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Facebook unveils new Reactions

Published: February 26, 2016
Facebook rolled out its new Reaction buttons globally on Feb. 24. Now, instead of just "liking" a post, Facebook users can choose from other reactions: “love,” “haha,” “wow,” “sad” and “angry”.

From a marketing standpoint, this new technology may give business owners a clearer idea as to how consumers feel about their posts.

For now, Facebook says it will be treating all Reactions the same in regard to how its algorithm reads a post. All Reactions will have the same impact on a post's overall engagement metrics. “Over time we do expect to have a better understanding of how these different Reactions impact what people want to see in their news feed. So it’s very possible that "loves" or "hahas" may be treated differently. We’re going to learn this as we’re going through testing,” said Sammi Krug, a Facebook product manager.

"We understand that this is a big change, and want to be thoughtful about rolling this out," said Krug in a blog post. "For more than a year we have been conducting global research including focus groups and surveys to determine what types of reactions people would want to use most. We also looked at how people are already commenting on posts and the top stickers and emoticons as signals for the types of reactions people are already using to determine which reactions to offer."

To use a Reaction on a mobile device, hold down the "like" button to see the other reaction options. On a desktop, hover over the "like" button with your mouse pointer to get the five other emotions.