How Will Facebook's "Reactions" Help Businesses?

Earlier this week, Facebook launched their long awaited “Reactions” tool. After sifting through the ideas of possibly bringing a “dislike” button to the platform (which was eventually rejected), Facebook began testing ways to go beyond just “liking” a post. “Reactions” were introduced last fall and after their global launch this week, users are now able to express the actual emotion tied to a specific post. So far, the future of Reactions is looking promising, so how can business owners use them to their advantage?

Now that Facebook users can express sentiment through a range of emoticons, businesses can dive a little deeper into their customer's’ satisfaction. Knowing how certain actions or posts affect their customer’s emotionally can help these brands create a more meaningful customer experience. This additional communication tool will not only boost user experience, but will increase user engagement with content and conversation on the platform overall.

One huge advantage of now understanding a customer's intent of engaging in posts, is that businesses will be able to foresee any social media crises. If content posted on a business's feed is upsetting to some, users will post the angry emoticon. On the positive side, incorporating a "love" reaction in addition to the like, will also indicate what types of posts are performing well. And although these are a great addition to the comment section for engagement with users, businesses shouldn't necessarily take the Reaction emojis at full value. Comments are still a better way to hone in on the true thoughts and ideas of customers.

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Reactions have only been live for less than a week, so the future of the tool is still to be determined. If Reactions is as successful as Facebook is hoping, will more emojis be incorporated? Only time will tell, but we're anxious to find out.