Facebook Reactions Provides More Data for Content Marketers

Introducing the newest additions to Facebook’s “Like” button.

It’s amazing how disruptive it can be when Facebook adds or enhances a feature. The long standing “Like” button has just undergone a redesign to allow for other emotions to be expressed, now known as “Facebook Reactions”. Of course, you’ve probably heard rumors of a “dislike” button coming which had marketers fearing the dreaded negative feedback on their content but in recent statement about the release from Mark Zuckerberg himself, this was not the intention.

So why, after all of these years, 7 to be exact, would Facebook add more emotions to their “Like” button and what does that mean for marketers and businesses on Facebook?

Facebook is great at implementing features that come from recommendations by users, which is key to staying relevant and profitable, especially in the social media world. Users on Facebook expressed many times over that they would love to see something other than a “Like” button to use in response to posts. For example, if someone posted an obituary for a loved one, it feels weird to “Like” that. Now they have the option to share in their emotion with a “sad” emoji to properly express themselves.

So, what are all the new options? Love, Haha, Wow, Sad and Angry, in addition to the original “Like”. Yes, “Like” has not gone away and it probably won’t.

What does this mean for marketers? In the past, you may have run “sentiment” analysis on your interactions with your followers on your social media pages. This “sentiment” is determined by key words like “disappointed” “upset” “excited” “hate” “love” etc. Now, when followers engage with your posts on Facebook, it won’t require them to comment in order to determine how they are feeling about a particular post. They have options to express themselves more, which will lead you to better understanding how your content is received. Are they really happy over one of your new products? Are they sad that you are discontinuing a service area? This information provides a much higher value for marketers than the original “Like”. Soon, when you look at your engagement, you will be able to see a breakdown of “Likes” “Sad” “Angry” “Wow” “Love” and “Haha” which is very powerful!

What you should note is that while you can delete posts written by followers on your page, you will not be able to block the ability for people to mark their posts with anger. Now, I know what you’re thinking. What if people on respond negatively to my posts? Well, chances are, at this point, if they haven’t unfollowed your page, they are probably not going to repeatedly blast you with negative reactions. (Of course, we know there are trolls out there, but you can report those.) In addition, most people will impulsively still use the “Like” button as it’s been a habit 7 years in the making and it’s the first option to come up. However, never fear negative responses from your followers. We all hate criticism but it’s important to never take it personally and to leverage that opportunity to mend a relationship with a customer. Make it right then, use their feedback to improve.

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