Last week, Facebook continued the streak of listening to its users with the release of the Facebook Reactions feature. Now when scrolling through your news feed, you can not only just “like” a post, you can select a reactive emoji to emotionally respond to the post. Say your friend posts about a sad event in their life and you want to show empathy, but “liking” the status doesn’t feel quite right. Now you can respond with an emoji representing one of these emotions:
Photo Credit: Mashable
What does this mean for us?
While this new addition brings a plethora of new reactionary options for Facebook users, the new emoticon feature also provides new opportunity for those of us running the pages behind the scenes. As Facebook managers, we will now have the ability to track the analytics for these reaction emotions to our posts. We will be able to see if someone actually likes what we’re posting, or if their response is negative based on the emoji they select. The reaction capability allows page managers to dig deeper into how their messages are being received.
According to The Next Web, these analytics will appear in the insights panel along with the other Facebook analytics.
Is it all good news?
With all the positive changes from the reaction feature, we also have to be weary of the negative affect this can have on our pages. Most of the time, Facebook followers don’t shy behind saying how they feel about a particular post, but this opens up a new can of worms. If a user doesn’t like your post, they can respond directly with the angry or sad emoticon without expanding, which limits the scope of their response, and your window for addressing their concerns.