Facebook Reactions Analytics: via "Wow" Face

By: Chris Everett | @ChrisEverett30  

Do you remember the day the Earth stood still? No, I am not referencing a classic film. Or the unapologetic remake that starred Keanu Reeves. The epic day that is being referred to here is the launch of the new Facebook Reactions.

These Facebook Reactions resemble a broad spectrum of emotions. The faces were new and hip, but not all of those advertised made the cut. Another Reaction was never listed (“Dislike” button, anyone?) but why linger on what could have been, rather than what is happening now?

The Facebook Reactions are as follows: “Like”, “Love”, “Wow”, “Sad”, and “Angry.” They create a wonderful opportunity to help your brand. Let’s face it: Do you take the time to comment on everything that you may or may not like? I know I don’t, but these emotions can allow me to express feelings without typing them out.

It's not just about "Like" anymore. In a world of "Wow" and more, how do we tackle Facebook Reactions analytics? How do we marketers respond to such a diverse range?

The “Share” button has always been key for things to go viral, however with these new Facebook Reactions, you can see how people truly perceive what is being shared.

“Before people even have a chance to look at your content and absorb it, they automatically will associate your content with a majority sentiment,” Unique Michael writes in Orlando Business Journal. These emotions will put everything you post into clearer perspective. The “Dislike” button that wasn’t created isn’t as necessary as some would have you think. If you don’t “Like” something because you’re infuriated, then you have “Angry” or “Sad” to respond with. Better yet, what if you are at a loss for words? The “Wow” Emoji seems to work pretty well for that particular situation.

These reactions will also allow you to see negative reactions more clearly. “You will need to redefine your ad targeting. If your boosted content consistently generates negative reactions, ensure you are boosting the correct target,” Amit Wadehra advises in Ketchum Blog.

These angry emoticons provide a better concept of reactions from consumers. You don’t need to run and hide, but rather use this as a motivational tool. As of the moment, all Reactions are still listed under “Like” when you break down the analytics. However, that will soon change to encompass all Facebook Reactions.  The bottom line is what Yuyu Chen explains in ClickZ: “A customer’s emotional relationship with a brand has become a key driver in customer loyalty.”

We no longer assimilate “Like” into everything, but rather feelings. Any person in the marketing field will tell you that an advertisement is all about evoking an emotion and that is the direct response you will now receive. Somebody famous probably said, “He who seeks the public for advice must understand their feelings about it.” And if nobody famous did say that, well...looks like I made it famous. Either way, get out there and discover why people “Like” or “Love”  your posts.

If you need help, we are just a phone call away!

 

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