Interview with Ryan Chartrand, Digital Strategist.
Today TechCrunch released an article confirming Facebook’s enhancement of the “like” button to now include “love”, “haha”, “wow”, “sad”, and “angry” options. This opens up the possibilities to which consumers can react to brands. I turned to our social media expert, Ryan Chartrand, for his thoughts on what this means for brands and their Facebook campaigns.
Is this a good or a bad thing?
Well, I think it's great from a user's perspective. However, for brands, it means they’re now more accountable for their content; also, the bar has been raised to create great content, now that users can react more strongly both for/against a post (love/angry).
Does this change how brands measure Facebook success?
Inevitably it will impact Key Performance Indicators, as it won't be long before clients will want to be aiming for "loves" more than "likes" and as few "angry" as possible. And that's the beauty of social -- your entire strategy and KPI's can change overnight.
How should brands take this into account for boosted posts?
Brand ads will be paying for all forms of reactions, both positive and negative, so it's even more important that bad content doesn't go out the door or you'll be paying for negative reactions, which makes no sense.
Does this change the value of a brand’s Facebook campaigns?
I think this will come in handy with helping to validate branding campaigns, as you'll be able to test concepts early on before investing big budget and seeing the level of reactions it gets (from baseline “like” up to “love”, or all the way down to “angry” if it's that bad). Some good strategy there. Overall though, this is day one, so there are many changes to come over the months ahead, from new emojis added/removed, to seeing how each client's audience reacts or doesn't react. Once again why we call it a Social Lab – endless experiments ahead!