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How would you increase the number of comments on Facebook Posts?

Asked at Meta (Facebook) over a year ago

1.3k views

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Product Strategy

Meta (Facebook)

Product Strategy

Asked at

Meta (Facebook),

1.3k views

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Interview Guide

Gold PM

Feb 3, 2022

How would you increase the number of comments on Facebook Posts?

Clarifying questions:

1. What do we mean by increase of comments? was it going down? - Is it 10% or 100% - Interviewer: No, its not going down , its constant with increasing number of users , hence wants to increase by 10%

2. When we say how would you increase? - Do we want to develop a tool/feature/product that enables users to get more comments on their posts. -

Interviewer - Brainstorm multiple ideas

3. By Facebook Posts - do we mean individual users post or Facebook groups, Business posts?

Interviewer: Individual posts

4. Do we need to drive on App vs Web?

Interviewer: on All platforms

5. Do we need to focus on particular region?

Interviewer: WW

6. Are there any other metric which has changed over last 1 year? For examples - increase/decrease in likes, content etc - No such observation yet.

7. Is there a timeline we have in mind to increase the posts?

Interview: 2 Quarters

8. What is the purpose of this? - to drive more engagement, to increase stickiness among new users?

Interviewer: Al of above sounds good.

facebook mission is to bring community closer and together and by driving engagement through comments on users posts is directly related to facebook mission. Comments also provide the user (who creates stories) a way to appreciate the content. Recieving answers (comments) to users Comments also is a way to show that content creator has acknowledge your comment and read it.

In order to provide solution, I will look at :

1) different customer user base,

b) user journey,

c) identify pain points,

d) prioritize pain points,

e) recommend solution

f) and prioritize solutions based on efforts,

g) and lastly summarize with success metrics.

Does that sounds good?

Interviewer: OK.

User base:

Since we have already identified user base as individual Facebook user. I am categorizing userbase into 4 categories:

1) New Users - Recently joined Fb in last 2 quarters

2) Inactive Users - Those who hardly see FB on a daily basis or are classified under Silent readers and not posting comments/news

3) Medium users - Spends atleast 15-30 mins on facebook on a daily basis

4) Very active users - Spends at least 60 mins on FB and comments

Based on above, I see my low hanging fruits as Medium and very active users, where i can increase the comments on posts vs those who are quiet users. New users will learn the platform eventually, also with FB reaching saturation on user base, I dont see that as a higher market size in terms of opportunity.

User journey:

1) User gets notification about his friends story or newsfeed and opens FB app or User randomly checks FB App or browse over Web

2) Checks out Facebook stories and newsfeed from friends

3) Like or Comment on posts

4) Close the FB app

Pain points for above user journey in order:

1) user dont have time to open and scroll the new posts during their work hours and those notification may fall behind in order.

2) Some of the facebook stories are not relevant

3) User dont have time to comments, instead prefer like. or users have apprehension that different notification may start popping up from different users after commenting . Or Users dont gt acknowledge from original contet creators about their comments and hence stopped commenting over time.

4) N/A

prioritizing pain points:

From above, Looks like #1 and #3 are somewhat similar, I am assumig facebook AI and user learning continue to improve and provide right newsfeed and stories in order, hence i would like to focus on making user comment even if user dont have time.

Recommending solutions:

1) Facebook can remind the users about stories which users have missed seeing due to limited time by sending a pop up again

2) Facebook can start providing instant automated reply (to both comment provider and content creator) with couple of words as an option to save time for users while writing.

3) Facebook can provide an option upfront to disable notification from other users who are commenting for the post commented by him/her as per user behavior and learning to encourage users to comment and connect the community.

4) Facebook can work on providing a sub-option to show top 3 comments (with highest like/views) for a particular newsfeed that user is interested in or top 3 comments from his friends or friends or friends.

Prioritizing solution based on efforts and value:

1) Facebook already has a way to remind the users

2) low effort and moderate value as it may not solve the prupose of brining useful conversations.

3) Medium effort and Moderate value

4) low effort and high value

based on above, i will prioritize #4 and # 2 as solutiion based on low efforts and high/Moderate evalue

Success metrics:

1) Increase in comment by 10%

2) Fraction of users who uses the above features increases WoW, MoM, QoQ

Counter Metrics:

1) Comments continue to grow without users using feature #2 and #4.

1 like | 0 feedback

Platinum PM

Jan 9, 2022

Describe the product

Social media platform based on the network used to communicate and connect with people based on text, pics, videos websites.

User Segment

Teenagers

Youth

Old Age

Content creators

Goal of the product

Increase engagement

Impact of feature

Comments helps the user to understand readers perspective on the post.

Positive comments helps content creator to improve on the quality of posts

To understand the likes and dislikes of the viewer, so that, more post of the same nature or on different topics can be generated further.

It also helps us the content creator to know who and how many people find the post interesting and at least taking time to read it.

Increase in comments

Understand the pattern and the behavior of the viewer based on the search history to understand what kind of content the user prefers to watch. Is it based on science, education, comedy, movies, jokes, wisdom nuggets
Understand for the set of users how long do they prefer to read the msgs or watch the video. Do they leave it in between due to length and time consumption. If that is the case then it is good to share the meaningful small content to the user group. It should be effective rather than lengthy
Acknowledgement on the comments, viewers do expect that when are taking time to share feedback or comments on certain posts then content creator should acknowledge that comment. The acknowledgement or counter comments can be more catching and creating interest to create further comments.
Raise the post in caption with open ended questions that creats interest in discussions
Raise a post with multi choice answers so that viewers can respond on that choice quickly
Raising close ended questions in Yes/NO with one liner/one word comment
Tagging people to increase the visibility of the post in the network
Create trending content like using hashtags
Share the posts link in the other social media channel as well

Evaluation

Creation of network is vital before taking step to create content. More the network, relevant the content larger will be the comments.

0 likes | 1 feedback

1 Feedback

Gold PM

Jan 25, 2022

1

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