Disruption is always a good, right?
With the new Facebook emoticons that add to the 'Like' button rolling out today, only time will tell. Mobile and Web users in the U.S. will receive an update today that provides the same 'Like' button with a thumbs up sign but also adds a few more that help users express a wider range of emotions -- 'Love' 'Haha' 'Wow' 'Sad' and 'Angry'.
To use the new buttons, you just long-hover over the existing 'Like' button. You probably already have it available on a smartphone and online.
It's helpful to know customer sentiment, and according to this article that posted this morning, experts helped Facebook come up with buttons that express emotion without having to type a comment, which is much easier when you are on the go.
Let's look at how each one could impact your business when customers use them on your company posts, news reports, new hiring decisions, and everything in between.
Folks can get a little more emphatic when they really like something now. If anyone clicks 'Love' on a company post, it makes sense to express thanks that user in public or find out what caused the display of emotion. It's a good indicator of a return customer.
Of the new emoticons, this one has some small possibility of abuse, especially if you post something serious or even troubling. It's mostly designed to express laughter at a joke. If you do post something serious and a customer or business partner "laughs" at you, it's best to find out why and if there is anything you could have done differently.
Similar to the 'Love' button, this emoji expresses joy over a product announcement, company news, or milestone and deserves a follow-up. It's a good example of how the new buttons can help a business stay on top of customer reactions in a way that a mere 'Like' could not. This emoticon could easily be used sarcastically, so watch for that.
Customers can now express a wide array of emotions (Facebook left out 'Excited' and 'Worried' but maybe they can add them next time), but 'Sad' is the most distinct. It deserves a follow-up, but you might consider doing that in private or, if you know the person, making a call. Knowing the Millennial generation, remember that people will click 'Sad' in a sarcastic way.
It's not that the new 'Angry' button is controversial, and I'd say the 'Haha' button is more of a sign that someone is unhappy with your company. Most people will click 'Angry' in agreement to a post about something that's already negative or upsetting. Of course, it's also a good idea to follow-up with someone who clicks 'Angry' for a post if it seems out of place.