You are the PM of the "Share" feature on Facebook. How would you measure the success of this feature?

1. Clarify and restate the functionality of 'share' feature - Based on my understanding, share feature is a capability for any user across Facebook properties (Newsfeed, Watch, Marketplace, Groups etc.) to share information or posts with others users via messenger, a newsfeed, groups, and other Facebook properties.

2. Mission - The mission for the share button is for a more open and connected world by bringing the community closer with free flow of information

3. Customers of the share button -

• Producer of the information - This could be an individual user, community, group, website or an organization that is producing the information and posting it on Facebook.
• A consumer of the information - This could be a user who is really drawn by the information provided on their newsfeed and are taking an action to share the information with one or multiple people in their community. This could be further divided into many sub-personas:
  • Habitual sharers - These are consumers who would share almost every post which comes to their attention which could just mean that this is how they use Facebook.
  • Thoughtful sharers - This kind of consumers would only share information when and if they are really drawn to it because it might be very relatable at the moment in time.
  • Pure consumers - It might be a pandemic and still these pure consumers of information would not hit the share button as they use Facebook purely as browsing or consumption of information platform.

4. Metrics & success criteria

• Goal metrics 
  • (Topline KPI) Daily meaningful shares - Keeping our mission of open and connected world in mind the share button could be used for sharing multiple types of content, the definition of meaningful should incorporate weights assigned to different types of content from highest to lowest: 
    • (40%) Curated content shares - Content reviewed for by Facebook systems (automated & human) for facts, ethics etc.
    • (30%) Life event or Memory shares - These are posted with a lot of feelings in a community
    • (20%)Everyday posts or status update - General posts and whereabouts of other loved ones in the community
    • (10%) All other posts
  • Constraining Metrics
    • % of consumers sharing amongst all users - As highlighted in personas, although it is expected that we would have a long tail of consumers not using the share button, however, we would want to have a wider coverage of both Habitual as well as Thoughtful sharers
    • 7-day user retention - Just increasing the number of meaningful shares isn't enough, we want users of this feature to have a positive experience and keep using the feature for sharing more.
• Product health metrics
  • Content relevance
    • % of daily shares vs daily posts - To understand if producers are still creating relevant content to draw consumers.
    • % of daily reactions & comments vs shares - Consumers only feel that they need to react but are not drawn to share
    • Daily re-shares - Shared content which is shared more than X times in a region (X to be determined with historical data)
  • Distribution
    • % of shares across products (Messenger, Stories, Pages, etc) - Need to understand where users are sharing the content
    • % of shares of video, photos, or text - Kind of content being shared, would helpful to understand if there are performance issues
    • % of share across devices (Mobile vs tablet vs desktop)
    • % of shares across Content category (Political, music, personal etc.) - Learn user behavior on topics which are most relevant
  • User Experience
    • Drop-offs after clicking share i.e. not sharing the post after clicking the share
    • Number of deleted shares i.e. posts deleted after y mins after sharing 
  • Content Integrity
    • Daily posts with misinformation - Removal of the spread of misinformation from unknown websites etc.
    • Daily reported shares - Shares reported as abuse, misinformation, basically not so good content 
• Other tracking metrics
  • Awareness - Customer survey to know how many users understand how to use the share feature
  • Acquisition - How many users have actually used the feature at least a few times
  • Engagement - Users who click on share and actually share the post through a channel
  • Retention - How many users use the feature at least 2 or 3 times in a week

I welcome your feedback on how I would answer this Facebook metrics question.

Feature functionality: Share feature in F/B allows users to share content they like to their friends via various channels 

• Share the content as a message (messenger)

• Share to a page

• Share to a group

• Third party sources - iMessage, Whatsapp, email etc

• Incentive for the User who shares the content is to gather attention of their friends who have similar interest to a content thats relevant or compell their friends to enageg with them about something that might interest them

• Incentive for the User who receives the shared content - they should feel excited to receive the content and want to take some action on it i.e. Reply, Comment, react, tag, or share 

Goal:

• Share feature can be a great tool to bring inactive users back to the platform and

• Increase user engagement and retention of active users on the platform 

Metrics

• Adoption / Discovery 

  • %users who have used sent “share” atleast once  

  • %user who have opened the reciened “shared” item 

    • %users who have taken an action after opening 

    • %users who did not take any action after opening 

  • What type of content is shared most ?- categorical breakdown - content relevance 

  • Preferred channel for sharing content - in product (including messenger) or outside (%breakdown)

    • %How many user’s are coming back to the app based on content shared outside channels (whatsapp, imessage)

    • %users converted from inactive to active 

• Retention 

  • Repeat usage - How many users are using the “share” feature on a repeat basis?

  • RR% (n-day) for users using “share” feature

  • #Active users inc / dec using “share” feature 

  • #avg shares sent / received per user 

  • # “share” content (user took an action) / # Total “share” content (this tells us the relevancy of shared content i.e. users are sharing and well as taking action on the shared content)

• Monetization 

  • %promoted or advertised content shared

  • If users are sharing Promoted content or advertised / marketed content them F/B can generate revenue from “share” feature

  • Ad click or ad impression inc due to shared content ?

  • CTR and CPM metrics increase due to use pf “share” feature

Prioritization: The following primary metrics will have the most impact on the goal

• • Adoption: %users who have used sent “share” atleast once  

  • Retention 

    • RR% (n-day) for users using “share” feature

    • #Active users inc / dec using “share” feature 

    • #avg shares sent / received per user 

    • # “share” content (user took an action) / # Total “share” content (this tells us the relevancy of shared content i.e. users are sharing and well as taking action on the shared content)

  • Monetization: %promoted or advertised content shared