Reality behind digital. The impact of the reaction buttons on Facebook

Nowadays, when innovation plays an important part, people are more and more captivated by the creative image of the digital area. The online environment is developing very impressively, trying to bring virtual space closer to reality.

Last month, a step forward in this direction was made by the popular platform of social media, Facebook, which brought five other emoticons beside like which were named reaction buttons. The users have the possibility to choose between like, love, wow, haha, sad or angry. The purpose of these new features introduced on the social media platform is to make people express a variety of emotions in the online environment. “I shared with our community that we’ve spent a lot of time thinking about the best way to give you better options for expressing yourself, while keeping the experience simple and respectful. Reactions give you new ways to express love, awe, humor and sadness.” said company president Mark Zuckerberg. He also noted that these reactions were tested on a group of people and the result was positive.

Although things seem as simple as possible, it is a long term operation in the customers` accommodation. Even if people are familiar with the innovation techniques in the social media area, changing the way of thinking may require a longer time. The process of switching from a simple to a more complex feedback requires a careful analyze of the emotions that a person felt according to the online material. It is estimated that only 5% of users use other than like emoticon and in this case that is indicating justified reluctance. However, the experts in online communication are optimistic, arguing that people will learn to associate these emoticons to real feelings. On the other hand, there are more reluctant people. Sabina Cornovac, blogger and social media specialist, believes that the number of people who will use these new tools will not increase considerably because the classic like is much easier to use. Furthermore, people might face another aspect. When they express their positive feelings about some posts, Facebook may choose to show them more of those materials and less of the ones that make them angry.

Another important problem may be in the corporations’ area because communication specialists should be more careful about centralizing the posts` feedback. It will be a little bit more difficult to classify haha or wow feedback. Meanwhile, online communication specialists will need to identify themselves better with the target, avoiding making public the materials that could cause the customers` dissatisfaction.


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