Facebook Promotions Can Now Run On Your Page Timeline

Promotions get a welcome boost with Facebook’s newest update

A significant announcement made last night – indicating that Facebook no longer stipulate the use of third-party apps in order to run promotions – is a long-awaited game changer for marketers and brands!

Although this FB rollout could potentially affect various third-party services, it does not preclude them by any means. In reality this revision provides a new, very basic, voting mechanism. Votes can now be processed manually (which unfortunately leaves room for error) but does open the door for small business to start running more promotions on a tighter budget.

For complex promotions or list building purposes, apps are sure to remain a key ingredient with marketers, especially where sharing personal details such as contact information is required to enter. Or at least, this should be the scenario for the moment. However, with this fresh opportunity, it’s only a matter of time before developers come up with clever new ways to administer opt-in style contests directly on your Page timeline.

So what exactly can be done according to the New Page Guidelines?

Business can now:

– Collect entries by having users post on the Page or comment/like a Page post

– Collect entries by having users message the Page

– Use Likes as a voting mechanism

IMPORTANT – Personal Timelines are still prohibited from direct promo placement.
Translation – you cannot ask users to share a piece of content on their timeline as an entry stipulation.

Furthermore, the amended Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in.

For example:

– It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize

– It’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize

There is sure to be much talk around this rollout, where creative ideas from pioneering brands will be closely watched over the next few weeks.

Once observers realize the benefits that can be gained through direct visitor engagement (as opposed to previous, mandatory tab deployment), and the ability to now use Facebook’s Ad platform (enhancing promo’s to reach a much larger audience & increasing the possibility of success), the future of Facebook marketing will have morphed into an exciting, new creature altogether!

Find the complete Facebook Page Terms here.

~ What do you think about the rule change? Exciting? Scary? ‘What-took-them-so-long?’
How do you see page ROI being affected by this new rollout? ~

 

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