Hannah Miller Hillberg

Following Facebook's introduction of the "Like" in 2009, CaringBridge (a nonprofit health journaling platform) implemented a "Heart" symbol as a single-click reaction affordance in 2012. In 2016, Facebook expanded its Like into a set of emotion-based reactions. In 2021, CaringBridge likewise added three new reactions: "Prayer", "Happy", and "Sad." Through user surveys (N=808) and interviews (N=13), we evaluated this product launch. Unlike Likes on mainstream social media, CaringBridge's single-click Heart was consistently interpreted as a simple, meaningful expression of acknowledgement and support. Although most users accepted the new reactions, the product launch transformed user perceptions of the feature and ignited major disagreement regarding the meanings and functions of reactions in the high stakes context of health crises. Some users found the new reactions to be useful, convenient, and reducing of caregiver burden; others felt they cause emotional harms by stripping communication of meaningful expression and authentic care. Overall, these results surface tensions for small social media platforms that need to survive amidst giants, as well as highlighting crucial trade-offs between the cognitive effort, meaningfulness, and efficiency of different forms of Computer-Mediated Communication (CMC). Our work provides three contributions to support researchers and designers in navigating these tensions: (1) empirical knowledge of how users perceived the reactions launch on CaringBridge; (2) design implications for improving health-focused CMC; and (3) concrete questions to guide future research into reactions and health-focused CMC.