Facebook has introduced its take on the ‘dislike’ button which could help to improve advertising on the site by giving companies more feedback on what consumers really think of their adverts and posts.
The ‘reactions’, work very much like the ‘like’ button, allowing Facebook users to give their feedback on a post.
This is currently being tested in Ireland and Spain ahead of a wider roll out. Some of the ‘reactions’ that users can use are labelled ‘love’, ‘haha’, ‘wow’, ‘yay’, ‘angry’ and ‘sad’ via emojis that appear when people hold down the ‘like’ button.
Facebook CEO Mark Zuckerberg confirmed last month that Facebook was working on a way of expressing other emotions, such as empathy, without turning the social network into a mire of negative reactions towards posts.
“What [people] really want is the ability to express empathy. Not every moment is a good moment. We have an idea that we’re going to be ready to test soon, and depending on how that does, we’ll roll it out more broadly” acknowledged Zuckerberg back in September 2015.
Mark Zuckerberg has said that this feature came from the users desire for something akin to a dislike button. But Adam Mosseri, the head of Facebook’s news feed said that his team decided that the ability to “dislike” posts would simply bring too much negative energy to the social networking site.
Facebook is also planning to use the ‘reactions’ to influence what appears in people’s News Feed, according to Product Manager Chris Tosswill.
“We see this as an opportunity for businesses and publishers to better understand how people are responding to their content on Facebook. We will spend time learning from this initial test and use that feedback to improve. Overall Pages should continue to post things that their audience finds meaningful and continue to use best practice” said Tosswill.
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