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Social Media : Have us Create an Elegant Social Presence Across Multiple Platforms For You

Social Media Metrics

For the purposes of this article, we will be focused on the largest social network in the world, Facebook. The latest addition to the "like" system was to create what is called "reactions". On its surface, it gives users the ability to communicate more suitable responses to their friends' posts. But this "reactions" system was created to further monetize and analyze the community more in-depth. The reaction system at this current writing includes the "Like", "Love", "Haha", "Wow", "Sad", and "Angry" emotions. Users already happily give more information than they should, so this enhanced metrics is very, very useful.

Reaction Icons and Meanings

As of the time of this article, Facebook includes the following reactions:

Like The Default Acknowledgement, Now used to show support for the post. Normally a positive response to a post.
Love Used to show higher levels of support and praise. Normally a positive response to a post.
HaHa *Mixed* Could be used as positive or negative response, depending on the post content.
Wow Used to show surprised or amazed responses. Mainly a neutral response, depending on the post content.
Sad *Mixed* Could be used as positive or negative response, depending on the post content. Usually used to show empathy.
Angry Denoted to show contempt for the post, usually within highly controversial posts. Normally a negative response to a post.

With constant controversy, social media is the way that many people are communicating their praises and frustrations. By the very analysis of the "reactions" system, a marketing agency can determine the intention of the post with pin-point accuracy.

Reactions, at the time of this writing, can only be applied to the original post. Comments under the post still have the one default emotion -- the "Like" that can be applied to it. While people had wanted a "Dislike" reaction to be added, with the reactions system's six emotions, particularly the negative ones, there is really no need for a "Dislike", but perhaps a simple "Dislike" may be a toggle on a comment to a post, but more than likely comments would have a variant of the full reactions system should it be changed.

Reactions reveal the type of person you are

Much like traditional advertising whether it be in real-life or online, reactions can tell marketers just what type of person you are. Each click you respond across posts are tracked and very valuable to marketers in addition to the one who posted the content. For instance, a post advertising the March for Life Rally. Facebook has your basic account details including demographic information already. The post piques your interest, you click a basic reaction, example: "Like". An algorithm analyzes it and then determines the quality and content of the post including based on others in similar demographics and locations, presents you a list of very similar content. You decide to "Like" a few from that list. Presto! You just narrowed down a custom tailored algorithmically generated "persona".

Now Facebook can present further content and even sponsored advertisements related to this custom tailored content. If there is enough content which gradually builds over time, this custom persona will start predicting your behavioral patterns and figure out what type of person you are. The reactions system is nothing more than a tool to match your customized persona with your individual behaviors. For instance, you may be a person who uses the "Love" reaction frequently on content that is supportive of pro-life and spirituality. That information coupled with the "like" of a March for Life Rally can instantly make the algorithm consider you very receptive to advertisements based upon that content. This can also make the algorithm match you up with others who are friendly and open to meeting new people and present you with more "people you may know".

Same thing in the totally opposite role, where you may be politically active and start "liking" protesting videos, abortion support pages, and Planned Parenthood marches. The algorithm would also figure out you are not open to meeting people because more negative content will be compiled to your persona and less "people you may know" will be presented to you. Especially if on many controversial and incompatible posts cause you to use more negative reactions such as "Angry". This builds up your profile persona to be less open to constructive communication.

Social Media is a powerful marketing tool, it is BIG DATA and says a lot about each and every one of us. Whether you are a generally positive person, or a negative person, or somewhere in-between, these algorithms learn more and more about you and adapt as well. Bottom line, the reactions system was created to simply make the algorithm better at tracking your personality, but in order for it to work, the system itself had to be marketed to make each of us think it was for us to "better communicate" with each other.

While yes, it is a better communication tool, it is nothing more than enhancing marketing by building quality and in-depth persona profiles of each and every one of us.


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