Reactions Now Weighted More in Facebook Algorithm

Many of us have become accustomed to the Facebook reactions that began rolling out last year. In late February 2017, Facebook completed the rollout, ensuring that users worldwide could now use reactions. For those unfamiliar with reactions – Facebook users can hold their cursor over the like button and then select from like, love, haha, wow, sad or angry.

reactions-image-en_us

With the rollout worldwide, Facebook also announced that when users use a reaction rather than hitting the like button, it would be weighted more in the news feed algorithm. According to a Facebook news release:

“Initially, just as we do when someone likes a post, if someone uses a Reaction, we will infer they want to see more of that type of post. In the beginning, it won’t matter if someone likes, “wows” or “sads” a post — we will initially use any Reaction similar to a Like to infer that you want to see more of that type of content. Over time we hope to learn how the different Reactions should be weighted differently by News Feed to do a better job of showing everyone the stories they most want to see.”

What Does This Mean For Social Media Managers?
Page owners will now have a better understanding of how their users are interacting with the content they publish. In the past, it was sometimes difficult to decipher what a user really meant by liking the content.

Additionally, instead of asking users to “like” your content, ask them to react to the post. This will increase engagement on your page and ensure users are consistently seeing relevant content from your organization.

Advertisements
This entry was posted in Facebook, Monitoring, Social Media by Kala Morrissey. Bookmark the permalink.

About Kala Morrissey

Kala Morrissey is the Coordinator of Marketing and Visual Information for Omaha Public Schools. She is currently the President of the Nebraska Chapter of NSPRA. Kala has presented at the local, state and national level on the role of social media in education. She was named to NSPRA's 35 under 35 list in 2012 and a NSPRA Front Runner in 2014-15.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s