New Facebook Rules Change the Face of Promotions
If you haven’t yet heard about the new Facebook rules for running promotions, here’s the scoop…
On August 27, 2013, Facebook once again changed their rules regarding running promotions on one’s timeline. However, this time Facebook actually removed many of the restrictions that they originally placed on promotions, much to the surprise and delight of marketers everywhere. The following is a quote from Facebook outlining the new rules.
We’ve removed the requirement that promotions on Facebook only be administered through apps
Now, promotions may be administered on Page Timelines and in apps on Facebook. For example, businesses can now:
- Collect entries by having users post on the Page or comment/like a Page post
- Collect entries by having users message the Page
- Utilize likes as a voting mechanism
As before, however, businesses cannot administer promotions on personal Timelines.
Now businesses will not be at risk of having their Page shut down if they run a giveaway by requesting likes or comments. This is great news for those who rely on Facebook to market their business. Not only are contests a fun way to encourage engagement, but are usually a great way to boost the number of fans on the Page.
In the past, the only legal way to create a contest on Facebook was to utilize a third-party app. The downsides of using a third-party app included users being distrustful of apps or fans refusing to provide the information necessary to enter. Not to mention that quality apps usually entail a fee to be used successfully.
Some speculate that one of the reasons behind the new Facebook rule is that many Pages were not following the rules, yet due to the vast number of active Facebook Pages, they weren’t getting caught. It gave an unfair advantage to those who didn’t follow the rules; to those willing to risk having their page shut down. The new Facebook rules level the playing field. Now anyone can render an abundance of comments or likes on a post with the promise of a prize.
There are still some advantages of continuing to employ a thirty-party app, however. One of the best things about using an app is that the Page owner can collect contact information from those who enter— which is especially helpful for those utilizing Facebook and email marketing simultaneously. One can also require fans to take certain actions—such as liking the Page—before giving them the opportunity to win. Notifying the winner is also easier with a third-party app, since the entrants can privately provide their contact information. Facebook Pages cannot send private messages to other Facebook users, making it a challenge to contact the winner.
Perhaps the best answer to the new Facebook rules is not to ditch the third-party app altogether, but use both methods congruently, garnering benefits from both. It will be interesting to see how this will change the means of interacting with everyone’s favorite brands.
If you would like to learn more about how your business can benefit from marketing through Facebook or other social media networks, please contact the internet marketing gurus at Vision Advertising. We’d be happy to help you find the best way to market your unique business.
Will you change the way that you go about running promotions now that there are new Facebook rules?