Yesterday Facebook announced that it has removed some restrictions about how businesses can run promotions (Contests and Sweepstakes) on Facebook. Previously, the Facebook Promotion Guidelines prohibited any promotion from using any native Facebook functionality like “posting on the Brand Page wall”, “commenting on posts”, “liking posts”, etc. And they required that businesses use a third party application provider like Votigo.
With the change promotions can now be administered on Page Timelines. For example, entries may be collected by posting to a page or commenting or liking a Page post.
By making these changes Facebook is affirming what we’ve always known. Promotions are an extremely important component of marketing for businesses of all sizes. Promotions offer a business the best way to acquire and engage new and existing customers. Facebook also recognized that a lot of small brands were ignoring their earlier guidelines anyway and hosting quick and dirty promotions on their Page Timelines anyway. Instead of having all of these pages be in violation of the earlier policy, which must have created an administrative nightmare for Facebook, they’ve acquiesced. However, businesses should still be aware of legal regulations from state to state and country to country.
We believe Facebook’s change to their policy will be good for those previously violating the Facebook Promotion Guidelines. They can sleep better at night, but the change will not replace promotion applications and the benefits they deliver.
What a Facebook Promotion Application can provide that running a promotion on your Page Timeline can’t:
– Like-gate (users must Like your page before they can enter)
– Branded solution
– Collection of custom user data and email address
– Easier to select and contact winners
– Email newsletter opt-in
– Multiple contest and sweepstakes formats: Photo contests, Video contests, Referral / Viral sweepstakes, Trivia sweepstakes and more.
– Exportable user data and voter reports
– Moderation and pre-screening entries
– Campaign Analytics
Let us know what you think about the new policy and/or if you have any questions about it.
We’re here to help!
– Team Votigo