12 Oct HOW MARKETERS CAN MAXIMIZE FACEBOOK’S NEW “REACTION” FEATURE
The “Change” Geoff Teehan, product design director of Facebook was talking about, is the Medium through the Like button. It has been changed into a new interactive way of reacting to someone’s post or status. This new feature serves as an intermediary through the users’ thought on how he or she perceives somebody’s post. According to Teehan, not always can a post be liked. What if someone died and their family posted a picture of the person while he/she was still alive? Through this feature, a sentiment can be delivered, so why limit users to just “liking” someone’s post?
In the same manner that marketers publish their brands, so will Facebook accounts or business pages will cater to a specified action against a customer or a driven competitor.
How the New “Reactions” Feature Works.
The feature is definitely available to everyone, and everybody will be able to use it at any time.
To react to a Facebook post the web, hover your cursor over the traditional “Like” button on any post to reveal one of six new emoticons: Like, Love, Haha, Wow, Sad, and Angry.
To react to a Facebook post on the mobile app, hold your finger on the Like button until the six options appear, then choose an icon by tapping it.
The act of reacting may seem simple, but there are some nuances to the feature — especially in regards to how to analyze it — that are relevant to marketers. Here’s what we know so far:
In accordance with Facebook’s announcements, for now REACTIONS are counted as LIKES. “If someone uses a reaction, Facebook will infer that person wants to see more of that type of post.” In other words, if you react to a post with the “angry” icon, Facebook’s algorithm will treat it as if it was Liked when deciding where to place it in a user’s News Feed.
A study of Jonah Berger shows that content that triggered an angry reaction in readers is 34% more likely to end on the New York Times’ “Most Shared” page, while posts that make people anxious are 21% more likely to end up on that page. In simple terms, users want to see the posts that will make them love, just as much as they want to see the posts that will make them sad.
This insight has helped Facebook rectify when it ranked the posts of a user according to the wrong reactions.
While on the Business Page’s perception, right now Facebook has not yet offered the feature of seeing the general trends of reactions on a user’s page. If an administrator wants to see the number of people who have reacted with a new feature like the icon on a post, all they have to do is directly open the Insights page for that post. In addition, the number is not currently broken down into the regular post compared to the paid or boosted posts. Identifying which reactions may be influenced when a user boosted a post will be a difficult job.
To access Facebook Insights on a post, simply click the reach number of any post. The reach number is located right above the reaction buttons on a post, as shown below:
You’ll be taken to a screen that breaks down the numbers of each reaction on the post itself and on the post shared elsewhere, if applicable. These posts will still only show interactions on a per-post level. Here’s how the post details look like now:
Another way to open Facebook Insights is by clicking “Insights” in your Page’s navigation bar and then clicking directly into the post you’d like to analyze.
If you want to see which specific users have reacted to your posts and what their reactions were, then go to the post and click on each emotive icon for a list of names.
Facebook has fixed their feature and selected 6 reactions that are the most universally and easily accessible reactions for users globally: Like, Love, Haha, Wow, Sad, and Angry. Facebook has rolled out and tried to test other reactions that can be used for the feature but they have proved to be very vague to filter.
Only the first three reactions people take are shown.
You can click on the number of reactions to see all reactions and the number of each reaction per post, but the first three reactions are the ones that’ll show up to users first, unless they click into the reactions on the post. Just like the old style of the LIKE button, it cannot be undone by you when someone reacts on your post.
Do these Facebook Reactions contribute a big opportunity to Marketers? What does this mean?
Implementation of Facebook reactions has really made a great shift towards the landscape for Social Media Facebook branding. It has given marketers a better understanding of their target audiences, as well as the potential ones. Facebook likes are no longer the main target of the Social Media Marketing Plan; it now includes reactions as well.
The Facebook reaction feature has given marketers a new approach to tracking feedback and from there loop their targeted audience. They can now easily filter the way they want to promote by taking into account the audience’s reaction. That way, they will be able to determine more accurately how the audience feels about their content.
Of course, an actual message is the best feedback an audience can give. Lacking this, the reaction button has been so far the best input marketers could wish for.
This is going to become extremely important for brands now that the mobile phone is taking the place of the computer. Users who may not have wanted to use their phones to comment, can now use them to “react” much easier.
The way these reactions are made is also reflected on how the brand is resonating with their audience.
1 Testing a post to see which type of reaction performs better:
A post that got an “angry” reaction was shared more. Why not examine the post to change content?
First, determine whether your metric for success is clicks or reach, then go into your Page’s Insights panel and sort the posts by that metric. Click on each post to see which reactions they evoked.
Using Google Spreadsheet to tabulate results is commendable.
Note: Since many old posts may not have additional reactions, skip the sorting for to instead click into your most recent posts to determine a baseline.
Testing the power of “love”
Coming up with the idea of writing what the potential customer or audience would love to read about or talk about the things that gets their interest will surely gain a better result. Use it to analyze your business campaign.
Once you’ve run the campaign, go to the Insights page and assess clicks, views, and shares to see if people are actually reacting to, and spreading that lovable content.
Take note of the Reaction
Users who are reacting with “love” to a certain business post will make a good brand placement in social media. In this case, Facebook currently does not segment these people, but you can keep track of the names that recur on a specific post. These folks may lead you to an opportunity you want to target. Keep in touch with them and take time to interact or contact them through private message. Then post updates of a worthy content.
Though the use of reactions are not very specified unlike the comment review of a Facebook post, it would be helpful to a marketer to find out what is missing or what is lacking content on a post.
Reaction can be gained faster and can be filtered easier than with the old style of commenting. It gave a very big impact on user behavior on Facebook, for negative and positive emotions alike.
If a marketer wants to boost the post to publish the content, he or she may want to review and analyze the volume of feedback against the differences between comment and reaction.
Adaptation of the changes within the system may be a hindrance towards specified goals and objectives, but it would help a lot to stay aware of trends that signal customer feedback.
To marketers, we offer a much easier perspective towards the future system that Facebook will provide. By keeping them in our network, getting to know them better than our competitors, offering great content, and appreciating the efforts our potential customers have delivered, we establish trends and then put them into action. This is how we take advantage of the scope of our learning to offer the customer a better solution.