk is going to become CEO of the app soon anyway, he’s going to have access to all of that data either way.

But still, given Musk and Co’s past history of undermining and attacking critics, sacking trouble maker employees and digging up potential dirt on rivals, it sits a little uneasy.

Should be fine. No problems – no need to go deleting all your DMs (which are likely not included in the data that Twitter has provided at this stage).

According to reports, Musk’s team says that it now has the info it needs to make its assessment of bot activity, which should see the deal move forward (or not) sometime soon.

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Of course, no one knows what exactly is going to happen next, and whether Musk’s team will look to renegotiate, or even back out of the deal entirely as a result of its bot analysis. But it does seem like, one way or another, Musk will be forced to go ahead with the $44 billion transaction, with Twitter’s past bot reporting methodology already accepted by the SEC, giving it legal grounding to argue that it’s acted in good faith, regardless of what Musk’s team finds.

The next steps then, according to Musk, would be securing debt financing and gaining Twitter shareholder approval, clearing the last hurdles for Musk to change the app’s name to ‘Telsla Social’, and add a million references to ‘420’ into the platforms various terms and conditions.

Because of the memes, because weed jokes are still funny to the richest man in the world – because he vacillates between inspired genius and a massive nerd who now gets to play out some fantasy of being cool.

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Or something. Who knows what goes on in Elon Musk’s head – which is also why most are hesitant to bet against him, as nobody knows if and how he might be able to fix Twitter, and whether this is a great investment or a massive disaster.

It seems like we may soon find out. Maybe. Who knows. Either way, the memes should be great.



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