How To Use Facebook’s ‘Reactions’ To Get More Engagement


What Was Your Reaction?

When Facebook’s reactions showed up last week, there was the typical banter as to who likes them and who doesn’t. Me, as with most new features or updates, it’s never about liking or disliking them. It’s about figuring out how to use them.

And, as it turns out….

…Facebook’s reactions are quite the tool for getting more interaction on your posts.


Facebook does a great job at limiting brand pages from communicating directly with people. It’s why pages can only tag individuals under only a few circumstances:


Here’s the kicker – reactions count as engagement. No big update there as I could always tag you to say ‘thanks for the like’ previously. The issue with that approach meant ‘do it for one and you pretty much need to do it for all.’ Could get a bit tedious, not to mention string of comments filled with the same ‘thank you’. I will admit my friend Debra Jason has this technique quite well. (It’s actually her technique I thought of when reactions first appeared).

Reactions, however, offer a bit more. Add a ‘Wow’ to my Facebook post and I can tag you in a comment asking ‘Why the wow’. I could further ask if it was you learned something from my post or some other reason.

An angry reaction? I could respond with ‘Do you disagree?’

So much more potential than the plain old ‘like’ wouldn’t you agree?

Facebook’s reactions open up a number of new opportunities for brand pages to tag individuals to create more engagement and interaction.

They are nice little gift from Facebook. So, I guess I do like them!

Your Thoughts on Facebook’s Reactions?

Like, dislike? Maybe you have a better appreciation for them now?



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Who Am I? The real me: An avid sea kayaker taking full advantage of living on the water at Salmon Beach off the west side of Point Defiance Park in Tacoma’s North End. I spend as much time paddling as I do working. If by chance I am not on the water, I probably hiking, camping or otherwise exploring the PNW. When there is downtime, I could be out with friends, spending quality with my children or just fishing off the deck. The work me: A consultant, educator, writer and public speaker. I work with solopreneurs, small and midsized businesses helping them effectively use social media to build relationships, improve brand awareness, drive web traffic, improve SEO and generate leads. What I teach, implement and speak on has its roots in traditional, old school networking and cold calling. These strategies have been successfully implemented for clients in the business-to-business and business-to-consumer sectors, for profit and not for profit organizations, and service-based and retail-based businesses. My techniques, based on a decade of personal experience with my own brands, are built on the simple premise that relationships drive business. Where can you find me? I'm usually somewhere on the Puget Sound whenever possible (and you can make that happen more often by hiring me)! When working, I am generally planted in a local coffee shop surrounding by several empty mugs (which may or may not have contained beer at some point. A writer cannot live on coffee alone). What others have said behind my back? “What does social media have to do with finding the right clients? —Everything. “Real relationships are formed when we asked questions and respond to what others are saying; they don't form from us standing on our soap boxes while spouting words of wisdom. “Robert's unique approach to social media marketing will get you out of the online game and back into a real word, personal style of building comment at a time.“ Rhonda Negard (Graphic Designer and Collaborative Genius)


  1. Hi Robert,
    I guess it becomes very important to understand how use these emotions or “reactions” for better marketing! This new development from Facebook seems to be rave of the moment but marketers can actually leverage on them to improve engagement and do better targeting.

    Personally, I like these developments because they somewhat help in expressing the mind of the followers/audiences.

    Only time will tell how these reactions impacts on the overall Facebook marketing strategy!
    Sunday William recently posted…Timing is Everything! How Does It Affect Your Email Open Rate?My Profile

  2. Hello Robert,

    I do like the Facebook reactions, mainly for the reason that I can put a sad icon on a sad post instead of the old like, which always made me stop and think about how that person would react to me liking their sad post. Sometimes I would forgo the interaction because I was not sure.

    You have now opened my eyes to these reactions. I did not think of the interactions I could get through responding to the different emotions.

    Thank you for the fantastic idea.
    Adam D. Mason recently posted…Sell Anything With These 4 StepsMy Profile

  3. Hello Robert,

    That’s a great way to use the Facebook reaction buttons. It helps you get a conversation going. I’m going to try that. I do like the reaction buttons though. Everything you read you wouldn’t necessarily like but you just didn’t hit the like button because that was the only option you had.

    Now, if you don’t like it you can express it more.

    Thanks for sharing this with us!
    Maketta recently posted…How To Save Money In Your Internet Marketing BusinessMy Profile

  4. Hey Robert,
    Thanks for going further to explain the “why” and the “how-to” use the new Facebook reactions.

    These new buttons are useful for engagement because of the possibility of extended conversation.

    Every reaction – positive or negative – can generate further comment.

    I guess its time to really make the most of these reactions for effectual marketing!