How would you set goals for Facebook Events?

Introduction

Setting goals for Facebook Events requires a strategic approach that considers multiple stakeholders and aligns with Facebook's broader mission of connecting people. To address this product success metrics challenge, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Facebook Events is a feature within the Facebook platform that allows users to create, discover, and engage with events. It serves both individual users and businesses/organizations looking to promote and manage events.

Key stakeholders include:

1. Event creators (individuals, businesses, organizations)
2. Event attendees
3. Facebook (platform owner)
4. Advertisers

User flow:

1. Creation: Organizers create events, inputting details like date, location, and description.
2. Discovery: Users find events through search, recommendations, or friend activity.
3. Engagement: Users interact with events (interested, going, sharing) and discuss via comments.
4. Attendance: Users attend events and potentially share content during/after.

Facebook Events fits into the company's strategy of fostering connections and community engagement, while also providing valuable data for targeted advertising.

Competitors like Eventbrite offer dedicated event platforms, but Facebook's advantage lies in its massive user base and social graph integration.

Product Lifecycle Stage: Mature, but with ongoing innovation to maintain relevance and user engagement.