Last week, Facebook officially launched its long-awaited “reaction” emoticons. If you haven’t already noticed or used this new feature, it essentially involves the addition of five more emotion-specific icons to the original “like” button. Now, when a person or brand posts an update, friends and followers have the option to choose from any of these reactions to demonstrate how they feel about the content being shared.
In light of this most recent change, we thought it might be helpful to delve a little into what these new emoticons are and, more importantly, how the new feature will impact small business marketing efforts.
First, let’s take a look at the new options available to Facebook users, which will allow them to express themselves more specifically.
Love – Occasionally, we all come across a status update, article, video or picture on Facebook that evokes positive emotional response beyond a simple “like.” For businesses, this might include the announcement of a long-anticipated new product or feature, an inspirational quote or an adorable image.
Haha – One of the best things about social media is the opportunity it provides for businesses to connect with and engage prospects and customers on a more intimate, personal level. A great way to do this is to appeal to your audiences’ sense of humor. Now, when you share a funny meme, laugh-worthy anecdote or hilarious video clip, your fans can show their appreciation accordingly.
Wow – Ever see a statistic that surprises you? How about an article or other piece of content that captures your attention and makes you say ‘wow’? We all have. Now there is a Facebook emoticon that lets us share our awe and wonder.
The last two, sad and angry, are probably the two least-desirable options for business marketing, as you don’t want your audience to feel either of these emotions when interacting with your brand. Of course, if you get creative enough, you may still be able to leverage these to your advantage, just proceed with caution. For example, if your industry deals with social issues, you may be able to rally your fans to show their support via these reactions, provided you do so with care.
Ultimately, these newly reaction buttons can be a positive thing for marketers. In particular, these more clearly defined emotions will provide greater insight into the likes, dislikes and other feelings of your target audience. If you take the time to analyze the results, you can use these reactions as a tool to hone and improve your marketing strategy, providing more of what your prospects want and need.
Of course, as with anything else in social media, the more effort you put into understanding and leveraging the features and updates that are available to you, the better the results will be. If you still have questions or you’d like some guidance on how to best use these or other key features on Facebook, give us a call. We’re here to help!