It will be all quiet on the eastern front tonight and this weekend, probably through Monday. I will be heading up to Raleigh for the onething09 conference that’s taking place there over the weekend.

If anyone else is going to be up there, let’s meet up! Just tweet me @NathanSnell.

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Anytime there is an algorithm in place, there is a system to be gamed. If this weren’t true, search engine optimization wouldn’t exist, and neither would a digg top-list, or most other internet marketing tactics for that matter. That’s why when Facebook first introduced its Highlights section I got very excited.

The Highlights section meant that Facebook finally introduced something that sat on the front page of every Facebook user, pushing content in front of them that was decided by an algorithm. And what that algorithm meant was I now had a greater opportunity to help Facebook decide what was worth putting in front of a user. Now with Facebook’s recent design update, it gave what was “Highlights” but is now the “News Feed” an even stronger position on the site… meaning even greater potential exposure. But one question to me still remains.

Is Facebook Optimization Really Possible?

While algorithms mean gaming potential and lots of fun analyzing how it all works and then cracking it wide open – Facebook is different. Facebook is different because what my “News Feed” says is different than what your “News Feed” says. The difference between the two news feeds occurs because our group of friends on Facebook aren’t identical. What the big question here is whether that variable in friends fully eliminates the ability to sway what’s in a users “News Feed”.

For example: If there is a method by which Facebook ranks a particular “shared” item to place it in a “News Feed”, at the very least while your competition is unknown, you can at least improve your chances of showing up in the “News Feed” in the event there aren’t any “close competitors” so to speak.

I know. I’ve been distracted with Facebook thoughts as of late. In my defense, it is the most popular social network right now.

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Photo by Anirudh Koul

I wish I saw bands using online video more. I think bands should start live streaming their practices and jam sessions. It breaks down the walls and lets their fans in the door. Or charge for live stream access to certain “private” jam sessions. Bands are already experimenting with live streaming concerts, but that’s not intimate. That’s you and 1,000 other people who are actually there. I’m talking about making you feel like you are there, because the only other people who actually are is the band.

Bands, or anyone, live streaming is important because online video is going to be exploding. It’s already growing fast and we’ll be seeing even more live streaming. This makes me totally excited because it means that a new medium is going to be opening up that puts the power of publishing into even more people’s hands – like when blogging first happened. Yes, people can already create videos. But we’re talking ease of creation, we’re talking disruptive technology. It’s being pushed past hurdles.

So if you’re a band, jump on the bandwagon (oh yeah, I went there) early and start doing some unique stuff with live streaming. Throw a Facebook Live Event box into the mix, while you’re at it. Believe me, you’ll be doing it soon anyway.

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I’ve read frequently, and have experienced through my own attempts, that Facebook Ads just don’t function the same way AdWords does. But I think it’s way too early to write Facebook off as not being able to deliver successful ads. In fact, the more I think about it, the more I think Facebook Ads could have an even bigger potential than AdWords – and I’m not the only one. It may just be that the success of your ads on Facebook may have everything to do with your mindset for using them.

Facebook is about trust. Google is about intent.

I think the fundamental difference between the two platforms is that Facebook is about trust. It’s qualifying content through sharing, through commenting, through liking, becoming a fan, and so forth. This trust economy is all given more power because every action you take – the trust you lend – is broadcasted to your trust network (your friends). On Facebook it’s more an experience, conversations. There isn’t a lot of immediate intent. Sounds a lot like e-mail.

Contrast that with Google where it’s all about the intent. When I Google something, I am looking for an answer, or specific information. If my answer means purchasing a product, then I may be open to that as well, especially when that’s exactly what I am searching for. This obviously creates a much simpler direct marketing channel, but not necessarily a loyal buyer. And is it a channel that’s better than Facebook? Not necessarily.

