If you haven’t heard about Facebook’s new Reactions, you might want to crawl out from under your rock. Now, instead of only being able to ‘Like’ a post, no matter how positive or negative it is, you can choose five other reactions in addition to the ‘Like’. The new reactions are: Love, Haha, Wow, Sad, and Angry.
From a personal standpoint, it is nice to now have the option to express sadness for a friend when they post about their dog dying. No more, “Hey! I ‘Like’ that your dog died!” But from a business perspective, you’re probably wondering, so what?
The following points will give you a better idea as to how you can use these new Facebook reactions to benefit your business.
Create a More Personal Relationship
Ever since 2009, the ‘Like’ button has become a generic way to show interest in a post. No matter if you posted something funny, sad, newsworthy, or enlightening – your followers ‘Liked’ it because it was the only quick option to use other than typing out a comment. But these new features allow each post to collect more information about how your followers really feel.
“It’s our 100 year anniversary!” – Wow!
“We are sad to say that our founder passed away yesterday at the grand old age of 98.” – Sad…
“Someone robbed our store last night! Help us find this person!” – Angry.
“Look! Ted dressed up as the Easter Bunny!”- Haha!
Now you can get on an emotional level with your followers, which will help build a 1-to-1 relationship and humanize your page. Instead of the almost automatic instinct to 'like' a post, your followers now are invited to sit there and think a little longer about how your post made them feel. With the new Facebook reactions, your followers will be able to communicate their emotions easily, and create an emotional bond with your brand.
If you are a news site and want your page to have a shock factor, you should start looking for which posts collect ‘Wow’ or ‘Angry’ reactions, and identifying trends. Once you have identified those trends, then you can start posting more of that type of content. If you’re getting a bunch of ‘Love’ and ‘Sad’ reactions, you might need to step up your shock factor.
On the other side of the spectrum, you might be an assisted living community with a goal of shining a positive light on the assisted living experience and to show how fun it is to live at the community. To make sure you are posting the right content that supports your goal, you’ll likely want to see more ‘Like’, ‘Love’, and ‘Haha’ reactions. If you’re seeing any ‘Sad’ reactions on your page, that should be a glaring sign that you need to step up your happy game.
Show That You Have Feelings Too
One of the hardest parts of running a business Facebook page is convincing your followers that humans are on the other side of the computer. With the new Reactions, you are able to express emotions and show your followers that you’re human too.
Did the business down the block have a fire? – Sad…
Did your towns event committee post a fun picture of a parade? – Love!
Who would you rather interact with – the big bank building down the block, or the kid who smiles and waves at you each time you walk in there? I’d pick the second one, wouldn’t you? Reactions help remind your followers that there is someone at that business - that has feelings - on the other side of the screen.
What ‘Reaction’ Do You Have to the Change?
Reactions have been a long awaited arrival to the Facebook universe. I believe they’re going to make a big impact on how businesses gauge followers and lead to more powerful insights into what they’re actually feeling.
So what do you think of the new Reactions? Are you 'Angry' or do you 'Love' them? Let me know in the comments below!
With a passion for helping, both consumers and businesses, I enjoy using my knowledge and skills to create engaging social posts and interactions that start a prospect on their inbound journey. As the Inbound Social Lead, I utilize my social media and interpersonal skills to develop and nurture one-on-one relationships between a business and their customers. When I'm not at the office, I enjoy spending time outdoors (fishing and floating on a tube are my favorite) or crafting on my kitchen table.