Facebook announced that it will be ranking it’s applications not by total number of users, but by engagement. Certainly an evolutionary step forward. Early on, I was trying to define the formula of engagement, so I’ve got a pretty good sense of what it is and what it’s not. Venture Beat covered the story, but I think they got the attributes mixed up between attention and interaction.
[Facebook is confusing Engagement with Interaction, which is a completely different attribute to measure behavior, our industry needs to come to agreement on terms]
Facebook isn’t really measuring Engagement, they’re measuring Interaction.
The four attributes they mentioned are elements of a user interacting with the site:
These touch points are:
– Canvas Page Views
– Link Clicks in FBML
– Mock-Ajax Form Submission
– Click-to-Play Flash
Facebook measurement, an incomplete formula
There’s a few other attributes that Facebook is missing in it’s measurement, this is NOT an Engagement measurement. They’re missing Attention (how much time was spent on a particular widget app, Alex agrees) and Velocity (did the application get shared and spread among a network, and Influence, who share it with who? For example, if Scoble shared with his 5000ish friends, it’s certainly a higher weight than someone with 20.
As an industry, it’s really important that we start to come to agreement on terms and attributes. For what it’s worth, I predict they will release an engagement index, that will help them be the industry standard when it comes to defining a successful application. More thoughts on this topic from the Web Analytics Guru, or check out all my posts tagged Social Media Measurement.
Once I move into my new role, I may have the reach to standardize terms, give me time.