Smith Brothers POV on Facebook Launching Reactions:
The like button is clicked more than six billion times a day. It’s one of the most powerful entry points into understanding Facebook’s users.
For more than a year, data scientists conducted global research including focus groups and surveys to determine what types of reactions people would want to use in addition to the like button. Comments, stickers and emoticons were also analyzed and categorized into themes. After much debate, Facebook introduced five new reactions, which they’ve found to have to universal appeal to give people a more nuanced way to share a response to a Facebook post. They are: ‘love,’ ‘haha,’ ‘wow,’ ‘sad,’ and ‘angry.’
But what does this mean for brands:
We now have a better way to gauge sentiment for each piece of content and glean actionable insights to continually improve and optimize creative.
We can gain a deeper read into consumers and how they interpret certain pieces of content – did a post make someone feel sad when it was intended to brighten their day, did they find something funny when it was supposed to be serious.
It’s a way for the community to express empathy, but simply a measurement tool for brands. We should be mindful not to leverage Reactions to encourage a certain behavior or elicit engagement.
Facebook Reactions is still in testing and therefore, it’s expected that iterations to this product will be made based on their findings. As learnings become available to us by our Facebook partners, a more formal Best Practices will be distributed.
More Social Media News:
Facebook Changes News Feed: Facebook wants to build a News Feed full of stories you actually want to read. The company announced in a blog post Monday that it will starting putting greater emphasis on human assessments of what constitutes a “good” Facebook post, rather than just relying on straightforward engagement metrics such as Likes and clicks. – Time
Twitter Opens ‘Flight School’ Agency Training Program to All Users: Nearing on 18 months ago, Twitter unveiled their training program for agencies called (cleverly enough) ‘Twitter Flight School’. Flight School aimed to take the mystery out of the platform, covering everything agency staffers would need to know to develop Twitter marketing campaigns for clients, including best practices, case studies and other reference material to help guide them on the path. The program even came with a series of tests to help ensure users were across the essential details an understood how to utilize the platform to best effect. Initial participants included Starcom, MediaVest, WPP and Omnicom. Flight School proved immensely popular, with more than 15,000 staffers from major agencies taking part and completing the online coursework. The program has proved so successful in fact that Twitter’s decided to expand it, announcing this week that Flight School is now open to the people, with the platform offering the program for free, and in 16 different languages. – Social Media Today
Study: Spending to Increase on Influencers: Influencers are an important part of any advertising strategy, and according to one new report spending to engage these influencers is on the up. According to a study from Econsultancy and Fashion and Beauty Blogger, half of advertisers they’ve created an influence-based campaign strategy. Another 20% say they’ll invest in such a strategy over the coming year. Researchers also found one-quarter of brands are putting between 30% and 75% of budgets into influence-based efforts. – Biz Report
Twitter Unveils New In-Stream GIF Search Option: Get ready Twitter – here come the GIFs. Twitter has been testing an in-stream GIF option that would enable users to search and apply GIFs to their tweets while composing their 140-character missives – similar to what you can already do in Facebook Messenger and in new social app Peach. Twitter has today confirmed that this functionality is coming, with a post on the official Twitter blog announcing the arrival of GIF search. – Social Media Today
Slinger wants to be the Snapchat Discover that anyone can post to: While the long-term benefits of Snapchat Discover are yet to be determined, there’s no shortage of brands and publishers keen to try it out. However, Snapchat is very picky about who gets access. Slinger is an app (currently iOS only) that wants to be the ‘YouTube for vertical video,’ and it’s keen to step in with as an open alternative to Snapchat’s closed platform. – The Next Web