Today, Facebook unleashed the much-anticipated replacement of the one-size-fits-all “Like” button: Reactions. While “Like” will still be the default, Facebook users can now hold down on the “Like” button to display the other reaction options. These Reaction metrics (other than Likes) aren’t available through Facebook’s API yet, but can be found in your native Facebook Insights Dashboard. To be honest, when I read the news, I was planning on writing a post about how Reaction emojis could be really valuable to marketers (now I can tell when someone is sad about my post!), but as I read through other blogs saying the same thing, I realized it’s not necessarily true. It’s easy to get caught up and think, “Oh, sweet! Something new to measure!” But that’s exactly the thinking we’re all trying to get away from as social marketers, isn’t it? Don’t get me wrong, I’m happy that Facebook added this feature. As a user (read: a human person), I like the option to quickly express a variety of emotions. But as a marketer, this may be a distraction. How do they really help me?
Reactions Are Not a Success MetricIt’s something new to measure, and definitely more diverse than a tally of Likes, but I’d like you to strongly consider how you’ll actually use the insight you get from spending time and energy analyzing the types of reactions used. Will this help you drive more business from social? Will it help you gain a better understanding of your audience? As our co-founder and CPO Adam Schoenfeld wrote over a year ago:
Focusing exclusively on Likes, replies, and basic engagement metrics won’t tell the whole story