The new Facebook reactions were recently enabled for all Facebook users. Now, user interaction with content on Facebook is not simply about ‘liking’ something. Users can choose from six reactions, Like, Love, Haha, Wow, Sad, and Angry. The change came about when Facebook Product Design director Geoff Teehan realized that not everything shared on Facebook is necessarily liked. Some people may share content that is upsetting, or funny, which a user doesn’t see as worth liking but still warrants a response. As Teehan states: “The death of your friend’s dog or an article about an unsavory politician won’t just elicit a single emotion in users – so why limit them to “liking” it?” This development in the way users engage with Facebook, means new methods of tracking user experience for marketers.
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Deeper Insight into Audience Interaction
First of all, it is important to know that for the time being, all reactions are counted by Facebook as the same as a ‘like,’ in terms of page ranking and visibility. So no matter what reaction the user chooses, Facebook will assume that any kind of reaction means the user wants to see more posts from that page. Meaning that if someone uses the angry reaction in response to one of your posts, more of your posts will still appear on users news feeds in the future. It should also be noted that an angry reaction isn’t necessarily a bad thing, it depends on the content. If the content deserves an angry reaction then the user is simply reacting appropriately. Marketing expert Jonath Berger states that “content that triggered an angry reaction in readers is 34% more likely to end up on the New York Times “Most Shared” page, while posts that make people anxious are 21% more likely to end up on that page.” So, angry reactions could help your page gain more visibility.
Most importantly, the new Facebook reactions give users an opportunity to react to content in different ways. In the past, users could read posts and not like them because they didn’t feel ‘like’ was an appropriate response, even though they engaged with the content there was no way for marketers to track this. Now, marketers are able to specifically assess how their content is making their users feel.
Improve Online Presence
The importance of social media in building a strong online presence has long been established, but this new way of engaging with content could help boost Facebook pages that previously had poor visibility. Users now have more choice when it comes to engagement, and so they will be more likely to engage with posts and content, which will make the Facebook page more visible. What’s more, it’s worth checking your website’s connection to social media with this online tool from 1&1, which will notify you about adding Facebook Like and Twitter Share buttons.
But arguably, the most important way of improving the SEO ranking of a business or company is by sharing, and creating, good quality content. Now that Facebook has opened up new ways for users to respond to content, marketers can be even more creative with the kind of content they want to publicize. Marketers can now choose content because they think it will evoke an angry response or a funny response, and begin to achieve a greater understanding of how users react to different types of content.
Overall, it seems this new development in Facebook could mean good things for marketers. It will certainly affect the way businesses develop their content marketing strategy.