Content marketing: Telling Meaningful Stories

[FOR CONSUMERS] How to use the Facebook Reaction Buttons 

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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Those new Facebook reaction buttons might get more complicated than the LIKE button. At least with the LIKE button we could explain that it was virtually the only way to acknowledge a post publicly without commenting.

Recommended reading: What the buttons mean to marketers

Like it to acknowledge it, to actually like it and to even offer support. It was the only one-click way to that. Of course, people could always leave a comment.

And now people can wow, sad, be surprised, angry, wow and like something. The flood gates to misinterpretation and further discussion have been opened.
“Why would you wow my breakup post?”

“Employee fired after she sadded something employer thought should be wowed.”
I certainly hope we won’t see this headline but who knows who might get offended by what.

Some reactions are simpler than others:


Use when somebody shares an accomplishment. But this could be read positive and negatively, too.
Wow, I can’t believe you are that good.

Recommended reading: Is the smiley passive aggressive? 


Use when something obviously bad happened.


This one is harder in my opinion. Few things make me truly angry. Maybe this one is just a level up from Sad?


Use when it’s something funny and it was meant to be funny.


Something truly outstanding? Is this better than Wow?


Based on “reactions” I’m seeing in my network it appears that most people are sticking with the Like button.
Maybe they have some of the same troubles trying to pick the most appropriate reaction or maybe they haven’t figured out how to find the new reaction buttons.

How to find the Facebook buttons

On desktop – hover of the Like button

On iPhone – gently push the Like button

Both ways will reveal the buttons’ pictures. Gently click on them to see what each one stands for – in case the visual depiction isn’t good enough, which it wasn’t for me.

If the reaction buttons will increase or decrease engagement will remain to be seen. At least, I hope they don’t create confusion when somebody picked the “wrong one.”

Recommended reading: Storytelling isn’t about being right or wrong

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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph 319-389-9853

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