LinkedIn Reactions Get a Makeover, Add 4 New Responses! – The Buyer’s Journey 41

LinkedIn is adding four new reaction buttons to for users to react to posts with. What are they and how do they differ from Facebook? We discuss on today’s episode.

The Advocacy Stage: A Refresher

The Advocacy stage of The Buyer’s Journey focuses on your former and current clients/customers advocating for your brand. This advocacy can come in many forms. These forms include reviews on Amazon and Google and word-of-mouth between friends and families. Positive comments on social media can also be particularly effective. The Advocacy stage also encapsulates influencer marketing. While an influencers do receive compensation for positive comments from your brand, it’s still positive advocacy.

Advocacy can also include negative comments. As we mentioned in our Consideration episode, bad reviews are fantastic opportunities to make a situation right. While you can’t solve every problem, even just acknowledgement of an issue can be enough to strengthen brand strength. It’s okay to have a few scars.

Button Me Up

LinkedIn’s latest update adds four new reactions for users for a total of five: like, celebrate, love, insightful, and curious.

LinkedIn Reaction Buttons: Like, Celebrate, Love, Insightful, Curious

The five reactions are now helpfully color-coded, and were specifically chosen to encourage the types of content LinkedIn wants to see. LinkedIn product manager Cissy Chen on LinkedIn’s blog explained the choices: “We took a thoughtful approach to designing these reactions, centered around understanding which ones would be most valuable to the types of conversations members have on LinkedIn. This process included looking at what people are already talking about to better understand what feedback they wanted to express and receive — for example, we analyzed the top 1-2 word comments being used and what types of posts people are sharing most.”

These reactions are better late than never for LinkedIn, which has been trying to increase its on-site engagement. Past updates including the ability to live stream on the platform, and businesses being able to post video natively, are great examples of this. Now, LinkedIn is catching up with Facebook.

Check out our next episode where we’ll discuss a news article covering the Awareness stage of The Buyer’s Journey.

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