What are your Facebook ‘reactions’ telling you?

It’s been almost a year and half since Facebook introduced its expanded reaction buttons (February 24, 2016 to be exact). If you don’t know what I’m specifically talking about by name, you will when you see the buttons below:

As a user of Facebook, I felt these were a great addition to the news feed. The additional buttons give you more specific ways to react to a post. I’m not sure about you, but I always felt a little strange “liking” sad posts such as when a pet died, etc.

So why after more than a year am I bringing this up? I’m bringing it up because I feel there are good insights in those reactions that Realtors® can take advantage of when it comes to creating relevant content for current and future clients. And I don’t think many people are taking advantage of the information that is there.

Thankfully, I don’t think you need to be a Facebook Insights/Google Analytics pro to make sense of those insights that people are giving you when the click any of those new-ish buttons. To get to this information all you have to do is a simple index using Excel or a Google Spreadsheet to do the math.

According to emathzone.com, “index numbers are used to measure the changes in some quantity which we cannot observe directly.” For example, MAR produces two indexes each month. There is the Market Confidence Index and the Price Confidence Index. Both of these are used to gauge the confidence of Realtor® members on a scale of 0 to 100. A score of 50 is the threshold between a “strong” and a “weak” condition. If we see an index score that is in the teens, we know that Realtors® are not feeling very confident in the market. If the index score is in the 80s, we know Realtors® are very confident in the market.

To create the index, you need to assign a points value to each of the “reactions”. Here’s how it might look in a spreadsheet table:

Reaction Points Responses Total
Love 100 11 1,100
Wow 80 6 480
Haha 60 3 180
Like 40 23 920
Sad 20 1 20
Mad 0 9 0
Total: 53 2,700
Index: 50.94

What you are doing is multiplying the points value for each reaction by the number of responses. You then add up the total of all the reactions (2,700) in the example above and then divide by the total number of responses to give you your index score. In this case the index for your post is 50.94.

Now, this breakdown in points is just my take. You can assign the values as you see fit. Maybe you only use three data points? Love: 100pts, Like: 50pts and Mad: 0pts. The other thought is to combine some of the reactions. Regardless of what you do, you’ll need to test it.

After you have your index score you need to look at the number of shares you received on the post. Look at the correlation and you’ll get a good sense of what resonates with your audience. If a high index score of post has a lot of shares, you should strive to include topics or tone that results in a high score. If a low score creates a lot of shares, you can go for that as well. Either way, you’re looking more in-depth at the data instead of just posting and hoping.