New Facebook promotion guidelines

Recently Facebook changed their attitude for promotions and contests organized on business pages. They removed the requirement that promotions on Facebook could only be administered through apps. It means that all those quick and simple contests on Page Timeline now are legal and consistent with Facebook terms.

As a business administrator now you can:

  • collect entries by having users post on your Page or comment or like your Page post
  • collect entries by having users message your Page
  • utilize likes as a voting mechanism.

Some actions are not allowed:

  • ask people to take part in a promotion by liking, sharing, or posting something on their personal Timeline or their friends Timeline
  • ask people tag themselves in pictures it they are not actually depicted.

If you want to run a legal contest on Facebook remember about

  • creating and publishing the official rules stating who can enter and how.
  • Facebook also wants you to include acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook and a complete release of Facebook by each entrant or participant.
  • Also make sure that your action complies with the law in your country or state concerning lotteries, contests and promotions.

Facebook marketing tips

Start a contest or giveaway and build awareness for a new product or sell them, promote the opening of a new location, promote your mission, raise the need of your products or services.

Dress up your posts with compelling text and images consistent with your brand to get better response and engagement rates.

Advertise your promotions to o broaden the reach.

Provide very easy rules and make sure you can handle all entries as  the whole campaign would be delivered only through posts on your page timeline.  Short term actions would work best.

Contests and giveaways on timeline or via app?

There were plenty of contests on pages timeline before the changes in Facebook policy and I’m sure you will find great contest ideas to launch your promotions.
But there are some drawbacks of  this simple solution:

  • users can’t give you any explicit permission, for example they will not have a chance to subscribe to your newsletter
  • it would be hard to fit all the rules and legal acknowledges in one compelling post, make the whole contest from opening to winners announcement clearly and easy to find on timeline
  • moderation and choosing the winner could be tricky if there would be more then few entrants/entries
  • posts with calls for comments and likes stand rather low in Edge Rank, which means that they would reach smaller audience and their promotion would be more expensive.

If any of issues above worries you don’t panic: contests and giveaways still could be managed through apps.

Use dedicated contest app:

  • if you want to build users base with legal consent
  • to collect structured entries
  • to make User Generated Content contest work for your SEO
  • to monetize your audience with advertising or sponsors
  • for more custom branding
  • for contests with advanced rules
  • for bigger and longer campaign
  • for easier moderation of entries or entrants
  • for easier administration of entries, choosing winners
  • if you want to gain fans by implementing “fan gate”
  • to have much more space to present prizes, rules, judges, sponsors and all required legal notices and any other stuff
  • to enable participants to promote your contest by sharing their entries though other social media, email or instant messaging
  • to enable participants to invite up to 50 of their friends on Facebook at once  to the app
  • to combine the contest with main website or offer
  • if you are going to promote the contest outside the Facebook
  • if you care about prestige of your contest
  • if you care about image of your company.

To make use of all those features use Facebook contest application on Competizer platform.

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