Reaction buttons have freshly arrived in our feeds and we can finally express ta whole range of emotions instead of just like.

As a user, this is good news, but as a marketer, what will be the added value? 

Here are the new reactions marketers are facing!

Facebook users now have five comment alternatives.

These are in the form of pictograms: "Love" (I love it), "Haha" (This amuses me), "Wow" (I'm impressed), "Sad" (This makes me sad), "Angry" (This makes me angry).

This new qualitative measurement tool seems very useful at first glance, but will it help you drive more leads to your site once it's integrated into your social media strategy ? Will it allow you to get a better understanding of your audience?

In the first instance, no.

Fan engagement, i.e., likes, shares, and comments (and now reactions), is an important element but does not tell the whole story.

One of the challenges of the Social Marketer is to accurately measure ROI. On what basis should he start to have an achievable and reliable ROI?

Also, how social Media efforts are felt in the overall ROI of the company? 

 One of the most difficult tasks of the social marketer is to definitively assign a performance to a specific factor (content, format, medium, temporality, etc.) as in the table below:

Social networks have a role to play at every stage of the shopping journey!

When you tune your units of measurement to the buying journey, the data to analyze looks clearer.

In the case of Facebook's new reaction buttons, so you'll need to spend some time to evaluate their importance in this type of scheme. 

This won't improve your ROI, nor will it suddenly provide insight into your audience's motivations, but it makes it easier to engage with your fans.

So initially, you'll need to incite your fans to share their reactions to the content you bring them.

When you have enough insight that how they express their reactions to different content, you'll be able to adapt your strategy.