A potentially new kind of ad

A Facebook Ad may not get an immediate sale, but it does get you something potentially more valuable. Here’s why I think this could be the case:

• You get another fan for your Facebook page (this validates your page)
• Getting that fan broadcasts to all of that persons friends your company (giving your page/company more viral potential)
• You’ve now been given permission to share your news, photos, and other info with this new fan – right on their homepage.
• Because Facebook is real-time, you can share multiple times a day with your fans, giving more constant exposure
• You have the chance to drive a fan to your website time and again
• Each time a fan visits your website or page, that can be a potential selling opportunity

Given the above, a Facebook Ad gets you a fan which to me is speaking in terms of the lifetime value of a fan (or customer) not just the profit of a sale. With the above, too, I think Facebook Pages are akin to e-mail marketing. Usually it takes 7 – 12 e-mails to a single customer before they convert into a sale. Facebook Fans can very easily be treated with a similar outlook. People spend thousands of dollars on e-mail blast lists that hopefully work. A Facebook Ad, on the other hand, drives very targeted traffic specifically to a page that you can keep constant tabs of along with continued interaction (along with an easy way to gauge the success of your messaging).

I realize I went through a lot of steps and information there but I think the potential speaks for itself. If you can perfect your messaging, what you get from a Facebook Ad could be a brand advocate (like Mac geeks, etc), not just a potential quick sale that can frequently be the result of an AdWord buy. I think this is especially true when considering how Facebook Pages will evolve (based on Facebook’s recent development roadmap). What are your thoughts?

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This video is a result of countless meetings with clients at Talk, individuals personally, and panels/lectures I’ve given. It’s the first step for businesses/people who need to have an online presence. It answers the “what do I write about?” question. Cliff notes from the video:

1. Your content is the pulse of your online presence. If it sucks, you suck.
2. Stop asking the “what” of what you will write about, share, post, etc.
3. The what comes from taking what you’re already doing offline and transforming that into content online.

If you’re reading this through a feed reader and can’t see the video, please click here.

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Just wanted to share some of what you can expect next week and a few other things:

1) I am starting a brief series on how to make your online presence better, starting with getting over the hurdle of constantly creating awesome content.

2) Will also be sharing some of the application of #1 for an organization here in Wilmington as well as a report on its success.

3) We’ve been busy over at Talk, doing all sorts of things like churning out some websites, as well as putting a bunch of our past webinars on search engine optimization, blogging, personal branding, and more online to watch for free.

4) If we’re not connected already, I’d love to link up with you on Twitter, Facebook, LinkedIn, or even e-mail. Ping me, I don’t really care about what, I just love getting to know the people who are into all this stuff too, or who are at least trying to get into it!

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If you’re reading this through a feed reader and can’t see the video, please click here.

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I love trying out new things, so making my way into online video has been a fun learning experience already. That said, a lot of the feedback I have gotten is great and has been super helpful. I figured I would also share 4 consistent points from the feedback that might help others who are moving into online video (or debating the move).

1. The more time you spend in front of the camera, the more comfortable you will be
2. Good lighting is very important. Not that it has to be showy, but even buying a cheap gooseneck floor lamp or a tree floor lamp from Walmart to help flesh out your lighting will help.
3. An interesting background is always a plus.
4. Talk slow. This one I have a particular issue with because I talk fast normally anyway. But talking slow is important as it helps thoughts sink in.

This list could also be called “4 things you may see in Nathan’s next video”! Does anyone else have any good tips or things they have learned from their own foray into producing some form of online video?

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First video blog post. Hope you all enjoy it! More are on the way! Feel free to leave any feedback, as well.

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I wrote a post in August about marketing more effectively on Facebook by aiming for Facebook Primetime – the time when the most people in your network are viewing content being published on Facebook.

Facebook Primetime is the same concept that television stations use. Since I’ve written that post, I’ve gotten a number of good thoughts and responses to it. But one in particular I wanted to share  was a neat graph that was put together by Carlee displaying the prime time of her network. Neat usage. Rock on.

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