The reactions to Facebook’s Reactions

Written on 14 December, 2015 by Verity Meagher
Categories: Social Media | Tags: customers, facebook, online marketing, social media

Facebook users have been clamouring for an alternative to the 'Like' button for years. Now, the social site is trialling exactly that – a series of emojis offering a variety of ways to react to posts. So how have these long-awaited 'Reactions' been going down?

The Reactions unveiled

Currently on trial in Spain and Ireland, Facebook's new buttons are available for Page posts. It's expected that the feature will be rolled out more widely in the near future, so emojis could be in your feed soon.

While many are welcoming the idea of new ways to express themselves, some businesses are concerned that an ability to easily post negative reactions will make their social activities trickier. However, the introduction of emojis that include Love, Haha, Yay, Wow, Sad or Angry as well as the traditional Like could offer businesses a valuable tool when it comes to interacting with customers.

How Reactions will work for businesses

For page managers, Reactions will be displayed in the insights panels, alongside Likes, and will indicate whether they were made on the original post or on a share of it. This easy overview offers businesses the opportunity to really get to know what's making their customers tick.

Even negative feedback can be extremely useful, especially when it’s easy to pinpoint where a particular emotion is coming from or is targeted at. Forrester analyst Megan Burns explains that emotion was the number one factor influencing customer loyalty for the vast majority of businesses they recently studied. If your business is able to use Reactions as a way to inform your interactions, you have the ideal opportunity to turn negative emotions into positive ones.

Opportunities and objectives

What's more, according to Facebook product manager Chris Tosswill, Reactions will be treated in the same way as Likes for ad purposes – meaning they will be factored in when Facebook is targeting news and content to users. It's possible this could make advertising through Facebook a more precise science in the future, helping you improve your ROI in social ad spend.

Reactions will also offer businesses the chance to respond to feedback in a timely – and appropriate – way. As Facebook CEO Mark Zuckerberg said, people aren't looking for a way to downvote a post, they simply want to be able to express empathy.

How will your business react to the introduction of Facebook Reactions?