Yesterday afternoon, Facebook changed its terms of service for Pages. As digital marketers, here is what we need to know:
- Facebook removed the requirement that promotions on Facebook can only be administered through third-party apps.
- Promotions can now be administered on Page Timelines and still within third-party apps on Facebook. Pages can:
- Collect entries by having users post on the Page or comment/like a Page post
- Collect entries by having users message the Page
- Utilize likes as a voting mechanism
- Pages cannot administer promotions on personal Timelines. So asking fans to “share” content to win is not allowed.
- If a page wants to run a promotion and use the tagging feature, it must abide by the following:
- Pages may ask people to submit names of a new product in exchange for a chance to win a prize
- Pages may not ask people tag themselves in pictures of a new product in exchange for a chance to win a prize
This is exciting for companies and brands, since they can now hold quick and easy contests on Facebook by simply asking for “likes” and “comments”. Don’t forget that if you’re giving away prizes costing more than $600 USD, the recipient must claim their prize on their taxes so they’ll need a 1099. Also, promotions and contests can be fun ways to generate more engagement and gain fans, but if you host a lot of them the fulfillment can become time consuming, so be sure to factor in the extra work.
Do you still need an example of how a page can utilize this change? Our WPP sister agency, Blue State Digital, is running a promotion to celebrate. Just like their post to win.
If you need help planning a promotion or contest for your page, reach out to us at Social@Ogilvy and we can help.