If you haven’t already heard, Facebook changed its promotion terms on Monday. The change means companies can run promotions and competitions on their timelines, with entrance to the promotion being accepted via comments, liking the post or private messaging, without having to create an app.
This will make running competitions for your current fan base really easy, and will help your Facebook Edgerank score. It is not all bells and whistles though. The new regulations mean you cannot enter a promotion by tagging or sharing a page. Now you may be wondering who would benefit from running competitions that are only relevant to your current fan base. Well companies with a large, but relatively unengaged Facebook audience will be able to use the new terms to promote competitions to engage their current fans. They will just not be able to spread their reach to friends of fans as you cannot ask them to enter by sharing or inviting people to a page.
So what can’t these new Facebook promotions do? There are no marketing and data opt-ins. As a brand you cannot gather the entrant’s email, phone number or any other tailored information that you would otherwise want or need when running a competition.
So if you are a CRM or Database Manager there would be no real benefit to you in running the new type of Facebook promotion. One of the key stand out features of BornTalented is the analytical piece behind the data. Having access to detailed reports ranging from unique visitors through to total number of newsletter opt-ins would not be possible in this new era of promotions.
You will also have to tread carefully around the Facebook contest rules and regulations. As the competition creator, your brand will be responsible for all compliance, rules and eligibility requirements. The promotion must still include a complete release of Facebook by each entrant, and there must be acknowledgment that the promotion is not endorsed by Facebook. Try finding somewhere to fit all that information on a wall post?!
What happens next? Well if a brand wants to engage their audience and give fans the chance to win, they could get them to like a post through the new Facebook promotion, and gather entrants details through an app. You can get the benefit of EdgeRank improvements and viral and marketing capabilities of fans sharing a promotion.
BornTalented will continue to create short URLs that can be posted to your Facebook wall, containing a link to the promotion app. This means fans will see the details of the promotions app whenever you care to share it, and when they enter, you will gain all the information that makes using BornTalented’s promo app so great!
One final point to remember, is that these new terms are really for the most simplistic Facebook promotions. If you are asking fans to do more than just answer a question, such as send in photo or video content an app will still be needed for these more advanced promotions.
We’d love to chat with you about these changes and how BornTalented can help enhance your social campaigns, so why not drop us a note at email@example.com