How would you measure the success of Facebook Friends feature?

Describe: Friend featue is where FB users can add people they know as their "friend group" so that they can see the activity of their friends and friends can also see activities of users. Friends can be added through suggestions or search functionality.

Mission: Friends feature is to bring people closer together and increase engagement for Facebook by adding more friends.

User journey: 

1. First time users suggestion: when people create a Facebook account, FB will suggest friends based on contacts and any other information (schools, work, location) so that user will have a first set of friends.

2. Suggestion for existing users: based on the friends user already has, FB will continue suggesting more friends based on how many mutual friends or friends of friends you have. This journey allow user to add friends that they may have missed or might not have thought about.

3. Searching friends for existing users: User can also search for friends they already know they want to add.

4. Adding friends through groups for existing users: User can go to a group they are in and look at the group members and add people int he group as their friends (example would be when you start at a new school, you may want to add people in your class)

5. Receiving friend requests: User who receives friend request can accept or decline the friend request.

Metrics: Since user journey 3 and 4 are more of users voluntarily adding friends, I am going to focus on measuring the success of the friends suggestion algorithim. The more freinds user adds through suggestions, the more successful the feature.

Activation: the metric should be different for first time users and existing users

1. We should monitor the trend of average # of friends people add during their first login. The better the suggestiion, the more average # of friends for first time users. I would look at month over month and year over year growth.

Engagement: how many people are adding friends through the suggested friends feature?

1. I would first look at the metrics as a whole, number of total friends friend request sent, number of friend request sent per user in weeks, months, quarter and also compare WoW, MoM, QoQ metrics.

2. I would also divide the users by time they created FB profiles by looking at # of friends requested by users who have been less then 1 yr, 5yr, 10 yr.

3. I would also look number of friend request sent by users with different live events such as started new school, moved to a different city etc.

4. I would look at the acceptance rate. Of the users who have received friend request through suggested friends feature, what % of them have accepted the request.

Retention: I would assume that people who have sent friend request would visit more frequently to see if the request was accepted or not.

1. # of login comparison of people who have sent a friend request vs. people who does not have friend request sent.

Prioritize/Summary: The success of the feature is to make users add as many friends as possible through smart and accurate friend suggestions. I will to focus on metrics Activation-1 and Engagement-1 as these two metrics are the top metrics that would help measure the success of facebook friends suggestions. If there is a decline in engagement metrics and deep dive of Engagement-1 is needed, I would also look at Engagement-2,3,4 metrcis to see where the decline is coming from.

How would you measure the success of Facebook Friends feature?

Let’s define the objective of Friends 

FB friends feature is module that is on the FB feed that shows you people that you might know and would like to connect with based on your current FB connections 

We would like to find KPIs to measure the success of this feature 

Q: What features exist within this product include 

1. Name ?

2. Photo ?

3. How does FB determine that we are connected ?

4. Can the user give feedback to the system ? LIke not interested? Don’t know her?

5. Can close the feature 

Let’s define the product objectives 

1. Increase user network 

2. Strengthen the social connection 

3. Make a stronger community 

4. Increase communication 

5. FB Goal - bring the world closer together 

Let’s talk about the product features 

1. Stand alone module on the FB feed 

2. Click to profile 

3. Friend 

4. DM Message 

5. Not interested 

6. Do not know the person 

7. Like 

8. Comment 

9. Share 

10. # of friends 

11. Strength of the connection (# of people we have in common) 

Target Audience

1. Segment FB users based on their network size 

   1. Low

   2. Mid 

   3. High 

2. Business 

   1. Potential contacts 

Platforms

Show and measure across all platforms - Desktop (web), mobile and tablet 

Define the user journey 

Users to go the feed (default) and see the feature at the top of the page 

Define the metrics through the user journey by segments and platform 

1. Awareness - that can be measures based on surveys. FB discussion in groups and posts, DM etc… 

2. Acquisition - # of new users (NUU) that interact with the feature - click on any element on the feature 

3. Activation - users that achieved success with the feature … befriend, like , comment, - on their first interaction .  The difference here is a positive interaction not just browse

   1. UU (D/W/M)

   2. Clicks 

   3. B/A 

4. Engagement - this is where I would measure the usage of the product - from here I would find the “North Star”

   1. UU - time dimension 

   2. Befriend 

   3. Like 

   4. Comment 

   5. DM 

   6. Share 

5. Other Stages Retention/ monetization are not relevant to this feature and the user cannot elect to see it . If there was a property in FB that this feature would be then this would be relevant 

6. Referrals - This is a very important phase in the user journey as this can make or break a product. In this case I would like to see if connections that originated from this module are of stronger connection then from other venues.  

