The IT industry is one of the most competitive and ruthless out there. One small mistake and an entire tech empire can collapse crumbling to the ground. What puts the major companies above the smaller ones is the fact that they hired specialists which help them direct their business in the right way.
And every major company that has survived for more than a year can attest to the fact that evolution is mandatory. If things stay the same, people get bored. So any kind of change can be good for a company, even if at first it looks like it’s only going to end badly. Take Facebook’s Timelines for example.
But even if they are successful in the end, it doesn’t mean that these maneuvers won’t anger plenty of people in the meantime. And it certainly doesn’t mean that people will take kindly to change just because it’s different. In fact, people rarely prefer change to things remaining the same. So marketing has a very, very difficult job.
One of the most recent examples of how such a marketing strategy can backfire is how users don’t care about Facebook’s Reactions. There are multiple reasons for that, and I won’t be going into all of them, but some will be approached. So, why do Facebookers care so little about the newly implemented Reactions?
Well, it would seem like the Quintly Communication Manager, Julian Gottke, has an idea, although the public has pretty much agreed on a different reason. According to Gottke:
It is clear that Facebook Reactions are not used very frequently by the average [person] at this point. […]Until the launch of Facebook Reactions it was hardly possible to express a negative perception. Now it is, but the share of people using it is very low. Facebook users prefer to interact with content that entertains, is funny or just generates positive emotions.
But it’s not that users don’t want to express negative emotions. It’s that users want to express negative emotions towards other users, not towards public posts. The Facebook community has been asking for a ‘Dislike’ button for years, and instead they were greeted with the mostly pointless reactions.
And seeing as only 2.4 percent of all Facebook content involves Reactions, it’s pretty obvious that they were a bad idea. From the community’s point of view, Facebook listened to what they wanted, only instead of giving them that, the company offered them something in the same zip code, only completely missing the point.
It’s understandable why people don’t use any of the newly implemented, mostly redundant Reactions, as a simple ‘Like’ or comment would do the trick. Innovation is important, vital even, but as long as it fits the consumer demand. If it’s as minor and pointless a change as the newly implemented Reactions, the public response will be underwhelming at best.
Image source: YouTube