Decline in Facebook Composer Usage

Requirements Clarification & Assessment

Clarifying Questions:

1. Time Frame: Is the decline observed over a specific period, or is it a continuous trend? Understanding whether the decline is sudden or gradual can guide further investigation.
2. User Base: Are we considering all users or a specific segment (e.g., active users)? Clarifying this will help in accurately assessing the impact.
3. Metric Definition: How is the metric calculated? Is it total posts divided by active users, or does it include all users?
4. External Factors: Have there been any significant external events or changes in the competitive landscape that could affect user behavior?
5. Internal Changes: Were there any recent changes to the Facebook composer tool or the platform as a whole?
6. Technical Issues: Are there any known technical issues or bugs that could have affected the photo posting functionality?

Data Collection:

• Historical Data: Collect data on posts per user over the past few months to identify trends and anomalies.
• User Segmentation: Gather data segmented by geography, device type, and user demographics to pinpoint affected groups.
• Competitor Analysis: Assess if competitors have introduced new features that could draw users away.
• Internal Logs: Check logs for any technical errors or issues reported by users.

Hypothesis Formation:

• Numerator Effect: Is the decline due to fewer posts being made?
• Denominator Effect: Could an increase in inactive users be diluting the posts per user metric?
• Feature Cannibalization: Are users shifting to other Facebook features or external platforms like Instagram?