We give Facebook a ton of data. We're about to give it more data in terms of how we react to content.
Check this out:
Boston.com is giving readers the option to react to stories.
I did it for Red Sox related story and this is how it showed up in the feed:
I like this functionality a lot. It allows the reader to express their true feelings around content, which could be both a positive and a negative thing for brands.
BTW, that Red Sox video that annoyed me?