Any real estate professional who is active on social media knows that getting “likes” on your Facebook posts is hugely important when it comes to organically winning the social-media battle for consumer eyeballs. However, Facebook is about to make some changes that are going to make that process substantially more difficult for you – all under the guise of helping users better “express themselves.” That’s right, folks: It’s the dawn of the “dislike” button.
While you probably have wished that you could dislike a post on more than one occasion, how would you feel if someone disliked your recent renovation pics, or used a Facebook button to let everyone know just how “sad” or “angry” your latest listing makes them feel. While interaction will likely still lead to more views whether your viewers are positive or negative about your postings, imagine, more to the point, how your seller is going to feel about your listing if it gets negative feedback on Facebook. That’s right: it’s going to be a problem.
Facebook is making a huge deal out of this looming change, calling the move “the decision to blow up the like button.” In reality, Facebook “reactions” will supplement the “like button.” You will still see the familiar “thumbs-up” icon with every pic and post, but holding the cursor over the icon will reveal additional “Facebook reactions,” sad, angry, wow, laughter, and love. So you can see, not everything is negative, but as you’ve probably noticed on the internet, the negative does have a nasty tendency to dominate. News feeds will show a running tally of reactions in much the same manner in which they presently simply display a running tally of “likes.”
So when will we get to see Facebook Reactions?
At time of publication, Facebook is still testing the reactions feature, which means that some devices and users in various countries have access to it while others do not. Facebook CEO Mark Zuckerberg has repeatedly expressed concern about the negativity issue, and appears unwilling to take reactions global until he is, in his own words, convinced that the new addition is “a force for good, not a force for bad.” In truth, it’s likely that Zuckerberg wants reactions live as much as everyone else, since it dramatically ramps up the network’s ability to collect emotional data that can then be used for targeted advertising. However, he – and Facebook – cannot afford to release on a wide scale until the button is tailored to at least feel positive to users.
Food for Thought:
When Facebook Reactions roll out, there will be some pretty dramatic ramifications for social media marketers. Top of the list will be that people will be able to say negative things about your posts without even taking the time to post a comment. Think about how many things you “like” without commenting. Scary, huh? You’ll need to track the feedback on your posts carefully and determine how, if at all, your specific audience leverages the expanded emotional reaction options. Then, adjust your marketing and remember, the better you understand what Facebook is getting out of the button (emotional information on its users’ likes and dislikes) the better you can leverage that button to your advantage.
Are you happy to hear about Facebook Reactions? Have you used it?
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Carole Ellis is the host of Real Estate Investing Today, a popular 9-minute daily podcast focused on educating real estate investors about the important topics that will make their investing SAFER, FASTER, and MORE PROFITABLE. She's also the editor of the Bryan Ellis Investing Letter. She has more than a decade's worth of experience in and reporting on the real estate industry and, additionally, has written dozens of courses on the topic. Carole lives in Kennesaw with her husband, Bryan, and four children. She believes wholeheartedly that your best investment is always your OWN education.