Facebook Reaction Buttons: How They Could Impact Your Business
Posted on: Tuesday, March 22nd, 2016
Self-expression just got a boost in the react-at-the-click-of-a-button social media world. Facebook answers the call of users that “Like” is not enough when it comes to emotion or emoticons. Five new emoticons increase the ability of Facebook users to respond to posts.
The new emoticon options appear on Facebook when hovering over the “Like” button. Now Facebook users can express “Love” it, “Haha” or “Wow” a post, or relay “Sad” or “Angry” in response to one. But how might these reaction buttons impact your business marketing on the world’s largest social media platform?
Boost for Business:
The novelty of reaction buttons engages users. Remember that shiny, new toy that received constant attention once unwrapped? The ease and novelty of these buttons drive engagement with posts and increases rank. Good news for social media marketing efforts.
Even after the novelty fades the ease of engagement, especially for reluctant posters, remains. Also, these buttons offer more appropriate responses. Previously, sad posts might elicit consumer reaction not warranting a “Like” nor producing the effort to post a comment. The new “Sad” emoticon allows visitors to respond more appropriately to posts more sad in nature while still driving engagement to your Facebook page just as the “Like” button has done since the beginning.
Another potential bonus of the new emoticons rests in the ability to gauge an audience’s reaction. The quantity of engagement applies as it did with the “Like” button, but new options lend to understanding the type of interaction. This information is useful in filtering and optimizing posts with an eye to marketing.
Finally, reaction buttons provide business owners with increased expression in responding to comments or reviews. The variety of responses potentially creates stronger connections and greater loyalties to the business. Also, the new emoticons promote relationships with hard-to-reach millennials; who rarely disconnect from social media.
Adverse impact
Posts deemed inappropriate or harmful to business can be deleted. Adverse reactions such as “Angry” cannot. This lack of control hinders companies. Using negative expressions to drive conversation potentially transforms this problem. Disgruntled users tagged in comments and asked for understanding become allies in business improvement.
Advertising impact
As mentioned above, looking at elicited reactions, analyzing responses and tailoring advertising suggests positive effects on marketing efforts. Building a deeper understanding of brand perception informs future campaigns. Advertising, after all, elicits emotion. The new faces in town help gauge that emotion.
The newness of the emoticons leaves much to speculation as to usefulness and hindrance to business. Analyzing the use of reactions and determining differing weights as well as the longevity of this Facebook feature are uncertain. Watching, waiting and engaging as deemed appropriate are the ways to determine the effect in the long run.
If you haven’t recently reviewed your Social Media Marketing Strategy, now is the time! There is true potential for businesses to thrive even further with the newly implemented Facebook emoticons, and Social Connect would like to help point you in the right direction. For continued help on your social media marketing efforts, read more about our Social Media Analysis services!
Have you already noticed a difference in how your followers are engaging on your Facebook page with the new emoticon buttons? Let’s keep the conversation going! Please share your comments and experiences with us in the box below.
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