Engage Customers on Facebook By Asking Them To React
The whole point of Facebook and other social media is interaction. These platforms aren’t meant to be bulletin boards where you simply post a note or a picture, but a means to start conversations. Obviously, then, in order to engage customers on Facebook, you have to get them to respond to your posts. You can do that by offering content that readers simply cannot resist liking, sharing and commenting on.
Those likes, shares and comments start and keep the conversational ball rolling, and draw more folks into the discussion, too.
Facebook emojis help them react more meaningfully
Likes are good. The more you rack up, the more credible and interesting your posts appear to others. But “like” isn’t very definitive. Did your customer sort of smile when they saw your post, or did they laugh out loud? Was it pretty good, or did they absolutely love it? Conversely, did it evoke some other emotion you were hoping for such as empathetic sadness or even anger?
Facebook introduced emojis almost two years ago, to give users a quick, visual way to express their “gut” reactions to your content. As a marketer, you want customers to use those visuals, because they directly affect your reach. For example, the number of likes you receive on the News Feed influences the visibility Facebook gives your post.
Initially Facebook assigned the same value to emojis as likes, but now these “Reaction” symbols have greater value as Facebook decides how relevant your posts are. For now, at least, all emojis have the same weight, but that could well change in the future.
Emojis aren’t just a bunch of “smiley faces”
Smart marketers know that every single purchasing decision has a significant emotional component. That includes purchasing heavy duty trucks and construction equipment. Or choosing a service or repair shop. If you aren’t engaging prospects and customers at their most visceral level, you could lose them to some other dealership they relate to more comfortably or confidently. In other words, reactions drive sales and loyalty.
Use of emojis has really taken off. Interestingly, as use of Reactions has increased, use of likes has decreased a bit. Facebook users love emojis because they are fast and fun – and so much more expressive. So let’s look at how you can inspire your customers to react – more meaningfully – with your Facebook posts:
- Pose a question and ask people to react using the most appropriate symbol. Ask how they feel about doing daily walk-around inspections. Ask them to vote on a proposed change in service hours with a thumbs-up or a thumbs-down.
- Use the power of suggestion, by incorporating emojis you want customers to use into your images or captions. Is it humorous? Include “LOL” or “Ha Ha.”
- Use video in as many was as you can for marketing. It is well-proven that you can engage customers on Facebook (and everywhere else) most effectively when you use video. And when it comes to Reactions, visuals generate greater response. Posts with images are “hotter” than text, but video is the hands-down front runner. One recent study revealed that videos receive 60% more reactions than images.
The picture is clear. If you want to engage customers on Facebook, ask them to react – with stimulating content and emoji-specific invitations.