How would you define meaningful social interaction for Facebook? What metrics you would use to evaluate?

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How would you define meaningful social interaction for Facebook? What metrics you would use to evaluate?

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Nish27 · Answer 1 · 2021-03-03T18:58:10+0000

Meaningful interactions : When interacting with people I know, I find conversations are more relevant and involves meaningful emotions (true and relatable). Also, topics that personally interest me, I would consider them as meaningful-because I am curious to learn something new or stay updated or may contribute which may be helpful to someone else.

So, based on how we consider why certain conversations are more meaningful (in personal life) than others and what makes them more impactful, I would say if a person's connection posts', or interacts' with them (commenting, liking, reacting, messaging ) - it would be more meaningful as opposed to a business post. Also, user would likely post or contribute more to any groups that they are very active on.

Value add for Facebook:

More content from connections -> More likes/comments from their friends/family ->more time spent -> encourages people to share more -> creating a flywheel effect

Goal : Encourage people to stay connected with their friends and family at a deeper level.

User Journey / Funnel

Activation

Does a user have good amount of connections

Avg # of connections/per user

Engagement

Content created per week by users connections	Avg # of meaningful posts posted /user (Seeing how many posts does a user's connections create every week)
How much meaningful posts does a user views per session	% of meaningful post viewed per user/session (# of meaningful posts views / Total # of posts viewed)
Time spent / session	Avg amount of time spent / session (Need to see if there is co-relation between Time spent and meaningful posts ) Does the time spent increase when more meaningful posts are viewed
Do the user interact more with meaningful post(weekly) (North Star)	%of meaningful interactions /user ( #of meaningful interactions/Total number of interactions) --this can be broken down for messages, likes, reactions, shares
How many of a user's connection are interacting with the content they created (Need to keep the creator motivated to post more often)	Avg # of interactions/post (Feedback or social gratitude to the user)

Retention

Are people coming back to see updates from their connections

DAU/WAU

Monetization

If users are spending more time what impact it has on the revenue	ARPU
Customer Lifetime Value	CLTV

Lokesh Kumar R · Answer 2 · 2021-06-17T15:20:27+0000

Assumptions:

By Facebook, here we mean the actual Facebook product and not the company as a whole,i.e, we are excluding IG, Whatsapp, Portal, etc.

Facebook always aims at bringing people across the world together and help them form communities of their interest and explore the world. With this in mind, a meaningful social interaction to Facebook can be defined as follows:

Interaction to posts posted by connections with reactions more personal like love, care, sad and like. It'll also include comments with more than 1 reply all from ones connections. Along with this Meaningful Social interaction will also include messages between 2 or more friends through FB messenger.

Metrics:

Metrics that measure meaningful social interactions are:

# of reactions used by users to their connections post per month/week
# of comment threads formed per month/week
# of message thread started/continued after interacting with a post by sharing the post/link from FB
# of shares to Feed with privacy setting enabled
Time spent in chats/ Messenger Rooms per month/week
# of meaningful posts views / Total # of posts viewed per session - this is more of a culmination of posts with meaningful interaction as per the definition

Of these metrics, I would like toprioritize 6 as this very well related to the goal of measuring Meaningful Interactions than the rest.