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By now, if you’re a frequent Facebook user, then I’m almost certain you’ve seen Facebook’s new feature. For those of you who aren’t in touch with Facebook, the first thing I’m going to tell you is that your business should be utilizing this social network as part of your digital marketing efforts. If you need help getting started with Facebook, then I suggest taking a look at this article that we previously wrote to help out with the beginning phases.
For those of you who haven’t had the chance to take a look at Facebook’s new feature, well, they’ve completely revamped their “like” button by introducing “Reactions.” Prior to this update, the “like” button was a way for your audience to tell you that they enjoy or appreciate your posts, and we would strive to get as many likes as possible on our posts to increase user engagement, which in turn helps nurture client relationships. The “like” button has evolved into a “reaction” button, with more choices than just like. Now users have more options with the addition of ” “love,” “haha,” “wow,” “sad,” or “angry” reactions. Here’s what they look like:
So what does this mean to us, as insurance agents or agency owners? Well, it’s simple; these new buttons seriously speak on social attitude, for both your agency and your audience. Now, you will be able to see just how your customers and prospects react to your posts, not just whether or not they liked or commented on it. If you have certain posts making multiple people angry, then you’ll want to avoid those posts, and the same could potentially go for posts that make your customers sad (unless they are empathizing/sympathizing with you, in the case of supporting a sensitive cause). You’ll be able to develop a better understanding of what works and what doesn’t work with your audience, and tailor your posts accordingly moving forward.
Not only do you get a better understanding of your audience with this new feature, but your audience can have a better understanding of your social attitude overall. If you see someone hit a major milestone or find great success, you could give their post a “wow!” Similarly, if you see something along the lines of a successful cause, such as another company working to feed the homeless, you can give them a “love” to get behind their cause and show them that you care as well. Regardless of what you choose to do, by having a variety of reactions to choose from, you’ll be able to represent your social attitude in a manner that resonates with your audience and speaks in your branded voice.
In what other ways might this new feature be beneficial for us as insurance agents in the world of social media? I’d love to hear your feedback in the comments section below, so please feel free to share your ideas!