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<\/p>\nNo, I’m not referring to emojis or emoticons that are already taking us back to Egyptian hieroglyphics.<\/p>\n
I’m referring to the new ways to react, on Facebook. The Like now has 5 more for company.<\/p>\n
These.<\/p>\n
<\/p>\n
It’s early days to delve into the deeper implications for marketers and agencies with these new ways people can react to their posts. Facebook has started showing individual Reaction numbers on a per post basis in Facebook Insights, but there are no ways to look at Page-level numbers. Also, brands cannot yet use the new Reactions to target ads.<\/p>\n
However, Facebook Reactions throws up a lot of intriguing issues that our society could do without. Here are some to begin with. Now, these may sound frivolous and funny, but I think they are imminent!<\/p>\n
Brand manager:<\/strong> “Boss, we did really well with our last campaign on Facebook! It got 789 Likes, 2,287 <\/em>Yays and 324 Wows!”<\/em> Friend #1:<\/strong> “Dude, what the heck?”<\/em> Head of Superstar actor’s rabid fans association:<\/strong> “Friends! We have an important assignment for tonight!”<\/em> (Replace superstar’s fans with devotees of a Godman, or followers of a political party, and we have a fantastic new problem in our hands!<\/em>)<\/p>\n Tring tring! “Mom, what have you done?”<\/em> Dislike button of YouTube:<\/strong> “Phew… I finally have company in Facebook’s Angry. At last, there\u2019s another button for expressing a negative sentiment!”<\/em> No, I’m not referring to emojis or emoticons that are already taking us back to Egyptian hieroglyphics. I’m referring to the new ways to react, on Facebook. The Like now has 5 more for company.…<\/p>\n
\nBoss:<\/strong> “But why does it have 1,453 Sads and 954 <\/em>Angrys? You mean we paid money to Facebook to promote our campaign and we got this in return?”<\/em><\/p>\n2. Phone conversation between 2 friends<\/strong><\/h2>\n
\nFriend #2:<\/strong> “What happened man?”<\/em>
\nF1:<\/strong> “You just Liked that pun of mine?”<\/em>
\nF2:<\/strong> “Oh yeah, it was nice! You called me to just ask that?”<\/em>
\nF1:<\/strong> “No. I called to ask why you didn’t Love it?”<\/em>
\nF2:<\/strong> “Well, I did Like it, didn\u2019t I? “<\/em>
\nF1:<\/strong> “You see, F3 Loved it! So much for our friendship!”<\/em>
\nF2:<\/strong> “But, but…”<\/em>
\nF1:<\/strong>\u00a0[Disconnects call]<\/p>\n3. Frenzied meeting at a superstar’s fan association<\/strong><\/h2>\n
\nRabid fans:<\/strong> “Anything for our dear star!”<\/em>
\nHead:<\/strong> “Remember… at 12am tonight, that other actor’s new film teaser is releasing! We have got to show our might!”<\/em>
\nRabid fans:<\/strong> “Just tell us what to do and we will all do it immediately!”<\/em>
\nHead:<\/strong> “Go to the Facebook post announcing the new teaser and click on Angry… all of you!”<\/em>
\nRabid fans:<\/strong> “But, is that ‘angry about the content of the post’ or ‘angry at the person posting it’?”<\/em>
\nHead:<\/strong> “Aah, that’s the beauty of Facebook! There are no such nuances on Facebook! Let us build a new meaning to the Angry button and use it to our advantage!”<\/em>
\nRabid fans:<\/strong> “Deal! Here we come Angry!!”<\/em><\/p>\n4. Phone conversation between a person and his ex-boss!<\/strong><\/h2>\n
\n“Hello?”<\/em>
\n“Hey, what\u2019s the big idea?”<\/em>
\n“Hmmm, who is this?”<\/em>
\n“Aah, you don’t even have my number? I was in your team, remember?”<\/em>
\n“Which company? Which team?”<\/em>
\n[functional information being passed on]
\n“Oh! Yeah, now I remember! How are you doing?”<\/em>
\n“I didn’t call you to tell me how I am doing! I just wanted to know why you Wow’ed my status update on my joining that hot start-up last year”<\/em>
\n“Huh? I just noticed it randomly. I thought that was a good career move, so I Wow’ed it. What’s wrong?”<\/em>
\n“I’ll tell you what’s wrong. That was an update from last year. Everybody has Liked it. You are the only one to Wow it, now. Frankly that looks like a sarcastic reaction!”<\/em>
\n“Hey, I didn’t mean any sarcasm, I…”<\/em>
\n“Yeah right, tell me about it! You [mild expletive]”<\/em>
\n[steadily deteriorating conversation]<\/p>\n5. Phone conversation between mom and daughter<\/strong><\/h2>\n
\n“Why, what happened?”<\/em>
\n“Mom! You have Loved that post of mine where I mention that I had an accident!”<\/em>
\n“Oh that, I was sending my love to you!”<\/em>
\n“Did you see others’ reactions? They had <\/em>Sadded it! You are the only one Love’ing it!”<\/em>
\n“I can’t understand these things, I just sent my love to you!”<\/em>
\n“Boohoohoo!”<\/em><\/p>\n6. Conversation between YouTube Dislike button and Facebook Reactions’ brand new Angry button<\/strong><\/h2>\n
\nFacebook’s Angry icon:<\/strong> “Duh… I’m no way like you, dude!”<\/em>
\nYouTube Dislike:<\/strong> “Haha… that’s what you think. Just wait for people to exploit and creatively expand your use-case!”<\/em>
\nFacebook Angry:<\/strong> “Groan!”<\/em>
\nYouTube Dislike:<\/strong> “Now that’s a button that your boss should have added!”<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"