Running competitions on Facebook without the use of a prescribed tab used to be illegal. Breaking the rules could have resulted in your page being banned from Facebook or other serious implications. But now, this regulation has fallen away, which opens up a world of opportunity for companies and brands to market themselves with the use of this mechanism. Cue mass jubilation from multiple page owners!
Freebies and the opportunity to win are easy attractions and they offer an almost effortless opening to drive engagement and brand awareness.
What Does This Mean For Page Owners?
Page owners now have so much more freedom at their disposal to do the following:
- Get users to enter competitions by posting on their page
- Use likes, comments and messages as a mechanism for entering competitions
- Increase the reach of their page through the above
You cannot, however, get users to tag themselves in posts or photos where said user is not present.
There are many advantages to this turn of events, specifically that it will be more cost effective and quick to set up a promotion or competition and it can only extend the reach or your promotion and your page. The way your newsfeed works now is that it displays your most popular content at the top. If you gain numerous comments and likes on your promotion, you'll be guaranteed that it will be the first thing people see when they open their newsfeed.
Facebook tabs were also never very user friendly for mobile users, which excluded them from competitions and giveaways. This new move now offers additional exposure from your mobile phone users who are growing in numbers by the day.
There Are Still Rules To Abide By
Our very own social guru, Ben Ustick, finds huge favor in this new marketing avenue, saying that it offers awesome potential, but finds that many companies and page operators are unaware that there are still rules to follow. For example, these rules are directly related to any promotions run via Facebook:
Should you use Facebook to host a promotion of competition, you are responsible for all lawful communication thereto, including:
- Official rules of the competition must be clearly stated
- Eligibility requirements and any restrictions, such as age or area code must also be clear
- The manner in which users must comply with competition requirements must be defined and any regulatory approvals must be obtained
- Facebook must be released from any connection to the competition via any participant
- It must state clearly that Facebook is in no way connected to the promotion or competition, whether it is by sponsorship, endorsement or administration
- Competitions and promotions must be managed within the company page or via an app
- Sharing on timelines or other people's timelines may not be a mechanism for entry or to gain additional entries
- Facebook will not assist with any administration and using Facebook to run any promotions or competitions is done at the page owner's risk
A Few Tips To Get You Going
While it's quite certain that everyone wants to go forth and create a competition on Facebook, there are a few things you should bear in mind in order to get the most value out of your campaign.
- Remember Edgerank and how comments and shares hold the most weight in terms of value? It's a good idea to make a comment a pre-requisite for a person's entry
- Ben thinks your most valuable inclusion will be to get users to comment on why they love the page, or what it is they respect about the brand in order to get an entry. Not only does this build interest, but it also creates a positive frame of reference for your brand
Now you are properly armed to go forth and create competitions! Let us know how it goes...