Social Media Posting — Vixlet
Our platform on iOS, Android and responsive web had many public faces, each of which served as the official social media presence for a major brand.
But users who downloaded our Major League Baseball app were very different, at least on the surface, from the tight knit community that loved the metal band Slipknot, who in turn were different from Pakistani Cricket players or fans of the LA Kings.
Because our base functionality was by necessity the same across these disparate communities, we looked for ways to delight our customers and improve the experience of our platform through fundamental changes that would be relevant across a worldwide audience.
I realized that posting success (whether a user successfully posted after clicking the post button) was bad. So shockingly bad in fact that at first I thought it must be an error.
Posting success averaged across brands: ~11%
It wasn't an error.
However, by diving into the stats I realized that if we only looked at users who had already posted at least once, the posting success was actually pretty decent.