The author once hired a copywriter to boost how many people were converted to his site who landed on his page. He paid the copywriter a lot just to improve one metric, when really, there was a lot more going on than just that one metric. The problem with looking at just one metric is that you spend all your resources just trying to boost that one metric.
- If you’re only being measured by registered members, hiring a copywriter to write this sort of copy that decreases the total level of activity is the logical course of action.
- If you’re only being measured in total number of posts, it makes sense to say controversial stuff, start fights, initiate wordplay games, and share gossip.
- A single metric keeps everything simple for you and your boss. But it’s also just as likely to keep your community from reaching its potential and lead to its own demise.
“It makes sense to spend most of your time on having as many unique contacts with as many members as possible to encourage them to visit once. You can build up entire volunteer teams to help you.”