After nearly a year of brainstorming, developing and testing, Facebook finally rolled out their new “like” system this past Wednesday (February 24th). This new development was prompted by multiple requests from Facebook users for a “dislike” button to accompany the “like” button. However, Facebook’s new system goes a little more in depth than simply “like” and “dislike” options.
Now, when you see a post that you like, Facebook allows you to choose from six different reactions to express yourself. They are “like” (thumbs up), “love” (heart), “haha” (laughing face), “wow” (surprised face), “sad” (crying face), and “angry” (angry face). Facebook reactions work differently depending on what device you are using to access Facebook. On Mobile devices you have to click on the “like” button and hold to get the reactions, if you are using your mobile web browser. If you are accessing Facebook through the Facebook App, you will need to update in order to access the new reactions. If you are accessing Facebook on the desktop you just hover over the like to get the options. As of right now, the reactions are only available on the original post; they cannot be used to respond to a comment on that post.
While Facebook wanted to appease their users, they wanted to avoid simply creating a “dislike” button. CEO Mark Zuckerberg dismissed the idea for fear that it would increase cyberbullying on Facebook, something that they, among all other social media sites, try to avoid.
By studying trends in user comments, the Facebook team was able to develop these six reactions. They felt that this would appease user’s desire to be able to express themselves quickly and easily, and wouldn’t encourage cyberbullying like they felt a “dislike” button would. They were also careful to test the universality of the reactions, as the social network is available in almost every country.
But what does this mean for your business? Facebook Reactions will give businesses a new way to see how people are responding to their posted content. Page owners will be able to see exactly how followers reacted to each post using Page Insights. You can view the different reactions on specific posts in the “Posts” section of Page Insights. This will allow you to better analyze the effectiveness of your posted content, and be better able to determine what to post in the future.
Ad delivery, on the other hand, will not be affected by Facebook Reactions at this time. There will be no distinguishing between a “love” and an “angry” reaction. However, Facebook plans to take some time to learn from the roll-out of their new reactions, so it is possible that they will play a larger role in ad delivery in the future. For now, enjoy this new way to interact with your audience. Happy posting!