When Facebook launched their emoji-esque "Reactions", USA Today decided to use them on its own front page by adding them next to their headlines. The stunt was heavily criticised, arguing that the icons felt like they were trying to reflect how the reader should feel about the news, which blurs the line of journalistic neutrality.

David Callaway, editor-in-chief, USA Today, responded with: "My feeling (as editor-in-chief) is that a billion FB users may soon start using these to share stories—all kinds of stories—which of course is Facebook's intention. Social media and its icons are becoming a dominant form of communication in our world. We wanted to show what they would be like if transferred to print."