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Why Online Marketers Are Loving Facebook’s New Feature

Facebook recently took the leap from providing the classic ‘Like’ button, to providing 5 new ways for users to show emotion: Love, Haha, Wow, Sad and Angry.

With these new reactions, users can more accurately express emotions toward content in a way that is more considerate and communicative. But these reactions provide more than just that. Learn how you can take advantage of the marketing benefits that come with Facebook's new 'Reactions' feature.

Analyze How Fans Are Interacting With Posts

Previously, to determine how your audience was interacting with your posts, you only had a few options to consider: likes, comments and shares. These actions were a little ambiguous when it came to analyzing a post’s success, and could mean a variety of things about how people are responding to content. With Facebook Reactions you can now pinpoint how your audience is engaging with your posts and adjust your strategy appropriately. 

To do so, determine what type of reactions you are hoping for before posting new content. Do you want people to be ‘wowed’ by a product announcement? Maybe you want them to laugh (haha) at a clever pun?

After posting, you can see a breakdown of the reactions each post received within your Facebook Insights report. This is a great way to determine if people are reacting to the post in the way you anticipated. You can also use this tool to discover which kinds of posts are driving the most engagement and adjust your social media strategy to include more engagement-driving content.

Competitive Research

By simply clicking on a post’s reaction, everyone is able to see a breakdown of reaction types it receives. Leverage this feature to learn a little bit about your competition. By visiting the Facebook pages of your competitors, you'll be able to see how people are reacting to their posts.

Are they incorporating certain types of content (quotes, infographics, humorous content, etc.) that maybe you haven’t considered using yet? Measure how their audience is responding and compare with your own content. You'll likely find gaps in your current strategy by evaluating what is working well for your competitors.

Connect with Others through Reactions

We have always expressed that engaging with your audience is essential. You can now engage with another page’s post using more than just a 'thumbs up.' Reacting appropriately to the content of others will allow you to share a voice for your brand in a more meaningful way, while also earning more brand recognition and visibility. Engaging more with the content of your followers will in turn drive more reactions and engagement for your own page.

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