Mark Zuckerberg

Facebook launch ‘Reactions’ featuring 5 New Options Alongside ‘Like’ Button.

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Facebook launch 'Reactions' - 5 New Options Alongside 'Like' Button
Facebook launch ‘Reactions’ featuring 5 New Options Alongside ‘Like’ Button

Less than an hour ago, Facebook co-founder Mark Zuckerberg announced to the world the much debated upgrade to Facebook Likes… the ‘Reactions’ feature.

Facebook users can now Like, Love, HaHa, Wow, Sad or Angry… content creators, brand social media managers and community managers who’s brands already see a high volume of negative social media traffic are rejoicing the fact that there’s no “Dislike” or “Thumbs Down” button…  sure the ‘Angry’ and ‘Sad’ Reactions are there, but I’m personally rather pleased that the positive Reactions outweigh the negative 4-2, because let’s be honest… There are already enough trolls and whiners out there on the internet as it is. Let’s not further feed their unconstructive and negative behaviour.

I’ve personally trialled Reactions on both my iPhone and laptop this morning, so I dare say that it’s rolled out worldwide already and can confirm that it is super user-friendly (See image below).

To react, all you have to do is hold your finger or thumb down on Facebook’s “Like” button on your Smartphone and select which of the Reactions you’d like to use on a post by your friends or one of the Facebook Pages that you follow on Facebook (click on the blue thumbs up icon to select your ‘Reactions’ on laptop).

Ultimately the addition of  Facebook Reactions appears to be a fairly cool addition at first glance, but what functional value it brings to high profile celebrities or brands, how it impacts on the Facebook Algorithm (how content is prioritized for your individual Newsfeed) and how agencies report on it to their clients (if at all) remains to be seen.

Now it’s time for you to go have a play. Let me know what you think & enjoy! 

Article by Dan Wilkinson @hotndelicious Twitter/Instagram/Facebook/Snapchat

Dan Wilkinson is a social media professional who has driven social media for a range of international brands including Cadbury Dairy Milk chocolate, Peroni Italian Beer, Philadelphia Cream Cheese & more and is the founder of entertainment, travel & lifestyle biz, Hot & Delicious: Rocks The Planet.

As an award-winning, highly experienced social media professional, Dan Wilkinson has worked with a range of international brands, spoken at Social Media Week – Miami and has had two campaigns from the past year now featured as global case studies on both the Twitter Success Stories and Instagram Business Blog for his work at SapientNitro, working with brands such as Cadbury Dairy Milk Chocolate, Philadelphia Cream Cheese, Peroni Italian Beer and more.

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Facebook Mentions – Lighting cigars with wads of brand Benjamins.

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Facebook MentionsWell, hai Faceook.. nice shiny news toys.. Facebook Messenger, Slingshot, Paper, Native Video being optimized and now Facebook Mentions… 

In case you haven’t heard of it, Facebook Creative Labs recently dropped their latest tool, the Facebook Mentions app “makes it easy for public figures to talk with their fans and each other on the go.” Hang on, I hear you say.. that’s what Twitter and Reddit are for.. yes, this is the latest in moves designed to keep social media users within the Facebook family.. buy Instagram, Facebook Paper for news, Slingshot to combat Snapchat, optimizing Native Video to draw advertising $$$ away from YouTube. It all makes sense right? I’m not convinced.

Celebrities, market need and the need for Facebook to have their fingers in every pie.

Now I’m not a celebrity (yet 😉 ), but I’ve been around the music industry for years and for me there’s two types of celebrities.. those who like to be seen schmoozing with other celebrities and sharing it with the world and those that like to be left alone or if connecting with other celebs, are not trapped up in making a big deal about it, so to me Facebook Mentions in it’s current format doesn’t make sense.

And what about Facebook’s perceived need for “world-domination” of all social media tools in the broader social media market?

We live in an ever-evolving technological age where consumers are spoilt for choice and each of us have our own little suite of social platforms that we use in varying frequencies depending on what drives and inspires us as an individual. Like my food and travel destinations I crave choice and variety in my social media; I enjoy Twitter for one-on-one connections with influencers, meeting every-day people I come across in the digital world whom I’ve never met who love similar things to me, friends and making new business contacts, Instagram as a photographer for daily inspiration/sharing and yes, even Pinterest has it’s place to occasionally inspire me and make me laugh when I’m struggling to get the day started and coffee just isn’t cutting the mustard. Like most of us. I want to at least “feel” like I have this choice and while Facebook Creative Labs is a cool initiative in theory, some of those smarts would surely be better utilised in improving Facebook’s user experience, as what Mark Zuckerberg & Co seem to fail to realise is you don’t need to own own every single human connection on social media. Sure, it’d be nice ($$$) and social innovation is certainly key, but you can’t be everything to everyone and when spread yourself thin over a 100 different opportunities invariably you open yourself up to falling flat on your face.

Last year I spoke with one of our top guys in Singapore about his philosophy on innovation and for his own personal development he endeavours to focus on 3 big projects a year and to do them well, nay, absolutely nail them. I come from a similar school of thought. In 2010, I burnt myself out working 12-14 hours a day 6 – 7 days a week managing 3 bands/singer-songwriters, working on a snowboard show on TV, building a business and flying around the country running various events, whilst trying to make ends meet. Now translate this to Facebook. For them it’s burning resource. It’s all very well to want to build creations designed to combat competitors and blow them out of the water with innovation, but creation’s just the first step. Once you’ve spent millions of dollars building a viable platform, to stay current and to continue to evolve, it’s necessary to continue pouring money into projects just to keep them relevant and competitive, which leaves two considerations – (a) The aforementioned market need and (b) Where’s this money coming from for development?

So my Advertising Dollars are funding this?

Yes, now comes the “fun” part. “Where’s the money coming from for your shiny new toys Facebook?” – mutter agencies, brand and marketing teams around the world. And yes, pure and simple. Brands are paying for it.

Working in social media I accept that part of my role is explaining to clients that the natural evolution of successful digital technologies into paid channels is nothing new (e.g. Google) and another reason why each brand’s social strategy should remain platform neutral and be tied to business objectives, rather than specific social platforms. But this? Uh uh.. in it’s current format and in an already saturated social media market I fail to see the necessity of Facebook Mentions and sure if it took off there may well be financial benefits in influencer/brand cross-promotions in the future, but they will be affordable for the few and when life’s already been made more challenging with the “death of Facebook Organic Reach” conversations, this is not helping.

I’ve been sitting here thinking you’ve been making some shrewd moves of late, Facebook, with your finger on the pulse and as always I’m happy to be proved wrong, but I’m concerned that this just smacks of an itchy trigger finger and you’re shooting blanks.

DW

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Dan Wilkinson works as a Manager, Marketing Strategy & Analysis – Social Media at SapientNitro Australia and is founder of music industry biz, Hot & Delicious Group.
Dan Wilkinson works as a Manager, Marketing Strategy & Analysis – Social Media at SapientNitro Australia and is founder of music industry biz, Hot & Delicious Group.