Reactions, Likes, Comments, Shares

What Do Reactions Mean for Facebook Users?

When you sit down and think about the history of Facebook and the like button, it seems unbelievable that they made it for so long with a single expressive emoticon. There was a great post on Bloomberg Business that went inside Facebook’s decision to blow up the like button. It’s as much about the story behind how Reactions came to be as it is the why and how of the change, and it’s a great, in-depth read.

The initial decision, several years ago, to update the set of tools available for Facebook users to quickly and easily engage with posts was borne from the shortfall of having only a like button. There were too many instances where liking a post was inappropriate while composing a comment was too time-consuming. What did you do when your friend posts a picture of their sick dog on the day they have to take it into the vet and say goodbye? You might have written a word or two, but more than likely, you would have hit the like button even though what you really mean – and what your friend understands – is “I’m sorry you are going through this today, and I’m thinking about you and your dog.”

How about during catastrophic events such as the deadly explosion in Beirut last October? What do you say to people who live in Beirut, were traveling in Beirut, or worse, lost somebody in Beirut? If there’s any semblance of positivity, hope, or unity, then maybe an “I support you” like makes sense, but you’re starting to see the problem.

The like button wasn’t just insufficient for negative posts, either. Let’s say your friend wins the Stanley Cup and posts a picture hoisting it over his head; is this an image that makes you think, “Yep, I like that”? He probably knows you mean, “Holy $%^#, this is the best day of life!” but it just doesn’t seem right. Thankfully you can now use the Wow Reaction to express your awe.

How to Analyze Facebook Reactions

Facebook Insights offers a rather limited approach to analytics for those interested in Reactions. The system examines simple metrics such as how many of each reaction each post receives, as well as the number of clicks, comments, and shares. Social media marketing tools like Sprout Social can offer more in-depth interpretations of Facebook’s engagement data. With deeper insights into your target audience, you can better understand what customers feel when they view certain posts and which emotions facilitate the greatest conversions. The more you know about your impact on your target audience’s emotions, the more effective your marketing strategies become.

What Do Reactions Mean For Marketers?

Just as the “like” button features into Facebook’s algorithm, reactions are also vital to social media campaigns. Facebook measures all reactions equally when evaluating posts. What this means for marketers is that Reactions are just another way to engage with customers. These icons are a hub of useful information. Reactions are much more descriptive than a simple “like” and allow marketers to see how customers “feel” about their posts. Facebook gives companies access to a clearer picture of what their customers like and what they love. Adverse reactions also help brands to overcome consumer problems and protect their reputation. With Reactions, brands can adapt and refine their messaging to evoke the desired emotions they most want to see.

How to Use Facebook Reactions in your Digital Marketing Campaigns

Facebook Reactions represents a unique engagement metric for companies, as emotions are the key driver behind most purchasing decisions. For digital marketing and social media campaigns, Facebook Reactions can:

1. Show which emotions promote the most conversions

There are countless emotions involved that drive customers, both positive and negative. Anger can be a powerful motivator, particularly in certain industries and non-profit organizations.

2. Highlight potential advocates

People who regularly react with the “love” reaction may be ideal for evangelism and influencer campaigns.

3. Support optimization

Measuring negative or “angry” reactions allows you to create a list of topics and content to avoid. Facebook Reactions can be a powerful addition to a reputation management strategy.

By adjusting a common engagement metric, the “like” into something more nuanced, Facebook makes it easier for you to analyze how your customers feel about your brand. With Facebook Reactions and the right social media tools, companies can dive deeper into each campaign’s successes and failures.

https://www.youtube.com/watch?v=o9txrqFOGJU