Google #7: There’s always more information out there

Just like Google, we all want to improve the information we provide to the people we communicate, right?

Continuing our series Google’s 10 Things We Know to be True, today we look at #7: There’s always more information out there.

Google explains…

Once we’d indexed more of the HTML pages on the Internet than any other search service, our engineers turned their attention to information that was not as readily accessible. Sometimes it was just a matter of integrating new databases into search, such as adding a phone number and address lookup and a business directory. Other efforts required a bit more creativity, like adding the ability to search news archives, patents, academic journals, billions of images and millions of books. And our researchers continue looking into ways to bring all the world’s information to people seeking answers.

Yes, there is always more information out there, but since you and I are leading churches, schools, ministries and businesses rather than a search engine, how we respond to this principle is going to be different.

Our goal is NOT to provide as much information as possible.

In fact in many cases less information is better.  Too much information can overwhelm, clutter or bore people causing them to miss what’s really important.

Our goal is to provide information that is…

• the most helpful
• at the best time
• in the most useful media

7 Tips to Give People the Best Info… at the Best Time… Using the Best Media

1) Define and prioritize your communication goals.  Once you know your goals, you can determine what information people need and when they need it to reach those goals.

2) Make your website the hub of your communications.  One of the great things about publishing information on your website is anyone can read it anytime and there is virtually no limit to the amount of information that can be stored. For more on this read How to Design Your Website to be the Hub of Communications

3) Send info to people using the media they prefer.  Some people text, some people email, some people talk on the phone, some people use Facebook or Twitter.  Use the media your people/audience/customers are already using.  Ask people to connect by giving you their email and/or phone number.  Build lists.

4) Send/share short blurbs with links.  In conjunction with #2 and #3, don’t send me all the information about everything your organization is doing.  Send a short blurb to help them identify if the product/service/event is for them along with a link to more information on your website.  For more on this read If you have a website, read this!

5) Measure results & adjust.  Regularly look at your metrics.  Which pages on your website are getting the most views? Which emails are getting opened? Which social media posts are getting the most interaction? And which are not?  Adjust your tactics accordingly.

6) Listen for communication breakdowns & ways improve.  How many times have you heard people say things like…

• “I didn’t know about X event”
• “I didn’t know Y was on the website”
• “I was going participate in Z but I forgot”
• “I didn’t get that email”
• “I saw the email but I didn’t read it”

Instead of just getting frustrated and blaming the person, use it as an opportunity.  Ask why. Ask what could be changed to help the stay better informed.

7) Survey and add or cut information.  Regularly survey the people you communicate with.  Ask them to rate the value of specific communications.  Ask them when new information would be helpful.  Look information that is not being used, cluttering or hindering your message and remove it.

What steps are you taking to not just add to the information you’re giving people but improve it?