Social Media Trends That Work
With more than a billion people active on Facebook, it becomes an obvious channel for reaching out to consumers and potential consumers for many businesses. Very soon, Facebook may be rolling out new tools that allow your friends and followers to interact at a higher level. As it stands right now, Facebook users can “like” a post and comment on it, but a proposed set of emoticons will allow them to express different reactions. This could change how you use Facebook as a part of your social media marketing.
Facebook CEO Mark Zuckerberg hinted in September that his company was working on expanding the like button to emoticons that better express reactions to posts. Facebook is testing the tools with users in Ireland and Spain currently and has not said if or when these tools will be available to users worldwide. Obviously, marketers are now considering how social media trends like this can be of value to them, and how they could possibly hurt.
First and foremost, the reaction feature will be of benefit when it comes to analytics. Facebook states that the feature will be a useful tool for businesses and publishers that want to get a clearer understanding of how their audience responds to their content. Furthermore, the reactions will likely have the same impact on ad delivery as “likes” do, according to information from Facebook.
Social media marketing will likely get a boost when the reactions become a part of the insights platform because brands will have a better picture of how their posts are performing. Instead of being limited to insights regarding likes, web clicks, shares and comments, users will get a truer sense of where the audience stands with your content.
With proposed emoticons that express sadness and disgust, it could provide new challenges for your business. Today, anyone disliking specific content has the option to comment on it, but in most cases, they ignore it and move on. This would change with the new emoticons. While there is much to be learned by gaining more accurate feedback, organizations must also consider how they will deal with responses that are not desirable.
A social media trend that could come about as a result of the emoticons includes attempts by marketers to appease their audience, avoiding controversy and perhaps watering down their posts. Will content become less meaningful as marketers fight to stave off negative reactions? Social media marketing strategies should take into account that the users have for years asked for a “dislike” button and other emoticons, so it’s imperative to roll with the changes. However, it might also necessitate more thought-out social media marketing plans that keep the content relevant.
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