How B2B Businesses Should Be Leveraging Facebook Reactions
Facebook developed Reactions to address users’ desire for ways to quickly express a wider range of emotions to a post. As a result, Facebook users can now “react” to posts with six different emotions – Like, Love, Haha, Wow, Sad and Angry (if only it were as easy to gain feedback from real-life human beings). For marketers, this decision to collect a spectrum of reactions 1) allows us to better understand how we’re engaging our audience and 2) creates the opportunity for new and improved engagement strategies.
Facebook’s “Like” button has always been a key tool for interacting on Facebook, and an important way for businesses to measure audience engagement. But the “Like” button was a bit limited as to feedback marketers are able to glean. Now with Reactions, marketers can elicit a more clear emotional response from our target audience.
“Sad” and “Angry” feedback doesn’t have to be cause for despair for your brand. Such Reactions feedback still provides a clear, demographically rich view of the response to your marketing content, which can help you better customize and target your content in the future, or even give you a data point to support a pivot in your social media strategy.
Some tips & tricks:
- You can use Reactions to determine which posts draw the most desired reactions, i.e. which content elicits more “Loves” than “Likes,” and customize the future content of your posts based on the engagement of your previous posts
- Use Reactions as an indicator for your company’s performance, based on your audience's Reactions to announcements and product updates
- Use Reactions as an indicator to gauge how customers really feel about your posts
- Monitor your audience engagement and respond to ‘Sad’ and ‘Angry’ Reactions from customers
The new Reactions feature doesn’t have to give you an upset stomach. It can be some positive or negative feedback you’ve been looking for, rather than simply playing hunches.
By Kiva Dykstra, Project Manager