Facebook is about to launch emoji-style reactions allowing a greater expression of a range of emotions on its site. We will soon have the ability to communicate a broader range of emotional reactions, such as love, anger and humour. Is this likely to lead to greater engagement?
With the increase in the active use of social technologies never has it been more critical for businesses to not just be ‘seen’ to be doing the right thing by their employees and customers, they must be feeling it too!
As much as we might like to think of ourselves as rational and logical, we react to our emotions. Our first response is emotional and without emotion there would be no flavour, texture, or colour to life. It is through our emotions that we form strong bonds and connections with others. Engagement is, therefore, an emotional business.
“Emotions travel five times faster than rational thought. So the ability to build better emotional connections with consumers is something that advertisers really prize,” said Simon Calvert, head of strategy at the marketing agency Lida.
Engagement through Email
One of the ways we communicate at work is through email. THE USE OF CAPITALS, or the ‘one-word’ (guess what I really mean) response, which sets the tone and can easily be misinterpreted?
So, what do you do when your client uses smiley faces and you don’t? “What about professionalism”, you shout? Surely, emoticons are perceived as unprofessional, yes? Mmm, maybe not! How can we connect or relate without expressing our emotions?
Matching and mirroring another’s communication style leads to strong and lasting relationships. Flat-lining communication by restricting the use of emotional icons is bad for relationships and therefore bad for business. Better emotional connections = higher engagement. That’s got to be better for business!