Alex Schultz explains how Facebook resurrects churned users

Hi, I wanted to ask, if someone came to Facebook and didn't like it and left, what would you do to gain those users? So I think there's a big question about why people leave. And generally, folks over index on the idea that people don't like Facebook or don't like the product or whatever and leave. Usually what happens is they don't actually see the value. They don't get to the point at which they see the value. And so we get people signed up, and then what we want to happen is we want other people to add them as friends. Like, usually everyone goes through a dip. You guys look back through your Timeline and look what happened. For your first year on Facebook, all you did was add friends. And so what truly happens is people come and they go away for a very limited set of reasons. One, we didn't show them their friends. Well, great. Best thing we can do is we have their phone number or their email address, get their friends to use find friends on iOS or Android or whatever, and then send friend requests to those people so we can notify them. And. And then they come back and then they see more and more friends. They get a fuller and fuller newsfeed, and they have a great experience. That's really actually the main reason that people don't ramp up on Facebook. And realistically, most of leaving Facebook is not leaving. It's not ramping up. And so what we do is optimize on getting them to the magic moment and they're on the site. If they're not on the site, get someone else to send them a friend request, notify them of that when they come back, get them more friends. It's very focused, and we've stayed that way for eight years, and it's really worked. Now it's hard. On a feature phone in India, that is a lot of work, but it's still the most important thing.