Tuesday, August 27, 2013

Social Media Reminders: Rules and Advice for Running Facebook Promotions

Facebook promotions
One of the most common goals of social media managers these days is to increase the number of Likes on their Facebook page. And with Facebook fans being 39% more likely to purchase a product/service than non-fans, who can blame them? Not to mention each one these Likes represents someone who is 36% more likely to recommend your product/service than some random Joe from the street, too. 

While there are plenty of different ways to earn Likes, one of the fastest and most effective is by running your own contest/promotion. Not only is a contest a great way to attract new fans, but it’s also a great way to reengage existing ones. I mean, who doesn’t like winning some awesome free stuff? However, before you can start giving anything away, it’s crucial to make sure that your contest follows Facebook’s strict Page Guidelines. That is, of course, unless you enjoy having your page terminated…
To help make your promotion as effective (and legal) as possible, we’ve broken down Facebook’s rules for promotions, as well as providing you with a few tips to increase your success.

What does Facebook define a promotion as?

According to Facebook, a promotion is “any contest, competition, sweepstakes, or other similar offering.” Plain and simple, if you’re giving something away and choosing a winner, it’s a promotion.

If I can’t run a promotion through my page, where can I run it?

The first rule about promotions from Facebook’s Page Guidelines tells us that all promotions must be run using the Apps on Facebook.com, either on a Canvas Page or a Page App. Though you can still advertise the promotion on your wall, participants’ votes, entries, and registrations can’t be collected using any of Facebook’s page features (i.e. checking in, commenting, liking, sharing, etc.).

I have to create an app? How the #*@% do I do that?!

To get started on creating your own app, grab your web programmer (or anyone else familiar with HTML, Javascript, and CSS) and head on over to the App Dashboard (see below). There, click on the “+ Create New App” button, and follow the setup wizard as it helps guide you through the process.
rules for promotions
On the other hand, for those of you who are a little (/a lot) less tech savvy, try using a 3rd party application. While there are a plenty of different 3rd party apps to choose from, all with varying prices and levels of customization, one FREE tool that is relatively easy to use is the WooBox Static HTML iFrame app. Simply click “Install Page Tab” and follow the guide to get started!
Facebook social media marketing

How do I get them to like my page through an app?

The easiest way to get people to legally Like your page before entering a contest is to use a fan-gate. A fan-gate is an initial image/message that requires contestants to Like your page before they can access an entry form. Although this is a fast and guaranteed way to generate Likes with your contest, these fans aren’t nearly as loyal as the ones who Liked your page without being prompted. When the contest is done, make sure you nurture these new relationships to increase their brand loyalty.

What about the fine print?

When creating a promotion, there are 3 important things you must always include:
  1. A complete release of Facebook by each entrant
  2. Acknowledgement that the promotion is in now way sponsored, endorsed or administered by, or associated with Facebook
  3. Disclosure that the participant is providing information to you, your business, and not to Facebook.

How do you notify the winners?

Once again, Facebook is simple and straightforward here: you can’t contact the winner through Facebook. That means no messages, chats, or posts to their page/profile. Instead, remember to make sure you get their relevant contact information using the contest’s app.

How do you nurture the new fans after the contest?

Once contestants have Liked your page, they’ll be prompted to fill out any necessary entry/contact info. Here, take their email address and add it to your email-marketing list. Now you’ll be able to send them any brand updates, promotional content, and/or any other nurturing materials.
Despite having to jump through several hoops, Facebook promotions are a great way to promote your brand and increase engagement on your page. Next time you’re thinking about running a contest, make sure you follow the rules above, and your Likes will be growing in no time. 

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