Facebook Reactions: How Marketers can Cope with Change
While some see change as a new and unnecessary hurdle to jump through, others see it as a new opportunity to grow evolve. Change can be difficult, but as marketers, we must adapt, and that means learning how to cope with a constantly changing digital world.
This week, Facebook made a significant modification to the way people interact on the network – “Facebook Reactions.” Instead of commenting that you’re sad, angry, laughing, loving or wowed by a post, you simply click a button for each emotion. But, Facebook won’t stop there. Facebook Engineering Director Tom Allison states, “This is just the beginning” (Buzzfeed).
However, this constant evolution can be difficult for businesses and marketers. So, how do we cope with this particular change? WikiHow gives some advice on how to deal with change in your personal life; here’s how we’re using those tactics as a digital marketer to manage.
1. Acknowledge your feelings
Wiki states that by acknowledging your feelings, you can better understand and manage any anxiety or fear about change. While most consumers are loving the Reactions, marketers may be stressing. We can admit that the change was a bit worrisome at first. But, after coping, we’re now pressing the “love” button (you’ll see why in number 4).
2. Accept uncertainty
Facebook Reactions do come with some uncertainty. Because a relationship with consumers is arguably the most important aspect of business, the new buttons could limit an organization’s ability to respond to negativity on its posts. Before this change, if a consumer made a negative comment, it was easy for the company to respond and try to mend the relationship. Now, organizations will be able to see that a consumer doesn’t like the post or product, yet there is no way to combat the negative viewpoint. (We could awkwardly call them out in the comments, but that may look a little defensive and desperate.)
3. Prepare yourself
We’re excited about the change, but we’re also being realistic. It won’t be without difficulties. Digital media managers and public relations coordinators will soon be dealing with how to continue building, strengthening and transforming relationships with consumers in a whole new way, so we’re modifying our tactics to continue positively interacting with consumers.
4. See change as an opportunity
We may be left with a little less room for error and forced to put in a little more effort toward other relationship-building tactics, but that’s our goal, right? This change offers us the opportunity to improve our relationship-building tactics; therefore, we can create a more intentional relationship with consumers. We’ll be able to see how consumers are responding to content on Facebook, which allows us to know them better. People are more likely to press a Reaction rather than take the time to craft a comment. With more feedback on content, we are given the opportunity to know our consumers better.
As we begin to test and adopt these new features, let’s embrace Reactions and use it as an opportunity to father analytics so that we can best utilize our marketing efforts. Even though change can be difficult, it’s nothing we can’t handle and even use to our advantage. After all, the only constant is constant change.