Facebook recently updated their Page Terms, and there are some game-changing revisions that will be of particular interest to you if you’ve ever run, or plan to run, a promotion on the world’s largest social media network.
You can now administer a promotion on your business or brand’s Timeline.
Historically, Facebook has required that promotions be administered via apps, which for most businesses and brands has meant one of three things; you paid big dollars for the development of a custom contesting Facebook app, you used a white label app provider such as WildFire or OfferPop, or you pleaded ignorance to Facebook’s Page Terms and ran contests on your Timeline anyway.
Now that you have this flexibility – without breaking Facebook’s Page Terms – how can you take advantage of it?
Following are four ideas for how to run promotions on your business or brand Facebook Timeline:
Traditional Photo and Video Contests
All of your favourite contest mechanics will work very well – with a little rejigging – on your business’ Facebook Timeline. Collect entries for photo or video contests by having your audience post on, or message your Page. Award a random winner, choose a favourite, or use ‘likes’ freely as your voting mechanic.
Traditional Comment, Caption or Quiz Contests
If the idea of a comment, caption or quiz contest is your flavour, and works well with your target audience, you’re in luck. These types of promotions are easily executed directly on your brand’s Facebook Timeline. Simply post an update that outlines the type of response you’re looking for, and let your audience enter by leaving a comment directly on that post. To remove subjectivity from choosing a winner for comment or caption contests, maybe award your prize to the comment with the most ‘likes’.
Photo Comment Contests
As you know, Facebook recently introduced photo commenting as a feature on Pages. This, in conjunction with their new promotional guidelines will open up new possibilities to run photo challenge contests right on your Timeline. Pose a challenge to your audience in your update, and request photo evidence be left via a photo comment for a chance to win. Again, consider allowing your community to get involved more passively by using ‘likes’ to determine a winner as not everyone is equally as likely to create original content.
Community Participation/Milestone Contests
Something that has never been possible before is the idea of creating contests that require participation of your entire Facebook community to hit certain social milestones. You could, for instance, reward every participant in a challenge to hit a certain number of comments, photo comments, or ‘likes’ on a given post. Just remember that you’ll need to have a solid plan in place to collect participants’ information after, and of course distribute prizing to everyone who satisfies the terms of your contest.
These are just a few ideas for promotions that you can now run on your business or brand Page Timeline.
One key thing to remember, however, is that just because you can do something, doesn’t necessarily mean that you should. Promotions can be a great way to grow your brand, reward your social media community, and drive short-term engagement with your audience. However, to achieve any lasting benefit be sure that your activity is directly connected to your brand and that you are working toward achieving meaningful objectives.
Also, ensure that before you rush off to start your Facebook Timeline contest that you have all of your ducks in a row. For instance, you’ll need to ensure that your promotion in run in accordance to your local gaming and contesting guidelines, have full rules and regulations drafted and visible for participants to view, and ensure that you are properly set up to handle the fulfillment of prizing.
What do you think about Facebook’s newly updated Page Terms?
Now that you can, are you going to run promotions on your Page’s Timeline?
Do you have any interesting ideas for how you can capitalize on this new opportunity?
Let me know what you think in the comments, or on Twitter @RGBSocial. It would be great to chat with you more about this.
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