Product Manager comes to me (Data Scientist) and tells me that the "share" button feature is not improving engagement. Let's take it out. How would you, as a Data Scientist, evaluate that feature?

Clarifying Questions

• What do you mean it is not improving engagement? Is there not enough engagement with the “share” button?

• Or is “share” button not improving the overall engagement? 

  • What are the expectations of “share” button improving the over expectation?

• What kind of engagement are we expecting by removing the share feature? Or what is the alternative?

FB mission - State the FB Mission and we want to make sure that the feature is driving towards that mission.

First aspect of the question is to understand the engagement with “share” feature. 

User journey 

• Logs / opens FB

• Scrolls the posts / stories 

• Like, shares and comments posts

  • Like is least “work”

  • Then “share” -

  • And then finally comment

KPIs to look at 

• % DAU that engage with share. Compare this with % dau that engage with like vs comment. 

• % posts that are “shared” vs % posts that are “liked” and “commented”. 

• How have these numbers trended over time and how is the difference between them increased. Ie if I see % dau engaging with “share” go down vs other two metrics increase or remained flat then it shows lack of user engagement with “share” feature. 

• Also how do  these features perform with newer cohorts vs older cohorts. 

• If the % dau engaged is going down is there a particular share aspect that is driving it down. ?

• Of the posts that are shared what % of them are being responded to ? and how that has changed over time?

• Number of back and forth shares as % of shares started. 

Depending on what the alternative will be, we run a AB test to finalize the decision