What Facebook “Reactions” Mean for Marketing

facebook reactions

On February 24, 2016, Facebook released “Reactions” emoji buttons to give users a new way to express their true feelings when reacting to posts.

Up until now, the only quick way to communicate feelings, was to click on the “Facebook like” icon. Just like one size doesn’t fit all, the “like” icon doesn’t represent all user feelings and reactions. To help communicate Facebook user’s feelings better, users can now choose from a collection of five feelings which include: “love”, “haha”, “wow”, “sad” and “angry”.

Not only will these emojis encourage more communication between users, but marketers will be able to capitalized the on the sentiment data that is being collected. “Reactions” will provide an insight as to how users actually feel about posts, images, videos, memes and textual content. This digital profile will make it easier to evaluate post or ad performance.

Also, the “Reactions” icons may generate responses from silent users who just found their voice and are becoming more vocal. This isn’t a problem if the “love” and “haha” “Reactions” are selected. The problem that you may be faced with is the shared feeling of “angry”. Just like you cannot remove a “Facebook like” from a user, you won’t be able to hide the user’s “angry” Facebook “Reactions” emoji from the post. To be proactive, a dedicated team will need to actively manage these types of negative “Reactions” to ensure they are dealt with properly.

If you have any feelings you want to share on the new Facebook “Reactions”, please comment below.

Stacy Dautel