What You Need to Know About Facebook’s New Promotion Guidelines
This time last year, asking your Facebook fans to comment on your page for a chance to win X, Y or Z was virtually a social sin when it came to abiding by the network’s strict promotion guidelines. But just as it’s wont to do, Facebook is changing its tune.
On the heels of an announcement that the ad creation process will be simpler, Facebook updated its Pages Terms to make running promotions a lot easier, too. A lot easier. One change in particular – how fans can enter contests – is perfect for brands looking to engage with and reward their audiences in a simple, cost-effective way.
But of course, with changes, often comes confusion. To make sure you correctly understand the updates – and for a refresher on what still stands – here’s our new abbreviated study guide:
1. What a “promotion” is (HASN’T CHANGED)
According to Facebook’s downloadable Promotion Guidelines PDF, promotions typically include entry/registration, an element of chance and a giveaway or prize.
Decoded: Contests, competitions and sweepstakes are still all considered promotions, and they should comply with the official Pages Terms and Promotion Guidelines.
2. Where you can run a promotion (NEW!)
Guideline E.3 under Pages Terms states: “Promotions may be administered on Pages or within apps on Facebook.”
Decoded: They key word: “or.” You’re no longer required to run your promotion through an app. You still can, but now you can choose instead to run it right on your Timeline… finally! This leads to the next change…
3. How fans can enter (NEW!)
You can collect entries by having fans post on your Page, comment, like a post or message your Page, and you can also equate likes with votes.
Decoded: Forget the old rules. Something along the lines of “Caption this photo! The comment with the most likes by 5 p.m. will win a gift card” is now considered A-OK.
4. How fans CANNOT enter (NEW!)
“Personal Timelines must not be used to administer promotions (ex: ‘share on your Timeline to enter’ or ‘share on your friend’s Timeline to get additional entries’ is not permitted).”
And also…
“You must not inaccurately tag content or encourage users to inaccurately tag content (ex: don’t encourage people to tag themselves in photos if they aren’t in the photo),” say the Pages Terms.
Decoded: Leave your fans’ personal Timelines alone. And when it comes to photos, you can’t ask fans to tag themselves or others for the chance to win a prize. They can, however, comment on the photo.
5. What you need to acknowledge (HASN’T CHANGED)
When you administer a promo on Facebook, you must include:
- A complete release of Facebook by each entrant or participant.
- Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
Decoded: Somewhere on your Page or within your promotion, make sure it’s clear that Facebook has no connection to the promotions you run. They want out. That said, you’re responsible for your promotion’s official rules, eligibility requirements and so on. (See E.1 here.)
The bottom line
It’s easier than ever to run a promotion on Facebook, with more options and more room to get creative. That much is obvious. There are, however, a few questions to consider before you start giving away prizes left and right:
- Are there drawbacks to running promotions on your Timeline?
- Which method – Timeline or third-party contest app – is better suited for your brand, audience and goals?
- Are you doing enough to get the word out about your promotions?
Unsure of the answers? Media Logic can help your team strategize, conceptualize, write, design and execute promotions so that your objectives are met, you’re in compliance and, most importantly, your fans are left hungry for more. Call us today!
