Facebook rolls out alternative to ‘likes’

The feature is the social network’s response to requests for a dislike button, and features six emojis. Here’s how brand managers can prepare.

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The social networking giant—which just reported that it has 1.59 billion users worldwide—is rolling out Facebook Reactions. Soon, American users will be able to choose between angry, sad, “wow,” “haha,” “yay” and love emojis to express how they feel about a particular post. You can also still “like” a post, if you’re so inclined.

Facebook’s chief executive, Mark Zuckerberg, announced that the platform would offer a feature that enabled users to react to posts outside of liking them in September 2015, but Facebook Reactions isn’t the “dislike” button users originally sought.

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