Interview Question: Meta PM for verified accounts
Why would we build this?
What goals would we set for this product?
What would be our success metrics?
1. Assumptions
Organizations, people and brands can verified. IG and FB.
Have to pay to do it; $30 and get it forever
Celebs get for free
Only one verified account per verified entity
2. Product Rationale
Company Mission: Build the future of human connection and the technology that makes it possible
Why does this exist?
- (core today) Impersonation accounts - for well known entities
- Increase trust, ad revenue
- Not get sued
- (future use case) Fake account - a mechanism to provide authenticity for real accounts
- Stalking
- Fake personas
- Misinformation
- →increase trust, human connection with real people not fake personas
- Hard to build engagement if users can't trust content
Weaknesses/Threats
- Hinder people that want anonymity
- Multi-brand personas (e.g., people with a finsta for different types of content such as meme account vs friend account vs news account)
3. Entities
Casual users
Famous public entities (People, Brands / companies)
Influencers
Large incognito accounts
Posts / Views
4. Objectives
1. Improve user and public entity trust by reducing exposure to fake / impersonated accounts
2. Further increase trust and positive ecosystem health by expanding usage to micro influencers or people with public accounts
Help validate smaller influencers by providing them with a blue check, which has the status of being a famous person
Reduce unsafe behavior or stalking
Monetize verifications
Improve engagement from and for famous accounts
Health
- Make it easy for people to get verified
- Ensure accuracy
5. Potential Metrics
Customer Journey
- Apply for a verification
- # of applications
- % of well known applicants that have applied
- Get verified
- Time to complete checks
- % of applications that get approved (correctly)
- Precision / recall of verification
- % of well known entities that have the verification
- # of verified accounts
- Post
- # of posts from verified accounts
- View
- # of views from posts from verified accounts
- Engagement before and after verification (Clicks, views, follows, comments, likes)
- # of reports a fake account or post
Health
- Trust - qualitative surveys
Monetization
- Revenue
- $ / verification
6. North Star Metric
# of views from posts from verified accounts
7. Leading indicators / Secondary Success Metrics
# of verified accounts
% of well-known entities that have the verification
Reduce # of views from posts from fake/impersonated accounts
8. Health / Guardrail Metrics
% of well known entities, posts that have the verification
Engagement before and after verification (Clicks, views, follows, comments, likes) for famous entities, influencers, large incognito accounts
% of people who start verification process that complete it
Customer surveys
9. Tradeoff questions
How do you think about focusing more on public entities that post the most vs those that don't?
Pros: Most impact on total content that is on the content
Cons: If posting a lot, it becomes more obvious; so not as much of a problem
Would you implement a rule requiring all users with 10K+ followers to get verified?
Pros: Help increase trust for accounts that will have biggest potential
Cons:
- Short term - impact DAUs
- Followers might use platform less
- No anonymous accounts - limits free speech and content from being produced