You have probably heard that Facebook’s CEO Mark Zuckerberg stirred up news of the “Dislike” button finally at Facebook’s town hall Q&A meeting in September. Since the announcement, we’ve learned that users won’t fully get to dislike posts, but instead they will be able to express themselves with range of different emotions, including love, haha, yay, wow, sad and angry. Of course, users will still be able to like posts.
What does this mean for marketers? When Facebook rolls out these new options for expressing emotions on a friend’s or brand’s page, users will be able to show how they feel quicker than typing out a message. Showing emotion on Facebook will be as easy as a few clicks! As marketers, we’ll be able to analyze the emotions users choose for certain posts and tailor content based on those observations. These emotions also provide a unique opportunity to act as a focus group for content makers in real time. We will be able to see what works well and what needs to be improved right away when someone uses the “yay” or “angry” reaction on a post.
When Facebook releases this new feature in the United States, marketers will be able to use these emotions as a guide to creating good content that will show up on followers’ feeds, which in turn encourages conversation among followers and helps get brand messages out to the public. While it will be a learning experience for most at first, marketers should look at this option as an opportunity to promote more positive Facebook interactions with customers.