Facebook updates are frequent, and page admins need to keep a tab on the changing guidelines. One such update in August 2013 made it possible for business page admins to host contests and promotions directly on their Timeline, without having to use an application. Pay attention to a few rules which will ensure that your promotions are in accordance with the Facebook Guidelines
1. Personal Timelines cannot be used to administer promotions –
Facebook allows users to submit their entries for a promotion by just Liking or Commenting on the post. You can ask your users to share the promotional post, but not make it mandatory for them to share on their Timelines, in order to enter a contest. Avoid ideas like, “share on your Timeline to enter,” or “share on your friend’s timeline to get additional entries.”
2. No Tagging in exchange for a prize –
Inappropriately tagging content or asking followers to tag content is not allowed. You cannot ask people to tag a picture in which they aren’t there. Don’t ask people to tag themselves to win a prize. Tags cannot be exchanged for prizes.
3. The 20% Rule –
As the update allows business to post promotions on their Timeline, many brands would be promoting their offers. Inclusion of a photo makes the promotion more attractive. The 20% rule says if a promotion has an image, it cannot comprise of more than 20% text. This rule isn’t applicable for cover photos. If you fail to follow the rule, the ad wouldn’t be accepted by Facebook.
4. Specify the terms and eligibility requirements –
When you decide to promote an offer, keep in mind that you need to provide a copy of your promotion, acknowledging that Facebook neither associates, endorses, administers nor sponsors your offer. You must also give the promotion’s official rules, with the terms and eligibility requirements. Including this in the Timeline promotional post can make it lengthy and viewers may not read it. However, you can counter this by using a third party application to host official contest rules and Facebook disclaimer.
You can also create an app with the contest rules and link it to your post. Your post can read, “Comment on the post to win $99. Click on the link to know more about the contest rules” – (link to the app).
5. Follow State and International regulations governing the promotions and prizes –
Abide by the rules and regulations set by the country, state or the city to which you belong. The local rules on promotions and prizes override the rules of Facebook.
6. No Page likes to enter a promotion –
You cannot ask the users to like your page in order to enter a contest. Liking your page cannot be the only way to participate in the contest. This will allow brands to differentiate between users who have liked the page for the contest and those who would ‘like’ to follow.
7. No Private Message –
Users cannot submit their entries through a Facebook post or private message. They can submit only by liking or commenting on the post.
8. Fan-gated App
Use a fan-gated app to get new page likes through a Facebook Promotion. This will let them enter the contest through page likes.