Facebook will never be the same again. After more than a decade of pleading for ‘dislike’ button, haters finally have the way to express their discontent about Facebook posts they don’t like. Imagine your acquaintance shares a touchy quote number 9834, what do you do? Few weeks ago, you could only like the post, or stay silent forever. Of course you could use the comments section to tell them how miserable they are but then you will definitely have a fall out with this person and bunch of other hopeless romantics. After the introduction of new Facebook reactions you can answer every pathetic post with ‘angry’ or ‘sad’ emoticon, which will make people who post this content realize how you feel, without you being obliged to answer their comments. Of course this is not as good as the dislike button, but it sure opens new horizons when it comes to answering posts and Facebook promotion.

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Image source Creativity-online

Benefits new reactions bring to Facebook pages

Individual profiles aren’t the only place where new Facebook reactions became instantly popular. Since the number of Facebook pages is constantly growing, new reactions also caused quite a stir in digital marketing circles. Page followers are now able to openly dislike your content. This comes with both benefits and disadvantages. Before, only strong supporters were liking page posts, while those who felt any kind of discontent either skipped that post or pretend to like it. This means that a lot of people who wanted to have some kind of interaction with the post, simply couldn’t do that because of the lack of appropriate reactions.

Involving people who don’t like page posts into Facebook marketing equation, definitely brings new likes, comments and shares to the brand you are promoting, which means that each one of your posts will have much higher reach. You know what they say: There’s no such thing as negative publicity.

Deeper insight

New reactions enable users to closely state how they feel about certain posts. This means that they provide much better insights about public’s acceptance of content marketers post. Marketers can now put their followers onto the test (AB testing), to determine which content to post in the future, or they can do it in order to check follower’s sentiment towards certain types of content.

New Facebook reactions will also be added to the upgraded page statistics. Few weeks ago we could only check our post engagement. This gave us some clue about the popularity of our post, but new reactions will enable us to count how many people didn’t like posted content and take into account every emotion separately.

New Facebook reactions, one by one

Like – It is the same as the old ‘like’ button. It means that some person has an interest in posted content and sends his/hers approval. In some cases people who click ‘like’ buttons don’t even open the posted content (especially if it is link), which is also one of the reasons why introducing new reactions was necessary to create higher post engagement.

Love – These are the people on whom marketers should focus on. They should send them promotional gifts and offer discounts. People who love somebody’s work are on the edge of becoming the best brand advocates.

Haha – It’s great for satirical and funny content, but not so good if you get a lot of these reactions while being dead serious.

Wow – People who are amazed with the content you post, will also be amazed with additional service you can provide to them. Treat them the same as ‘lovers’. Make them happy with few inexpensive presents, and watch them spreading the word about your brand.

Sad – Meaning of this reaction depends of type of the posted content, but in any way engaging overly emotional people for word-to-mouth marketing can be a sword with two blades. They will put a lot of energy in promoting something they think is right, but if you disappoint them in any way, they will badmouth your brand with the same passion. That is why you need to keep them happy.

Angry – In most cases ‘angry’ reaction is the replacement for ‘dislike’ button that never came. If your content makes someone ‘angry’, talk to them, ask them to give you an objective critique and tell you the things they don’t like about your company or your way of promotion. Try to satisfy their requests if they have any, and always inform them of all upgrades, promotions and actions that will make them change their mind.

Facebook will continue to grow and customize itself in order to satisfy every individual who uses it. Since this huge company take most of its profits from page owners and marketers, we should expect even more features and upgrades that will turn your page into very efficient marketing and sales funnel. Of course we need to lay our ear to the ground and be ready for each new upgrade in order to stay competitive, among thousands of other pages.

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Posted by Lilly J Adams

Lilly J Adams has worked for six years in different marketing agencies across Australia. Her specialties are advertising, digital marketing, marketing for small businesses and consumers behavior. She loves art, books and watching crime TV dramas.