How to Use Facebook Reactions to Get Better Insights Into Your Marketing Messages

April 29, 2016

Do your Facebook fans like, love, or hate your content?  Previously, it was hard to answer that question with certainty.

The “like” yielded some actionable data about what your followers thought about your brand, social posts, reviews posted to your page, or your Facebook ads.

But using that as a major engagement metric didn’t give you enough insight how many users really engaged  with your content  – making it hard to accurately segment your audience and target your messaging.

Enter the six new Facebook reactions. In addition to star ratings and reviews, they give you more information to help you gauge sentiment, engage your audience, and build trust and loyalty — key elements to improving your online reputation. 

As of now, each reaction is weighted the same as a “like” – meaning that even if one of your fans uses the angry reaction, Facebook will assume that this person wants to see more about this type of content.

This weighting may change over time, but for now they can give you and your company an at-a-glance view of how people are interacting with your marketing messages. 

You can analyze this engagement on the Insights page. Click on the # people reachedbutton just below the post. It will open a new screen that tells you how many people have clicked on each individual reaction.

Additionally, you can track engagement patterns across Facebook in Reputation.com’s online reputation management platform that allows you to measure reach, clicks, and likes to identify top and low-performing content.

Once you collect this information, you can use it to:

Assess Your Content’s Performance

Research shows that content that arouses emotion — positive or negative — gets the most shares and comments. Content that is positive is more viral than negative. So your goal is to see a lot more Loves and Wows than Likes or Anger.  However, when people fail to react at all, that’s a sign that your content isn’t that compelling.

Adjust Your Content

Use Facebook reactions to tailor new content to generate the kind of emotions that generate increased reactions, comments and shares.

Examples: If you represent a hospital that is getting no response to your healthy tips posts but lots of Loves, Sads and Shares for your patient stories, create more stories.

If you’re an auto dealer getting more Loves and Wows for your post on your “Bring Your Baby to Work Day” than on posts about new car features, focus on content that highlights your corporate culture and shows prospects who you really are.

Respond to Reactions and Comments

You build social clout by responding to those who’ve taken the time to react or comment on your posts. Acknowledge positive reactions with a few words of appreciation, support or additional information. Respond to negative reactions as appropriate. Or reach out to those people individually, through direct messaging, to question or address their concerns.

Refine Targeting for Facebook Ads

As people add more reactions to your Facebook ads, use that data to target the right information to the right audiences more effectively and affordably.

Example: If you get multiple reactions to an ad for a brand of running shoe, you can target your next campaign to those who have clicked the Wow, Love or Like emoticons and leave the haters out.

Enhance Your Social Presence

You build your online reputation by engaging authentically with your customers and prospects. We believe that Facebook reactions gives you an important tool to create honest two-way relationships that enhance your social presence and strengthen your brand.

If you agree, don’t forget to Share!

Get more tactics for increasing the engagement of your social messaging across all of the major channels with our Business Reputation Success Kit.

 

 

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