I’ve never been much of a Facebook evangelist. I know you’re out there, and I respect that, but I’ve just never seen the WHAM that makes me understand the business value of what Facebook really represents for a company.

I got a clearer picture today with the fan page for Trust Agents. (If that link doesn’t work because Facebook is dumb, go to your FB page, search for Trust Agents, and there you go.)

I tweeted that I thought this page was really well done, and many of you asked why. So, here you go.

(Oh, and as a perhaps-unnecessary-but-what-the-hell disclaimer, both Chris and Julien are what I’d consider to be good friends, and I hope they feel the same. So in case I need to disclose that I like and admire what they do to make you feel comfortable with my opinions, here you go. I’m biased. Hell, it’s my blog. Everything here is biased.)

What’s Awesome

  • This page has absolutely nothing to do with buying the book. They didn’t build this as their sales channel. It’s about the principles behind the book. That gives it longevity long after the book sales have cooled off.
  • Both Chris and Julien immediately and actively starting conversing with the fans on the page. Not just posting their blog posts or more ways to buy the book. It’s a dialogue, and it’s access to the authors themselves. They genuinely want to be there, talking with people.
  • They’ve elevated the idea of Trust Agents into a broad discussion and spurred it on by asking questions or throwing out nuggets for others to respond to. They don’t feel compelled to be the center of the network, but rather be the catalysts.
  • They’re making great use of the Discussion section to start with, and their commentary moves the discussion forward and shines the spotlight on others.
  • Both Chris and Julien are posting frequently, which keeps folks interested in coming back to see what’s new. Facebook seems to work best when it’s active and lively.

What I Want To See More Of

  • The “Discussion” section. I can’t wait to see more of the posts that Julien and Chris share from other people that embody the messages they’re trying to convey.
  • Photos. Videos. More visual stuff.
  • I want stories about real-life Trust Agents. Hell, I don’t even know what that MEANS yet since I haven’t read the book (though I think I have a good inkling). But I want notes and anecdotes of people who are embodying this idea. Why? It inspires others to see Trust Agent in different lights.
  • Stuff I can take with me and share with others. Not stupid website badges, but something with substance that would help me evangelize what they’re doing outside of the page.

My Conclusion?

This whole little endeavor taught me something. Something I think will change how I look at Facebook from now on.

Part of what Chris and Julien got right – whether by happenstance or design (and I’m guessing the latter) – is that this page never, ever showed up FIRST. It wasn’t a billboard or an advertisement that was meant to initially convey an idea (or a product).

Instead, Chris and Julien did exactly what I’m imagining their book discusses. They’ve spent months (nay, years) building reputations and credibility for their work. They’ve talked generously with the community throughout the writing process, never acting as though they were hotshots with all the answers, but more like a couple of explorers on a journey. The book is an exciting evolution because we already believe in what these guys say. Because they show it, through their work, even when that work comes without pomp and circumstance.

So I’m beginning to think that Facebook is not a starting point for a brand, but a destination. A place at which to arrive after you’ve established a modicum of trust and credibility with your community elsewhere. Almost as a way to say “Hey, we know you’re out there. We’ve seen and heard you, and you’ve told us you want to talk about something bigger. Want to come hang out for a while and chat?”

I see lots of businesses starting with Facebook because it’s easy and cheap. But I’m starting to think that it’s putting the cart before the horse. It’s starting to feel to me like you need to become the Trust Agent first, before you can effectively set up an outpost like Facebook – a hangout, of sorts – that people want to frequent and come back to after the first time they sign up.

So that’s my .02 on what’s starting out to me as a great use of a Fan Page. And I’m excited to buy the book when it comes out. Have you got thoughts to share? Does their page work for you?

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