Facebook updated their like buttons to now include five more emotions, so instead of just liking your B2B posts, your customers and prospects can more fully express themselves. Without words. They call these animated emoji reactions.
While this certainly works on the web version of Facebook, the definitely feels like a mobile-centric update. That’s not surprising when more than half of Facebook’s monthly active users only access the platform on a mobile device. It provides more engagement on posts, that’s quicker and easier.
But what does this mean for B2B companies? Let’s look at each one of the reactions.
This is the traditional like button and many B2B companies have been struggling to get likes for years. They have struggled to get people to like their pages, and once organic search declined, they struggled to even get people to see their posts. This has caused many B2B companies to even question if Facebook was the social network for them. This is the default behavior that you should still be trying to get if your audience is connecting with you on Facebook. Relevant posts are things that they can like. If they see them.
Do your customers love you? If so, they finally have a one-touch way to express that love. One of the goals of a customer-centric organization, after retention of course, is advocacy. Your customers are so happy with your products or services that they are happy to tell people. They write about you. They answer questions on social networks, which happens to be the best way to express their advocacy. They speak about you at events. They even do reference calls to support your sales process. And now they can love you on Facebook.
Is there a place for humor in B2B marketing? Of course there is. My friend Tim Washer has been a master of it for years. If you truly understand your business and your customers, you can find the comedy in situations. Expect this reaction if you are posting content to Facebook that is supposed to make people laugh, even though it seems to represent more of a guffaw than a chuckle. Things could get awkward if prospects use this on things that are not meant to be funny.
Expect to see some of these if you announce something truly remarkable or post something that looks amazing. So many B2B marketers can’t really find their way out from behind a boring product or service to create content that really connects with their prospects and customers. You can use this reaction as goal for your next post on Facebook. Strive to get a wow.
This is where it gets hard to conceive of B2B posts on Facebook getting this reaction. Well, except in an ironic, “Dude, that’s just sad” kind of way. When you are trying to connect with prospects and customers and engage with them on a platform where you are already competing with their family and friends for attention, making them sad may not be the best approach. Even if you are sharing heartwarming stories about charitable activities or community involvement, sad in not the reaction you want.
And finally we come to angry. Should you make your customers angry? It happens all the time, but you should work to solve that. Not encourage their anger and get them to acknowledge it on a Facebook post. An angry prospect is unlikely to become a customer. It’s not part of the know, like and trust progression. There is plenty of anger and strong positions on Facebook, but encouraging this reaction may not be the best approach for your B2B company.
Will the availability of these new reactions change what your B2B company posts on Facebook? Will it change how you interact with other B2B companies? Thoughts are appreciated below or on Twitter. Or how about a reaction on Facebook?