All change, all change!
Huge news out of Facebook’s policy department last week — You no longer need a 3rd Party Application to run a promotion.
There will be some of you thinking “Huh? We used to need to do what?” Some of you jumping for joy, shouting “Finally!!” at the top of your lungs and also some who have their heads in their hands at the news that news feeds are potentially going to be clogged up with Like contest after Like contest…
So, let’s get down to the nitty gritty. What are the new rules?
First, lets clarify. You can still run a competition in an app so there is no need to delete your existing apps or throw away any plans to ever run an app promotion ever again – there are still very good reasons to run your promotion via an app.
The new rules are…
- You can now use Likes or comments as an entry mechanism and/or a voting mechanism.
- Private messages are also a valid method of entry.
- You cannot ask a Fan to Share to enter a competition
- You cannot ask Fans to tag themselves in your content as a method of entry.
The no Shares rules still stands as it would be tough to run a fair contest using this entry method since some profiles are private and you cannot track Shares accurately.
So, what are the pros and the cons to the new rules?
- Easier engagement
- More frequent promotions
- Timely and relevant content promotions – ability to capitalize on current events
- Harder to track and may be a manual process to gather the entrants
- Competition overload… Fans may reach social fatigue quicker with all the new contests in the stream
- Unable to brand promotions like you would within an app
- Rules still exist for Page promotions and you must still make those clear (manage submissions, choose winner fairly, agreement of terms, acknowledgement that Facebook in no way endorses your competition etc… More here — https://www.facebook.com/page_guidelines.php
- Cannot capture email addresses
In short, if you’re looking to run a big campaign promotion then an app might still be best, it looks credible and it allows you to be more creative with your contest. If you’re looking to do short daily giveaways then these new rules have just made that a whole lot easier.
For the words straight from Facebook’s mouth, check out their blog post — https://www.facebook.com/facebookforbusiness/news/page-promotions-terms