Facebook Reactions: How Will They Influence Marketing?

When Facebook announced its new “Reactions” feature back in October, users began anticipating a more unique and interactive social media experience. Instead of being chained to one uniform reaction to their friends’ posts, users finally had the variety they had been asking for. In fact, users had been demanding a “dislike” button from Facebook for about 7 years.
For users, Reactions means more variety. It means an opportunity to respond uniquely and personally to a friend, co-worker or family member. It means more accuracy in expressing ourselves. And for the most part, Facebook says its users were in the driver’s seat when it came to choosing which reactions would be included in the new feature.
But what are the potential benefits and drawbacks from this new feature? What do they mean for marketers in social media?