What KPIs Would You Define To Measure The Engagement Of A Cohort Of Facebook Users? What Levers Would You Build To Help Improve The KPIs?
Compiling Your Target Cohort
The first step is to aggregate our target cohort candidate, either through keyword searches within user profiles, or through keyword searches in user-generated content. Not all valid target users indicate their interests in their profiles and some that do are not necessarily appropriate, so a dual pronged approach should be implemented to obtain the best quality pool of candidates.
A great way to build a library of associated target keywords would be to scrub specialty (say “video game”) sites or aggregate them internally through flagging potential keywords due to above average keyword frequency in user-generated content items.
Initial KPIs
The first KPIs that I would implement are:
- Content Generation KPI (broken down by content type: video, pictures, links,…etc.)
- Comment Thread Length KPI
- Cohort Fb Friends KPI
- Cohort Group/Pages/etc. KPI
1. Content Generation KPI
A simple count of content items generated over a stated period of time, say 1-month, which contain keywords relevant to the cohort is an excellent starting point for measuring user engagement.
2. Comment Thread Length KPI
Users who generate long comment threads should be recognized as inspiring engagement. The best way to do this is by taking a rolling monthly average of the number of comments posted to content originated by the target user.
3. Cohort Fb Friends KPI
The number of Fb friends the user has that is significant to the cohort should also be measured. Obviously, if your friends are talking about video games and that is relevant to you, then it inspires engagement and should be accounted for.
4. Cohort Group/Pages/etc. KPI
The number of Groups/Pages/etc. that the target user is associated with that share the target topic are extremely important to user engagement and should be measured.
Levers For Improving KPI
The best thing and the worst thing about social networking sites is that the bulk of content is generated by the user, and the sites, like Fb, sometimes keep an arm’s length approach to steering users. However, I feel that it is important to the future success of Fb to become more than a platform, and begin crafting a more enriched user experience to facilitate fellow cohort user discovery and interaction.
Here are the levers that I would implement to increase the aforementioned KPIs:
1. Inspire Users To Create Topic Content Through Compelling Seed Content
I have previously visited numerous (Product) Pages where user comments have barely a discernible theme and eventually degrade down into bathroom wall graffiti. I don’t believe that this is what fulfills the user, nor is it what the advertiser wants. What inspires engagement? Compelling topics and content. By creating a more focused Pages framework and interjecting targeted content, such as “Polls” or questions on new products, users will be inspired to participate and share their opinion. Users want to be heard by creating content, but they don’t always know how to start it. All they need are some conversation starters on topics that they are passionate about.
2. Make It Easier For Users To Agglomerate Via Applications
When developers create applications targeted to specific cohorts, everyone wins. They serve as magnets for target users and improve targeted advertising effectiveness. The most difficult part is spreading awareness; however, cross-advertising (covered in #4 below) is a great way to spread the word.
3. Allow Pages/Groups To Have Forums
This will create a framework for structured conversation and dialog that will inspire users to generate content, increasing the KPI for 1-4 above. Users will want to join groups because they will be able to get their questions answered and talk about their passion (without having to remember yet another specialized website login/pwd). They will also be able to establish trusted relationships with other Fb members through genuine conversation on topics that speak to them, in some cases, resulting in new “Friend” adds, even better facilitated by the creation of alternative networks outside of family and friends (see #6 below).
4. Cross-Advertise Groups
There may be many Pages/Groups for a particular topic but not all users may know about them. Some ad units could be used to market other Pages/Groups, perhaps something similar to AdMob’s iPhone Download Exchange. The “free market economy” nature of Facebook will ensure that the Pages with the best content (& best Forum) wins, so this will inspire admins to improve the quality of their content or watch their users slip away.
5. Improved Video Tutorials
Show users how to make the most out of areas of the site that they are not already using. Fb does a great job of providing a white canvas, now let’s guide user’s hands and help them to create their masterpiece. They will want to spread the word about their creation, which will increase user engagement.
6. Allow Users To Build Non-Personal Networks
It is clear in our capitalist society that just about everyone operates their own business, participates in an MLM, belongs to an organization or conducts networking for business. So why not allow users to build networks outside of their personal networks within Fb. Most users would already prefer to keep their networks of friends and family separate on Fb. Allowing users to create multiple networks, if done correctly, would greatly improve user engagement within and across all arenas and further delineate cohort groups.
Closing Remarks
User’s engage when they are provided compelling content or an accommodating avenue. Implementing effective KPIs is important for reaching engagement targets for cohorts of Facebook users. Maximizing user engagement with cohorts is only limited by the flexibility of the social media machine. The best way to increase user engagement is to increase the ease with which users interact, create, network and share within Facebook, and to educate users on the tools available to make Facebook the soap box that fulfills all of their needs.
