How would you determine success for the Facebook profile verification checkmark?

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How would you determine success for the Facebook profile verification checkmark?

Asked at Meta (Facebook) over a year ago

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Abhishek174 · Answer 1 · 2018-10-04T17:42:19+0000

Definition of the feature:

Facebook profile verification is used by the famous personalities, and businesses to ensure that their fans (or target audience) can find them easily (search result would appear on the top) and don't mistake other similar/ fake profiles as the real ones.

I would ask the interviewer if this is the correct definition, or he has anything more to add that I am missing here.

Goals of the feature:

Reduce the number of fake profiles
Have more real engagement for those personalities with their fans

Again, I would confirm with the interviewer if something I am missing there.

User journey:

I am not very sure of it. But I would assume it takes place in the following way:

User would go to FAQ/ How-to-get verified page to learn about the process
User can alternatively go to the settings page where user can turn on this feature
The user check certain box
Facebook calls them to ensure that it is a correct profile
Verification is accepted

Again, confirmation time.

Quantifying the customer journey into standard funnel:

Awareness metrics:
- # of users visiting the FAQ/ How-to page per week/ day/ month
- # of users visiting the profile verification page per week/ day/ month
Acquisition/ Activation metrics:
- # of retail users requesting for verified user per week/ day/ month
- # of business users requesting for verified user per week/ day/ month
Engagement metrics:
- # of profile views before and after the verification
- # of engagements per post before and after the verification
- # of followers before and after the verification
- # of fake profiles reported per verified profiles vs unverified profiles

Since facebook usually does not charge (need to be confirmed at the beginning) for this service, revenue (and referral ) related metrics would not be applicable here.

Mohit Khatwani · Answer 2 · 2024-04-13T16:45:09+0000

Cq

When you say success of Meta/facebook verification check mark ?- how are we defining success ?
- No of facebook pages being verified
Goal/Objective
- Aquire a status which create a perception about the brand/personality there by encouraging enagment and retention
- To encourage engagement ?
  - Ya i mean you can say that verfied pages are more active interms of engagement and they are more legit not fake
This feature allow users to submit.a requistion form and get the profile verifed
- advantage - facebook gives priorites to get these pages listed in search on top
- It usually for prominent personalities/legit bussines/ some estimed people/well know people

Is the understanding of the page correct ? - yes

For this discusion i will talk Mission, user joruney, type of users, Metrics (basis the feature ) does this sound ok - yes

Mission - Facebook to bring people closer to one another and build a community

User joruney

user can search name of brand or profile of users
With blue tick mark identiy its a verified profile and not a fake one
Click on page and view the content like share comment
Folllow page , look who are following these pages

Type of users for facebook

B2B

Type of user	Reach	Impact
Large brands/ecomerce companies	Medium	Large
Influencers	Large	Large
Dropshippers	Large	Medium

B2C

Type of user	Reach	Impact
High frequence	Medium	Large
Mid Frequency	Large	Medium/Large
Low Frequency	Low	Low

Metric for Facebooks feature verified profile

Value chain - Adoption/Aqusition>Engagement>Monetization>Retention

Category	Type of Metric	Comment
Engagement	No of searches for verified profile vs Non verfied per day per user (100before and 200 after)
Engagement	More searched - Celebs, Influencers, Bussines, brands % split
Engagement	Likes /commets/share verified vs non verified
Retention	Repeat visit First visit - 100 Repeat usage for Verified profile let us say 50 50/100= 50 % daily basis This metric should be shared with page owner to know thier performance
Retention	Likes /commets/share for verified first time vs repeat usage made 5 share - visited first time Vs 3 shares - consecutive time Same goes for comments and likes Daily time frame

Thats how i will measure the sucess

Joe_riley · Answer 3 · 2022-08-12T13:26:14+0000

Context

First off let's just get on the same page in terms of what the Facebook profile verification checkmark is and why users use it. For particularly famous users or public figures, for who there are many imitation profiles or pages, Facebook denotes the user is really who they say they are by putting a little blue checkmark next to the page or profile name. Facebook's mission as a company is to bring people closer together and this feature helps accomplish that by letting public personas connect with their fans or followers without any doubt that it is authentically them.

Users

We've touched upon it briefly but it's worth calling out explicitly there are two types of users in regards to Profile Verification on Facebook:

Those public figures who have had their profiles verified
Those members of the general public who are folllowing and interacting with the public figure(s)

Feature Goal

As we mentioned above, Verification Checkmark is really a feature focused on helping facilitate authentic engagement on the Facebook platform. Success for this feature will be measured by it's ability to do just that.

Metrics

In terms of measuring engagement, we would want to measure both engagement from the Verified Profiles / Pages themselves as well as engagement from the General Public with the Verified Profiles / Pages. Several of the different metrics we could use to measure engagement are:

Verified Profiles / Pages:

Total Number of Sessions in a month
Average Session length
Average # of posts created / month
Average # of interactions with followers (comment replies, likes, etc)

General Public:

# of Verified Profile Page Views in a day
Average # of Verified Profile / Page Views per session
Average number of interactions (Like, Comment, Follow, etc) with a Verified Profile / Page / Session

In addition to seeing an increase in the positive forms of engagement listed above, success for the Verification Checkmark would also mean a decrease in negative engagement or engagement with fake profiles. Some metrics we could use to measure that would be:

Total Number of Fake Profile Reports in a day
Average Number of Interactions with a reported fake profile in a day

Tradeoffs

While I'm confident in the above set of metrics ability to measure success for the Verification Checkmark, no metric or set of metrics is perfect so I think it's worth calling out some potential downsides, tradeoffs, or gaps:

While intentional, all of our above metrics are very high level and don't provide much in terms of granular insight. For example, the Verification Checkmark feature might perform better for certain user segments like influencers and worse for politicians but we wouldn't know that.
Our metrics are focused on measuring a successful outcome / impact, but don't assess how well we are facilitating the upstream process of users applying for and receiving the Verification Checkmark.
A concern of mine that would be worth looking into is if the Verification Checkmark feature is decreasing engagement with more local level celebrities who aren't yet verified or are not quite renknown enough to become verified.

Summary

The Facebook Verification Checkmark helps bring the world closer together by making it easier for public figures to engage with fans or followers on the platform. We proposed several metrics for determining success of this feature that focused on measuring engagement between Verified Users and the platform as well as between the General Public and those Verified Users. Additionally, we proposed several metrics for measuring the desired decrease in engagement with fake profiles.

syadav2 · Answer 4 · 2018-11-18T23:55:28+0000

I would start explaining the profile verification checkmark:

-If profile shows up with blue tick its confirmed that this profile of being verified by the Facebook for celebrities, public figures and political leaders.

-If profile shows up with grey tick its confirmed that this organization or business profile page is being verified by the facebook.

Goals of the feature:

If any content or post has been shared by verified profile it would add the credibility to its followers and friends. It increases the user engagement that resulted in more business and followers.

Success could measure the following metrics:

Awareness:

For awareness, Facebook would send a notification to some large users base pages and that would compel them going through the verification process.

Metrics to measure success

The number of clicks divided by total number of requests per day sent for verification
Number of people searching the keyword " Facebook tick verification"

Acquisition:

Number of verified business accounts per day
Number of personal accounts verified per day

Engagement:

Create the cohort of 20 newly verified accounts and track on them:

Number of followers/ friends for the cohort is increasing or decreasing
Number of likes/shares/comments on the posts by verified accounts increasing or decreasing

Retention:

Number of repeated visitors on the verified pages
Number of accounts lost the verification because of misuse or changing name of the pages