Three Things Event Marketers Should Know About Facebook Reactions
March 6, 2016
Facebook recently launched Reactions, an extension of the Like button, to give fans more ways to share their emotions to a post in a quick and easy way. According to Facebook, these emoticons - labelled as Like, Love, Haha, Wow, Sad or Angry - have been designed to increase engagement with posts.
Though the launch of these additional action items may seem minor at this time, it may end up having a significant impact on your brand’s reach and engagement in the long term. If you have been wondering what will be impact of Facebook Reactions on your brand’s presence on Facebook, or even if you haven’t, here are three key things you absolutely need to be aware of.
No Immediate Adverse Impact on Reach
At this point of time, Facebook is treating all reactions at par. If someone uses a Reaction, it’ll be taken as an indicator of the fact that they want to see more of similar content. This applies to both organic as well as paid engagements. This, however, could change in the long term because Facebook will continue to analyze ‘how Reactions should be weighted differently by News Feed to do a better job of showing everyone the stories they most want to see’.
Customer Service Will Be More Nuanced
People can now use a visual signal instead of typing out sentences to express their emotions and reactions. This may not only reduce the number of comments on your posts, but may also make it difficult to understand the reasons for the negative reactions. The launch of Facebook Reactions is a signal that marketers need to be prepared to spot overall trends in customer sentiment and respond more proactively to explicit negative reactions.
Deeper Insights in the Long Run
Despite the uncertainty of on the long term impact of Facebook Reactions on marketers posts and advertisement campaigns, there is no doubt that brands can now get a better understanding of how their content is resonating with their audience, and then use that information to take specific actions. They can choose to provoke more reaction or change their messaging based on their campaign goals. Over time, as Facebook provides more detailed analytics, it may become easier to gauge the impact of each type of Reaction on extending the overall reach and engagement of their posts.
In summary, while the Facebook Reactions are still in their infancy, if Facebook is a channel where your event has an extremely active fan following, then this is the time to start building a dedicated team that can anticipate and manage a more nuanced reaction from your audience.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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