In a landmark change on policy, Facebook has now made is easier for businesses to hold contests and promotions on their business page. Until now, collecting entries to a competition via the social network was against its T&C’s.
However, by removing the requirement that all promotions be administered through third party apps, businesses can now legally run promotions via their page timelines and in apps on Facebook. This provides business users with a huge opportunity for increasing their page following with incentives such as giveaways.
The new legislation means that businesses can now
- Collect entries by having users post on the page or commenting on a post
- Collecting entries by having followers message the page
- Use the ‘Like’ button as a voting mechanism on page posts
Just be warned, this activity is still against the rules if carried out on personal timelines so make sure your business page is correctly set up and integrated into your social media marketing strategy.
So what does this change mean exactly?
It means little for large companies who have the budget to pay third party apps for collecting competition entry data. This data comes back analysed and formatted so saves time for businesses with an extremely large following and also allows the promotion to be more in line with branding strategies whilst providing a better user experience.
However, for SMEs, the changes mean that they can get involved and legitimately reward their followers for interacting with their social media updates.
A Facebook promotion is considered to typically include
- Element of chance
- Giveaway or prize
To run your own Facebook competition or vote, here are a few key tips to adhere to
- Don’t forget to include terms and eligibility requirements in your competition post
- Comply with all applicable rules and regulations that govern the promotion (e.g. don’t give alcohol away as a prize to anyone under 18.)
- Acknowledge in the post that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
- Asking followers to share your promotion on their personal timeline is not permitted
- Businesses cannot tag users in a photo, or encourage them to tag themselves unless they actually appear in it
For the full rules on Facebook, contests read their guidelines page thoroughly.