Question

How would you improve Facebook Pages and how would you determine success?

Comments

I found this one quite difficult because end users are ultimately consuming posts of a page in the news feed. Hope someone has good ideas can share their answers here, thanks!

Answer 1

Clarify, what is FB pages, from what I observe it's usually used by public figures, media companies, and businesses, it seems like anyone can create a page. From my memory, a creator of a page can create content and build a following on their pages, they can even post jobs, provide offers, and add links to shop on their website from their FB pages. 

Goal: FB's goal is to create engagement and bring people closer together, most people have pages but can probably engage with their fans more on their pages. 

Use cases:

1. Businesses want to engage with their customers and upsell their products 
2. Media company uses pages to distribute their content and engage with their users
3. Public figures engage with their followers in a more intimate way 

I want to focus on public figures bc FB's goal is to bring people together and public figures have significant power to engage with their fans and have more dialogue between them. 

1. Live Q&A feature that builds on top of existing Live feature but provides the ability for fans to submit questions and vote on questions they care most about (implement this due to high engagement, impact, and low effort, Live already exist, just need to build a Q&A tool) 
2. Add stories feature for public figures so fans can see their daily updates 
3. Add ability to create fan-only group for exclusive content/access

I want to track MAU who uses this new live Q&A feature. I also want to see an increase in MAU of pages. Increase in # of fans for pages - comparing with pages who use this feature vs not using this feature. 

Answer 2

First, I'd define FB page or ask clarifications. Is it the page that anyone can create for businesses, ideologies, public figures etc.?

Second, I'd choose a user persona (creator of the pages). Let's pick up businesses.

Third, I'd lay out the objective of the business creating the page. Let's say it's to increase brand awareness and customer interaction. Key metrics would be:

• Total number of likes
• Visits per day/week/month
• User interactions (shares/comments)

Fourth, I'd lay out use cases for the business using the page.

• Create content to publish
• Promote a post (to market/sell)
• Give customers a touchpoint for feedback or customer service (complaints)

Fifth, I'd list potential solutions against each of these use cases:

• Content creation tool with templates. Preview the content and see the score before posting. Score is based on how likely it is to generate user interactions (views/likes/shares)
• Post promotion/highlighting options. Pin the post for a select duration. Include a countdown/timer (where relevant). Highlight borders to make it prominent. Embedded multimedia carousel within the post (videos/images). Tracking of shares (virality)
• Customer service tool takes the chat directly to DM. Auto tags based on user comments. Follow-up email after the chat. Analytics dashboard for customer interactions

Sixth, I'd list some metrics I'd track for the product performance.

• Before/after analysis of activity (likes/visits) in pages that use the tools
• Adoption of these tools (how many businesses are using them, which features/tools are more popular)
• Creation of pages (has that increased significantly)

Lastly, I'd think about user journey.

• I'd email page creators (businesses) about this new features. Pop up a dialogue when they visit the page next time (admin)
• If they're posting content, I'd remind they can use the advanced features for content creation
• I'd display some some recommendations on select posts to show how you can drive even more engagement.
• Rollout: A/B tests to see performance before rolling out completely

Comments

Really like the way you are thinking but the goal of the improvements suggested need to be clarified. What is FB getting out of implementing all the above suggestions? Looks like - Monetization ; the more the user spends time on FB, FB can monetize via ads.

Another solution which also benefits the page creator (considering business owners as our persona) - allow users to buy products from FB; provide a buy button on a post. FB could take a rev share or could take cost on CPC basis. It benefits the users/followers - they don't have to go out of FB network and find out the product. They can buy within FB enviornment. Helps business as its a seamless selling experience. Helps FB - its another way of monetization.

Answer 3

Facebook pages is a public space within facebook usually used by an organization, a business, a brand, or a public person (political leaders, artists) to promote their activity, gather a community and improve their notoriety.
People “likes” and subscribes to a page (they become "followers") in order to show their interest, interact directly with the page owner or the community, and get the page’s contents displayed on their feeds.
By “FB pages” I’ll be considering the whole product which means that I included the page on itself, its backend, and the posts and interactions of users with the contents from the page or displayed in his feed/shared.
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I can see 2 differents areas that could be targeted to improve FBpages : 

1.  <!--[endif]-->Followers’ side: increase enrollment,  engagement, or conversion rate (for instance, % of followers liking/sharing contents; % of followers clicking on the “buy” button ; % of followers posting comments or questions on the page or a post)
2.  Brands/page owners’ side : Increase enrollment (new pages created), engagement (frequency of updates/publications on the page, or answers to questions and comments from followers), increase their use of FB marketing tools (and resulting revenue) such as sponsored publications

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I think the priority goal might be (if hypothesis confirmed by analytics) increasing followers’ engagement as I assume that the more active a follower is on the page or interact with its posts, the more we can get from other features even before improving those ones : an active page/ lots of comments on a post might impact enrollment as people will be notify of their friends’ activity or will see the post and could thereby subscribe to it, more likes or shares would encourage the page owner to be more active and use FB marketing tools, etc.

 

Here is a list of different aspects that could be addressed :

•  <!--[endif]-->Visibility of the Page posts in follower’s feed (algorithm, design)
•  <!--[endif]-->Controls that the follower has on one page’s posts on his feed (settings such as frequency, shortcuts, sharing options (pin on my profile ?)
•  <!--[endif]-->Display of followers contribution on the Page
• New ways to interact with one’s page

To prioritize from those different topics and maybe reject some of theses, I would check statistics (such as ratio of interaction (comments, likes, sharing options) with a page on the follower’s newsfeed and on the page itself) to understand users’ behavior better and evaluate the potential for improvement. 

From my own user perspective, I’ve found that I lack some place for “me” on the page – what I mean is, especially for the pages on which I’m quite active – to be able to find easily the contents I’m interested in without having to scroll down between hundreds of publications from the Page to find what I was looking for – an article that I liked, a video, etc

 

I would suggest to create a section on the page that would gather the contents of a follower with the page : posts that he pinned, posts to which he replied, product he’s interesting in, so that he would also encourage the follower to use the page as the place where his “bookmarks” regarding this specific topic or person is gathered and encourage contribution as it won’t be (for the follower) as lost as it seems now. It should encourage pinning posts and visits on the Page more often. It would be a good place for displaying recommendations and related contents.

 

ABtest would be required. Success would be measured by following :

• Average number of pinned contents per user 
• Visits on the new section 
• Average number of visits on the Page per user
• Returning visitors
• % of enrollment from the page
• Overall interaction rates with a page : visits, posts, comments

 

 

Answer 4

This is dependent on the primary goal of the facebook page. Why was the page created? Is it to boost a company brand or an individual? Is it to sell products?

Whatever the case may be, consistent and engaging content is a non-negotiable. The content you produce whether weekly or daily must be interesting enough for your audience so they participate by sharing, liking and commenting.

In addition to that, advertising the page also helps. However it is important to know how to target properly. Sometimes you may need to target different sides of the market because the customers you're targeting may not be the customers who want your product or brand. Do a lot of testing and then compare which has the highest conversion rate.

Finally, pay attention to the metrics provided by facebook. They explain quite a lot on how your users interact with your content. If you're selling a product, the number of customers who purchase from within the platform is an important metric. If you're improving the brand, you want an increasing MoM interactions on each of these posts.

I hope this helps