The roll-out of Facebook reactions has been coming for a while, but with their official appearance on UK screens yesterday, it got me thinking about the lessons all businesses can learn from this development. And yes, that does include B2B...
Bear with me. Yes, your business may steer clear of Facebook for marketing purposes and favour a LinkedIn approach, but there are lessons to be learned here (and who doesn't like learning how to improve?)
1. The importance of Mobile
The explosion of devices is leaving many businesses behind in the mission to engage with customers. Let's face facts, if your website isn't optimised for mobile then you're throwing away a significant proportion of business because of something as crucial as user experience.
Facebook have realised that people want a quick route to engagement. A simple way of showing their support if a 'like' is inappropriate and they don't have time for a comment.
The same is true for your site visitors.
Optimise your forms so that they don't have to fill out an inordinate number of fields, make CTAs clear and limit the text on the page to make the experience simpler when viewing on mobile.
2. Put some emotion into what you do
The sheer fact that emojis are now arguably as powerful as words when it comes to personal communication highlights that emotion needs to be a crucial element of any marketing campaign.
The most popular social media site now has people responding to articles with emotions - this is a clear signal that content needs to talk directly to your customers, and evoke some emotion or connection. If your content is too technical and bland, then it's not going to be remarkable. Include an element of human interest and it instantly becomes more relatable, something which will be shared and ultimately, something which could make you the instant first choice ahead of your competitors.
3. The growing complexity of reporting
Reporting is no longer cut and dry. Your business needs to decide the metrics which work for you, and actually mean something for your long term growth. The Facebook reactions feature now offers more reporting options for businesses publishing to the platform and it will be up to those individuals to decide how they use that information.
It will be interesting to see which metrics become abandoned in the quest for realistic representations. Visits? Probably shouldn't be your biggest concern if those visits are leading to zero interactions or conversions... Followers? Great, but are they actually the right people?
So there you go. You may think that Facebook isn't relevant for your business but actually, if you delve into this latest change there are elements we all need to be considering. They haven't become the biggest social network without knowing what they're doing. We just need to find a way to understand the trends which this new feature reflects, and make it work for us, too.
But however you look at it, Facebook’s Reactions are going to change the way we approach and utilize Facebook data and insights. More response options, used by a larger number of people, will mean a whole new dataset to assess and work with to improve and refine our outreach messaging on the platform.