Everything You Need to Know about Facebook’s New Promotion Policy (Aug 2013 Update)

Posted on November 13, 2013 
Filed Under Brand Building, Content Marketing Strategy, Facebook, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networking, Social Networks, Traffic Building

As of August 27 2013, Facebook has new terms applying to all Pages making it easier for businesses of all sizes to create and run promotions on the social site. Here is what you basically need to know:

facebook-promotion-guidelines

– Promotions on Facebook can now be administered on Page Timelines. Previously, this was only possible through apps. This means that businesses can now:

  • Collect entries by having fans and followers post on a Page or comment on a Page post
  • Collect entries by having fans and followers message a Page
  • Use Likes as a voting system

What remains unchanged is that like before, businesses cannot run promotions on personal Timelines.

– Accurate tagging is now a requirement in promotions. This maintains accuracy of Page content and prohibits Pages from encouraging Facebook users to tag themselves in content they are not actually depicted in.

For instance, if you own a bar and you have a new drink, it’s OK to ask people to submit names for your new product in exchange for a chance to win a prize but you cannot ask people to tag themselves in pictures of your new drink in exchange for a chance to win a prize.

More about Facebook’s Promotion Guidelines

Before we get into what’s changing and the best practices for businesses to create and administer promotions on Facebook, let’s think about what is considered a promotion on Facebook.

On Facebook, a promotion typically includes 3 components:

  • Registration
  • Element of chance
  • A giveaway

Facebook has now removed the requirement that promotions on the social site may only be administered within apps. Promotions are now also allowed on Page Timelines but not on personal Timelines. These new promotion guidelines make it easier for businesses of all sizes to create and run promotions on Facebook.

To make the most of these new Page terms, here are a few things to consider:

Every business is unique. As a business owner, you need to experiment with different promotions to narrow down on what works best for you.  But basically,

– Post promotions that agree with your business objectives. At the end of the day, businesses use promotions to build awareness, either for the business itself or for a new product, to promote the opening of a new location or to advance certain business objectives.

– Make your promotions compelling. If you are administering a promotion, make sure that it has the ingredients to encourage engagement and create enough buzz. Promotions offering significant giveaways and prizes are always more successful.

– Be creative. Compelling text and professional images in promotions tend to get better response and engagement.

– Amplify your promotions by creating Promoted Posts and ads to increase the reach and impact of your promotion.

A Quick Q&A

1. Can Businesses Still use Page Tabs and Apps to run Promotions?

As long as you do it in accordance with Facebook’s promotion guidelines, Pages can still run promotions via Page tabs and apps.

2. Why can’t Businesses ask Facebook Users to take part in a Promotion by Sharing or Posting something on their own personal Timeline?

This is a way to maintain accuracy of Page content on Facebook. At the end of the day, Facebook wants users to post and share high quality content on their Timelines as a way to stay connected to people they care about.

There are also technical reasons for confining promotions to either a Page or in an app. Because people can restrict the visibility of any content they share on Facebook, Pages don’t have access to entries that people make on their own Timelines unless these are public. This ensures a good user experience.

3. How to Decide Whether to run a Promotion via an App or Directly on a Page?

While it is now possible to administer promotions on Page Timelines, it remains true that creating and running a promotion with an app allows for a more personalized experience. Apps allow for more space and flexibility for content. Promotions administered through apps can collect data in a secure and more structured way, a factor that may be appealing to, for example, larger brands. On the other hand, creating a promotion is easier and faster on a Page Timeline. Page posts are also eligible to be displayed in News Feed. Of course, businesses can choose to use both an app and their Page to run a promotion.


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