Facebook  research has found that the emotions of others on your news feed can affect your mood. The social network did not inform users their news feeds were being manipulated as part of this study. And users are expressing outrage over the study’s ethics.

Should Facebook have done things differently? Are the outraged consumers justified in their ire? To borrow a famous, and vague, Facebook relationship status: “it’s complicated.” But this news does hold lessons for brands.

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