+1 vote
1.2k views
asked in Product Improvement by (40 points) | 1.2k views
0
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!

3 Answers

+1 vote

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. 
answered by (28 points)
0 votes

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
answered by (15 points)
–1 vote
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
answered by (15 points)

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