{"id":32850,"date":"2016-03-31T15:50:42","date_gmt":"2016-03-31T15:50:42","guid":{"rendered":"https:\/\/regancomm355.e.wpstage.net\/?p=2852"},"modified":"2016-03-31T15:50:42","modified_gmt":"2016-03-31T15:50:42","slug":"how-facebooks-latest-reactions-will-affect-your-brand","status":"publish","type":"post","link":"https:\/\/regancomm.com\/how-facebooks-latest-reactions-will-affect-your-brand\/","title":{"rendered":"How Facebook\u2019s Latest \u2018Reactions\u2019 Will Affect Your Brand"},"content":{"rendered":"

This month, Facebook introduced their latest tool, Facebook Reactions, as an upgrade to the \u2018like\u2019 feature, where users can choose one of five additional emoji reactions, including \u2018Love,\u2019 \u2018Haha,\u2019 \u2018Wow,\u2019 \u2018Sad\u2019 and \u2018Angry\u2019 for Facebook content. With the addition of a variety of \u2018reactions,\u2019 users now have a much quicker and easier way to provide feedback, which is likely to increase the number of people who interact<\/a> with a post.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

So what does the introduction of reactions mean for brands and public relations professionals? Facebook users now have more of a choice when expressing their opinions than just a simple \u2018like\u2019 of acknowledgment, turning one-way communication into two-way interaction. The way users receive a brand\u2019s message can be unclear when only given the option to \u2018like\u2019 a post; however, the additional choices of reactions help bring more clarity on how consumers feel about the message and whether or not the brand achieved the type of reaction they were looking for. Since brands will have more data to look at and analyze in terms of how consumers are reacting to its Facebook posts, they will be able to see what types of posts resonate most with their consumers and what type of reaction they receive\u2014positive or negative. Brands can then use this information to tailor future posts, ads and campaigns to reflect the types of posts users \u2018Liked\u2019 and \u2018Loved\u2019 as opposed to those that made users \u2018Sad\u2019 or \u2018Angry.\u2019<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Brands can also take advantage of Facebook\u2019s newly released browser extension that allows users to customize their reaction emojis using Reaction Packs with different themes, such as Donald Trump Emoji and Pok\u00e9mon Emoji reactions. Brands can create customized Reaction Packs for its followers, which not only draw attention to the brand in a creative and fun way, but also helps them reach a younger audience. Since the Millennial demographic is more prone to using emojis, developing brand-themed Reaction Emojis can give a company the opportunity to reach Millennials, while enticing them to interact more with the company.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Although there are a number of ways in which Reactions can have a positive impact on companies, there are downsides. Users now have a greater ability to be vocal and are more likely to express their negative opinions, especially since clicking a \u2018Sad\u2019 or \u2018Angry\u2019 button is easier and faster than writing out a comment, particularly for those users who didn\u2019t jump in on the conversation before. These reactions cannot be hidden or deleted like a comment either (though we don\u2019t suggest a brand delete its followers\u2019 comments!), so brands need to be aware and extra attentive to their Facebook posts and the responses they receive.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\"KitKat
Image: https:\/\/twitter.com\/KITKAT\/status\/702940658219225088\/photo\/1?ref_src=twsrc^tfw<\/figcaption><\/figure>\n

Companies such as Kit Kat and Snickers have already reacted positively to the new Facebook Reactions by customizing the concept to fit their own brands and sharing on Twitter. Kit Kat, for example, tweeted this graphic to demonstrate how each reaction reflects the emotions that Kit Kat fans feel in relation to their product.\u00a0<\/span><\/p>\n

Snickers used a similar tactic to promote Facebook Reactions by tweeting a photo that connects Reactions to their current marketing campaign \u201cYou\u2019re Not You When You\u2019re Hungry\u201d.\u00a0<\/span><\/p>\n

\u00a0\"Snickers<\/span><\/p>\n

Whether or not Facebook Reactions will make a significant impact on the promotional strategies of brands is tough to say this early on. But for now, overall, brands are accepting the new concept favorably and can appreciate the increase in feedback they are able to get from their customers and fans.<\/span><\/p>\n

\n

-Meg Chemburkar, Team Joanna Intern<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

This month, Facebook introduced their latest tool, Facebook Reactions, as an upgrade to the \u2018like\u2019 […]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_crosspost_to_4":false,"_crosspost_to_5":false,"footnotes":""},"categories":[46,33,57,35,73,68],"tags":[355,356,357,149,358,359,360,91,361,362,363,364,47,365,366,367,349,368,369,370,92,371],"acf":[],"_links":{"self":[{"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/posts\/32850"}],"collection":[{"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/comments?post=32850"}],"version-history":[{"count":0,"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/posts\/32850\/revisions"}],"wp:attachment":[{"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/media?parent=32850"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/categories?post=32850"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/regancomm.com\/wp-json\/wp\/v2\/tags?post=32850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}