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Facebook promotions – New Rules. 10 tips_September 2013
 

Facebook promotions – New Rules. 10 tips_September 2013

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Up until 26 August Facebook rules said promotions had to be run in an App. However as of 27 August 2013, promotions can now be run on any business/brand Pages (as well as Apps).

Up until 26 August Facebook rules said promotions had to be run in an App. However as of 27 August 2013, promotions can now be run on any business/brand Pages (as well as Apps).

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    Facebook promotions – New Rules. 10 tips_September 2013 Facebook promotions – New Rules. 10 tips_September 2013 Document Transcript

    • +61 3 9696 7473 www.theonlinecircle.com Facebook promotions – New Rules. 10 tips 1. Up until 26 August Facebook rules said promotions had to be run in an App. However as of 27 August 2013, promotions can now be run on any business/brand Pages (as well as Apps). That means you can get people to enter a promotion by posting, commenting or liking a post on a brand page wall. 2. If a brand runs a promotion they can now use the ‘Like’, ‘Post’ or ‘Comment’ functions to enter a promotion. 3. You are not allowed to ask fans to utilise their personal timeline as a mechanism to enter a promotion. 4. In the spirit of good practice and governance you still need to provide T&C’s (Risk planning and contingence). 5. If you previously needed legal permits and licences you will still need them. 6. Tracking entries: Promoters will need to be certain they can gather analytics that allow them to track entries – that means tracking every comment, post, like etc. that becomes part of the entry procedure. It’s not clear how brands will be able to deal with high traffic for really popular promotions. At Online Circle Digital we are developing this feature within SocialPulse publishing. 7. Moderation: For ‘comment/post to enter’ promotions, moderation of comments will need to be ramped up including nights and weekends. 8. Following through: People who go live with promotions without thinking through the practical issues of a promotion will be taking a big risk. A half-baked promotion might be shut down or face challenges for a range of reasons – if FB finds that the T&Cs don’t contain mandatory wording, if winners can’t be contacted, if entries can’t be tracked or get lost, or if the promotion has to be pulled to prevent brand damage for any other reason. 9. Quality content is still of utmost importance. In the early stages of this new feature, some brands may over-saturate their fans with simple and repetitive promotions. There needs to be a balance or combination with truly engaging content. 10. Just because you can, doesn’t mean you should – a badly run promotion can do more harm than good. Cheaper to plan than to fix. Any tips for Facebook promotions? If you are going to run a promotion outside of an app, answer the following questions: a) How will it be run and won? b) How will entry info be collected, stored and used? In doubt – ask. Ask Legal, ask Corporate Affairs ask the Lead Strategist, ask a senior community manager. Written by: Lucio Ribeiro