“Reactions of Facebook” Not Are Simple “Caritas”: Have Sense in Your Strategy Mobile

A few days ago, Mark Zucker berg confirmed in one of their meetings with employees and users that would soon begin to test a new system so that the people could express emotions in their social network, beyond to the traditional button “I like”. Many have speculated then that we would soon see a new button “I don’t like”, but excluded it the own Zucker berg: “Do not want to go through the process of sharing a moment that was important for you in your day and someone voted it negative”.

What to do then? Face book has now begun a new experiment in Ireland and Spain which consists of showing other six reactions In addition to the traditional “like”: “I love you”, “enjoy”, “glad”, “amazed”, “saddened” and “angers me”. It was one of the possibilities that is used more and more since Face book its this system in 2012. But how exactly the new “caritas” of Face book and implications may have?

How the reactions?

A button, six-sided… well, as you can imagine does not have too much difficulty, even if for now it is not too intuitive. To display the panel of reactions, you need passing the mouse over the “I like” the update that you want to express your feedback. Act followed, will display a small panel featuring the new emoticons. That in the case that you do it from the web: from mobile applications, you have to press the “like” and keep it pressed to make new choices offered you. Our colleagues from Engadget have details.

For this reason, in updates you’ll see now more information. In addition to the number of “like” and comment, a few small circles that show the number of times someone has done appear click on any of the reactions that Facebook offers. If you click on them, in addition, you can see which user you have selected each “face”. Here you can see an example.

What “Caritas” and no other buttons? We already knew that Facebook would not opt for an “I don’t like”, so I searched for an alternative and found it in something very similar to the Paths Reactions that Path he implemented in his day. “We wanted to make it simple.” When things make them more simple, reach more people and more people interact with them”, explained Adam Mosseri, Facebook product manager, Bloomberg.

They opted for a heart because they detected that many people had already used the emoji in the comments, and also by a substitute for the traditional “haha”, “LOL” and “xD”. According to the employee, decide on the final selection was not easy, since we are talking about a global audience. They analyzed all the emojis, the stickers and key words that people used in their comments, posts, and status updates. The reactions that were better adapted to them are six who have chosen.

The big question: and the companies?

Something that surely you will have not gone unnoticed is you may think these reactions about the States of your friends updates, but also about brands and companies they have page on the social network. I’ve always defended the theory that the “dislike” was never going to get, in part, because a brand you will not feel anything while all States have a lot of “I don’t like”, but here Facebook has dared to include reactions in their profiles.

With a terse announcement, Facebook has explained that, while we are still in testing, when someone uses a reaction “interpret who want to see more of this type of posts”, although they do not deepen more since they first want to see how the system works following the launch. For pages, they believe that this is “an opportunity to better understand how people are responding to your content on Facebook”. But what happens if suddenly a brand meets that has more caritas crying and enfadadas do you “like”?

We talked with Fernando de Córdoba, which manages several pages of brands in Social Media SL, and it also is surprised that this new functionality will reach pages, although you don’t see it as a negative:

I am surprised a little that permitted people to leave negative pages reactions, but I think in the long run it may be positive. All those who manage companies are obsessed by knowing how they think our followers, what interests them and what did, so I should take it as a tool to do so, in a complementary manner to the negative feedback that already leave us when they hide the publications. It will also serve many pages to discover a type of interaction that is hidden, those who “didn’t like” literally the content and therefore did not feel comfortable clicking on like: imagine that on a page of an environmentalist organization I speak of a spill of oil, for example. I don’t think it will used to create crisis brands rather than in specific cases: imagine that you cast a new computer model and the publication has more sad and angry people to positive… in any case, wouldn’t be so much a problem of the platform, but as an opportunity to listen to the users.

In any case, we are already used to that proposed social networks and users. Will it be for them to decide if using it and how.

And why is this change now? Fernando is quite clear: “expected that Facebook include something related to more emotions to be part of the I like, especially when in recent years the transfer of social networks to mobile has led to that other kinds of interactions as the comments, most appropriate to express an emotion that is more complex than”like”, have fallen sharply”. Facebook does nothing to chance and this is precisely one of the keys: with the “caritas”, promotes activity in your social network from mobile devices, which typically cost more write comments.

Facebook reactions further activity especially on mobile devices, where fewer reviews are written but each time users spend more time

Here I do a brief paragraph to put what we say in context: according to the latest available figures (second quarter of 2015), Facebook has 844 million active users every day from mobile and 968 million in total if we count all platforms. But the number of users that only connect from the mobile to the social network does not stop growing: more than 655 million users each month connect to Facebook only from your phone, without using the desktop version for nothing.

It is clear that Facebook does nothing to chance, and the fact that the reactions are also available on the pages of brands and company (which, ultimately, are which financed the social network which invest in advertising) is no coincidence. In addition to the main reason that says Fernando, Mosseri recognizes that they studied to allow disabling these options to taste of the owner of the page, but they discarded to avoid that people thought that It was a technical problem social network which are not shown at certain sites.

Still in testing phase

For now, that Yes, it is still at an early stage of testing and does not mean that we we will have this system indefinitely. Why Spain and Ireland? Mosseri told Tech Crunch that they had chosen these two countries because they have an important national base of users with few international friends, so “they work best as a closed test groups”. We will see to see if it spreads soon or if, as it has happened with other features in testing, it ends in oblivion. At the moment, that Yes, it seems that users are happy to and Face book continues to fill with “caritas”.