"We have been testing reactions in a few markets since last year, and have received positive feedback so far," he wrote. "Today, we're excited to offer it to everyone who uses Facebook around the world. We will continue learning and listening to feedback to make sure we have a set of reactions that will be useful for everyone."
And while users may have fun trying out new reactions to their friends' and relatives' Facebook posts, the company stands to get a much bigger payback from the effort. The social network also is helping itself to collect more data about its users and allowing advertisers to collect more detailed data about their products and customers.
"It's all about data — and now Facebook can give advertisers five times the data," said Zeus Kerravala, an analyst with ZK Research. "For example, a retailer could put a promotion up and people could comment on a range, of things. They could like it, show that it makes them angry or show surprise with a wow. The key for Facebook is now they are getting a broader set of data and we live in a world now where big data is king."
Facebook could charge advertisers more because they're getting more detailed data or the company could sell advertisers its more granular data.
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