For years marketers have been using
‘Likes’ to measure post success on Facebook, but what do you do now that people
can also react with Love, Haha, Wow, Sad and Angry?
According
to Facebook’s announcement, initially all reactions will be counted as a ‘Like’
and Facebook will infer any reaction means the reader wants to see more of that
type of story. “Over time we hope to learn how the different Reactions should
be weighted differently by News Feed to do a better job of showing everyone the
stories they most want to see.”
Like
Facebook, you as a marketer are entering a phase of testing and experimentation
with Reactions. You will be able to gain a deeper insight into how your
audience feels about and interacts with your content, and use that information
to create more content they want to see.
Pay
attention to the ‘Loves’ and see if those posts end up performing better. If
so, create more posts with similar content.
People
who ‘Love’ more than one post may be great ambassadors for your brand. Manually
keep a list of those individuals for more direct Facebook interaction in the
future.
The
more negative responses like ‘Sad’ and ‘Angry’ are also important because the
audience is having an emotional reaction. These can be used with a call to
action to make change in the animal world.
Over
time, ‘Likes’ may become less important. Marketers will definitely have to
update reports and success measures to include all the different Reactions and
plan future campaigns based on how their audience uses them.
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