The time has finally come. Last week, Facebook released “Reaction” buttons to allow users to express their feelings towards posts, articles, and images. The function has become the talk of all social media streams, and users seem to be enjoying the fact that they now have more options than simply “Liking” something. But this brings about an important question – what does this mean for businesses? We will take you through the meanings of the new “Reaction” buttons, and how you can use them to your advantage in your social media strategy.
How did they come about?
What users don’t understand is how much time and effort went in to the creation of the new “Reaction” buttons, by the Facebook team. “The largest consideration during the process was finding emotions that would translate across the world,” said Facebook Project Manager Sammi Krug. “We totally understand that the “Like” button is incredibly iconic, it’s been doing great things for Facebook for the last seven years.” The Facebook team spent more than a year creating and testing this new feature in Spain, Portugal, Chile, Japan, and Columbia before launching it to the rest of the world last week.
How do I use them?
When on your web browser, simply hover over the “Like” button and all of the other reaction options will come up. When on your cell phone using the Facebook mobile app, give a long press to the “Like” button and they will all appear.
What do they mean?
Like: This is the classic icon that Facebook is best known for. Continue using it the same way that you have been and show all of your Facebook friends you appreciate their postings.
Wow: If you think a post deserves a little more appreciation, then use the wow emoji. This can be used if you truly think something is incredible; for example, if a dog were riding a bike the wow emoji would be the perfect reaction.
Within their initial launch overseas, the emoji “Yay” was removed before the launch worldwide. Facebook stated that it was the least used of the reactions, and was too vague in comparison to the rest of the selection. On the other hand, “Love” seems to be the most frequently used of the reactions. There is a possibility of more changes from Facebook, but Krug says it is too soon to tell.
What does this mean for businesses?
With the additional reaction buttons released last week, comes new opportunities for businesses’ social media strategies. The first being that it will encourage users to become more comfortable with sharing their feelings towards the content your company is posting. On the other hand, it also makes it easier for customers to communicate their frustrations or dislikes with your brand or service. For example, if a customer posted a complaint on your wall, it also makes it easier for others having issues with your company to show their feelings relating to it.
According to customer service expert, Shep Hyken, “As for customer service, brands will definitely start getting much more realistic feedback.” Adding these “emotional” responses will allow brands to spot trends in customer sentiment, as well as give them the ability to react to customers that express sadness or anger.”
But what does this all mean behind the scenes? A good starting point is to be sure that your company has the tools needed to properly track your social audience. Monitoring your audience’s reactions to your content, or being sure to address anyone’s comments not only makes for a better business to consumer relationship, but also helps with understanding what the consumer is looking for when they follow a certain company or organization.
Go Local can lend your business a hand by determining your target audience, creating custom content for your social media outlets, and monitoring your social media analytics. We have the tools to help your business maintain a positive social media presence online and monitor and track your top competitors, to make sure you stay informed and on top of industry social media trends.