Facebook recently notion-ed it was going to implement a “dislike” button, or at least one that expresses empathy, to coincide with its current thumbs-up “like” button. The possible arrival of a swift, one-click button expressing negative emotions promises both benefits and risks for retailers.

Mark Zuckerberg, CEO of Facebook, recently stated that “not every moment is a good moment, and if you are sharing something that is sad, whether it’s something in current events, like the refugees crisis that touches you, or if a family member passed away, then it may not feel comfortable to like that post.” In addition, “it’s important to give people more options than just to like something,” said Zuckerberg.

Consumer Data Collecting

Facebook users have long requested a button that expresses sympathy or some negative sentiment to posts. However, taking away from Reddit’s “down vote” button for being chastised for promoting negativity and encouraging cyberbullying, Zuckerberg did stress that the Facebook button would be more than a simple “down vote” button. Regardless, having buttons expressing negative and positive connotations on the world’s largest social network could be a boon for consumer data collecting. A pro/con poll could provide quick insights into product demand, customer services issues, and other customer metrics.

“The dislike button [would] give brands a better way to gauge social sentiment,” marketing consultant David Deal, told Adweek. “The ‘like’ button is a joke. It’s meaningless because Facebook members have no other alternative to vote on content with a simple click.”

As for advertisers on Facebook, engagement levels may increase with greater options than a “like” button. However, negative connotations may surround ads.

“Overall, it’s probably a good thing to enable people to express feelings and emotions that they can’t express through a ‘like’ button,” Debra Aho Williamson, principal analyst at eMarketer, told The New York Times. “But Facebook needs to be careful as to how they enable that capability with regard to advertising and all the potentially inflammatory discussions that could occur online.”

Retailers likewise would risk seeing the number of “dislikes” piling up around their online content or brand.

“This seems like the perfect way for a customer to vent about a brand,” Sucharita Mulpuru, VP and principal analyst, Forrester Research, told Internet Retailer. “Some of the biggest recipients of the ‘dislike’ will definitely be brands and retailers.”