Qualify Metrics 

Summary 

This feature is supper important for FB as it fits right in the sweet spot of FB goals. The top metric is befriend - as this encapsulated the feature objective of increased connection and the ability of the algorithm to predict the right connection. 

Note that features like this also have the potential to be seen as intrusive from privacy issues. As is FB knows too much about me … 

How would you measure the success of Facebook friend’s features?

Friends feature in F/B allows users to connect with other friend & they will be connected to different friends through these mediums

• Got Suggestion by F/B
• Connected indirectly through 

1.   Mutual Friend 
2.   Got connected through Post/Message
3.   F/B groups or pages 

• Benefit for the User who gets connected to other friends is to get content of their friends who have similar interests and also engage their friends with them.
• Benefit for the User who got connected to the other end is to get good content and create a feeling of engagement and updates regarding the events.

Goal:

• Increase the number of friends such that to create retention among the platform.
• Increase user engagement and retention of active users on the platform.

Metrics

• Adoption / Discovery 
  • %users who have sent or received a friend request
• %user who have got the friend request  
  • • %users who have accepted the friend request 
  • %users who have declined the friend request 

• Preferred channel for getting friend request (%breakdown)
  • • %How many users got the F/B sent/received requests through post/group
  • %How many users got the F/B sent/received requests through suggestions 

• Retention 
  • Repeat usage - How many users are using the “friend” feature frequently?
  • #Avg request sent/received per user per 10 days

• Revenue
  • %user joined the group after friend joined the group
  • %user liked/shared or commented on the promotional content once a friend engages with it. 

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

• • Adoption: 
  • %users who have used sent “friend” request at least once  
• Retention 
  • • #Active users sent/received using the “friend” feature 
  • #avg request sent/received per user per 10 days

• • Monetization: %promoted or advertised content shared through friends who get liked comments or shared by them.

Summarize

Given that the goal of FB friend’s features is to connect with another friend easily and quickly by providing a seamless platform to create retention among users on F/B. We can conclude the metric through

Engagement

% increase in friend request receive/send in MoM, YoY

% increase in F/B likes, comments/shared through friends.

How would you measure the success of facebook friends feature ? Here's my best shot at answering this Facebook metrics question.

Before getting into defining the success metric, lets first understand the facebook friend feature.

1. Every person on facebook has few friends 
2. Every person sends friend request to others via
   1. Organic way (People search the person, and then send the request)
   2. Suggetions ( via people you may know feature)
3. Every person accepts few friend request 

Now every person interacts with his friends in two ways 

1. Direct way 
   1. direct msgs, post on the wall, chats etc
2. Indirect way
   1. Via FB feed through comments, likes, reactions etc 

Now, primary goal of the freinds feature seems to be the increasing the number of the freinds for each person so that person is more engaged to facebook, thereby leading to better retention, therefore goal seems to be engagement and retention.

Now defining metric for friends feature - 

Awareness (feature)

• % of total facebook users who have atleast sent or recieved one friend request ( how many people know about this feature)

Activation (feature)

• % of total facebook users who have atleast sent and recieved one facebook friend ( how many people are activated)

Engagement (feature)

• Average # of freind request sent per user in 7 days period 
• • Average # of freind request sent per user organically 
  • Average # of freind request sent per user via suggestion 
• Average # of friend request accepted per user
• Average # of freind request not accepted per user 

Engagament of (Facebook)

• Average # of total friends per user 

• Avegare total engagemet of user (sum of all activity by user i.e post, comment, chats, like etc) by All friends 
  • % direct engagement and % indirect engagement 
• Average engagement of user by New Friends 
  • % direct engagement and % indirect engagement 

Retention (feature)

• 30-day retension of users using freind featue  ( how many people keep on using the freind feature)

Retention (facebook)  (retention of user on facebook due to friends)

• 30-day retension of user due to all friends 
• 30-day retension of user due to new freinds