The essential goal behind social media is to simplify communication. Assuming this, Facebook extended its range of reaction buttons. From now on, with a single click of a button we will express awe, amusement, surprise, sadness or anger. Orthodox users of the site will of course be able to use the Like button, but there will be no simple Don’t like! – perhaps for the better, as malcontents can ruin the atmosphere. However, it will be possible to express anger or to laugh at something we found irritating.

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In the past, if the author of a post obtained 100 likes, it used to convey a simple message – 100 people noticed something that I have posted. Now, when clicking their post, a user will obtain a list of likes and particular reactions. They will learn that 20 people are enthralled by the idea, 30 people cannot believe it and 20 users found the content irritating, 30 – saddened. The feedback is complete – even without the need to write comments. This is particularly important for fan page owners, because it helps plan the strategy of future actions more efficiently, on basis of user reactions.

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The latest change on Facebook was announced a while ago. The Like button was designed for the purpose of expressing support and interest in shared content. While we eagerly like photos of cute cats, in the case of important, moving or controversial content, the thumbs up button was not enough. The users have demanded changes for a long time now, especially to introduce a button that would express critique. The owner of Facebook decided to extend the idea: When people ask for the Don’t like! Button, they are actually looking for a quick way of expressing empathy – said Mark Zuckerberg during the September conference. He also mentioned he considered giving users the opportunity to express different emotions, not only support or critique – When we post something sad, the Like button does not reflect an adequate reaction, but with emoticons our friends will be able to express understanding in several other ways.

Testing of the new buttons began last Autumn, and the first to try them in Europe were users from Ireland and Spain. As Chris Cox said: – We have observed what comments and reactions are commonly expressed on Facebook, then designed them in such a way that using them would be both elegant and fun.

The new change on Facebook has been accepted with mostly positive feedback from the users. No wonder – emoticons such as the famous Twitter heart or the popular emojis (laughter, amazement, sadness, anger) allow for immediate communication with other users. They guarantee quick feedback – without the need to write comments, which simplifies using social media sites, especially their mobile versions. Mark Zuckerberg reported so far: – The Love button is the most popular one, which makes me happy! – wrote Facebook’s CEO.

This is not the end of changes on this social channel. Mark Zuckerberg announced that they are planning to modify user profiles. So far we don’t know about the details, so let’s wait and see.

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