Analytics are dangerous

As content is distributed online, analytics are generated and discussed. Headlines in professional publications and in the media reveal that web teams churn and dozens or even hundreds of jobs are cut when numbers fall or do not increase quickly enough.

I believe that analytics are dangerous.

Several years ago I was writing feature stories for a children's hospital annual report. A theme for the report had been chosen and the design concept was charming.

As I prepared to interview a family for one of the stories I realized that instead of background notes, I'd been given a beautifully written story.

The facts were heart wrenching yet at the end of the story great loss had turned into healing and had created lasting, bittersweet joy.

Stories as powerful as this one were rare. I'd been asked to write the story; it was expected. Why wouldn't I write the story? It would be incredible to be recognized as its author.

As I thought about the family's emotions and anguish, I realized that it was because of the anonymous writer's words that I felt the story so deeply.

I corresponded with the mother. She asked for, and received permission from the author (who wished to remain anonymous) for the story to appear in the report, edited slightly for style and length.

After the annual report was distributed, I learned that an influential donor had given copies of the story to more than 20 of his friends.

If an organization recognizes individual authors based on analytics, it influences what content is posted. Would the influential donor have shared the story about the young mother's experience at children's hospital with his friends if I had interviewed the family and had written a new story? Maybe, or maybe not.

Analytics measure what has happened in the past.

If what is created and posted is driven by analytics, people and organizations are always looking backward and powerful content may not appear.

When creating content, analytics can be a dangerous thing.