Don't fear the "dislike."
That's what advertising agencies are telling brands regarding the upcoming Facebook Reactions launch, which will allow users of the social media platform to express a wider array of emotions than merely approval.
The reason: Negative reactions can be good for business, even if users won't always give a thumbs-up to their advertising campaigns.
"Facebook has already provided a robust set of metrics about how a consumer interacts with your post," said The Barbarian Group director of analytics Will Sandwick. "Besides feedback like hiding and reporting posts as spam, from a consumer experience standpoint, it gives more ways for consumers to engage."
After years of Facebook users asking for more ways to express themselves besides "like," Facebook announced in early October that it would be adding six more options to let users rate posts. The new emotions -- love, haha, yay, wow, sad, angry -- aren't exactly as blatant as saying you dislike something. However, it does allow people to show a bit more of what they are feeling. It is being tested in Ireland and Spain, but will expand globally eventually, though the company hasn't yet said when.