What will be your release strategy for Facebook Reactions? How will you monitor the release?

Clarifying questions:

What state in the product lifecycle are we in for Reactions? Is this first release? And update? Is this release in a specific region or platform? Web, Mobile, etc. Should I know about any goals that were set for this release? Engagement, retention, etc.

Facebook Mission:

To create community and bring the world closer together

• How connects with Facebook Reactions feature: Facebook is a platform where friends, family, businesses, interest groups can come together and stay updated with groups that they care about. Previous to Facebook reactions, common ways that people could engage was by posting, commenting on posts, create videos, share videos, and more. With reactions, it's another feature that people could use to engage on Facebook that's low effort - it's simple as a like, but they can cry, laugh and more! It's like emojis.

Goal

Given that the context of Reactions and what it does, it's similar to a like, an emoji, it's a way for users to engage with posted content, I could imagine the overall goal of Facebook reactions is engagement.

A/B Testing

Given that this is a new feature, we should run an AB test to give us some signal of whether or not this feature meets our goals and hypotheses.

Control: One cohort does not have reactions

Treatment 1: One cohort has reactions in addition to likes

Before launching the test, would need to make sure that each cohort has enough people in it so there is no bias and runs long enough to reach statistical significance.

Hypotheses

• By adding reactions, users will engage more with newsfeed content. If previously they would not have liked or commented, now maybe they would have reacted with a laughing emoji.
• On the receiving side of Reactions, users will want to post more, share more content with their friends and on their newsfeed.

Metrics

I would monitor the following metrics:

• Session length - are people spending more time on Facebook and reacting to posts, videos, etc. Are people uploading more videos, pictures because people are reacting to them more?
• Number of sessions per day, week, month -
• DAU and MAU
• Average number of user actions (any action on Facebook as a total - posting, commenting, liking, reacting, etc.)
• Likes made versus likes + reactions made

Counter metrics

With the introduction of a new feature, we want to keep on eye on how the distribution of engagement actions moves.

• Comments vs. likes + reactions - are people commenting less and instead reacting more? Comments are more meaningful to customers than an emoji.

Considering that we are talking about release strateg, its safe to assume that product is in nearing its launch phase.

I would make sure to perform usability testing, Beta testing,  A/B testing.

During this time, I would closely partner with Product marketing team for go-to-market plan and messaging. I would also talk about phased roll out if needed,

This is the phase where I would partner with marketing for  making announcements,publishing blogs etc

I would devise success metrics to measure: adoption rate, usage rate

Post release: I would constantly monitor those metrics and do a post mortem of whats working and what isn't and will make sure to fix or add any changes in next updates based on the post mortem(including reviews, user reaction, metrics)

I would  keep the backlog ready with features elimiated during MVP phase and will add on bugs to this so as to solve issues faster.