The interesting thing about Facebook's 'Reactions' is the amount of data it provides - and not just to Facebook. Sure, Facebook is now learning the nuances of the way you emotionally react to your feed, insomuch as emojis communicate nuance, but now you can go beyond a simple “like,” which, as powerful a data tool as that is for organizations, is pretty one-dimensional.
Traditionally, businesses avoid taking positions on public policy issues for the simple reason that their goal is to maximize sales. Taking an issue position runs the risk of alienating potential customers on the other side of that issue. But increasingly, businesses are finding that either their customer base is far more likely to favor a particular policy position or the company’s leadership has a strong position that they are willing to endorse even if it costs some customers. Regardless of the reason, it is certain that businesses need to think carefully about taking a public-facing policy position and be willing to stick to their decision. Otherwise, they likely risk a social media marketing crisis.