The creation of a dislike button has long been encouraged by Facebookers. And now, Facebook have finally found a solution to these demands. Whereas a dislike button could be used as a mechanism to down-vote posts and contribute to cyber-bullying, Facebook’s solution seems to solve these problems. Facebook is developing 7 different emotions to be used instead of the Like button, such as love, laugh, cry, anger and shock. This development is aimed to increase empathy through social media, as ‘liking’ a status is sometimes not appropriate if the topic is sad or serious. These new Facebook reactions are being tested in Ireland and Spain, but while we wait, let’s think about how this update can be used by savvy marketers.