What if your Facebook brand page was suddenly removed by Facebook? Vanished. Gone. That’s a very real possibility if your brand is running a promotion that does not comply with Facebook’s strict promotion policy. To mitigate the risk of having your brand page removed, take a look at this quick guide on how to run a Facebook compliant promotion.
Run your promotion on a dedicated tab page
Building your own promotion application helps you reduce any risks of abusing native Facebook functionality.
Don’t use Facebook functionality as the contest entry mechanism
As per Facebook policy, brand-hosted competitions may not use standard Facebook mechanics at all. You cannot ask a fan to enter your contest by liking, commenting, sharing a wall post/photo, uploading a photo to the Facebook brand page, or tagging themselves, etc. Here are a few examples of common mistakes to avoid:
- “Comment on this wall post and you may get a prize.”
- “Share this and we may pick you to win.”
- “Like this photo to get a freebie.”
Many brands fall into this trap because they are simply unaware of Facebook policy. As per marketer Susan Getwood “bottom line, Facebook doesn’t want any explicit involvement in ANY of your contests. It’s all about liability, and the Facebook promo guidelines are designed to distance the social network from whatever companies do with their contests.”
A better approach is to build a specific promotion that allows you to control the entire user experience with custom functionality, for example a custom “vote” button.
Do not notify winners directly through Facebook
You cannot contact a Facebook user directly via any of the Facebook channels – private messages, wall posts, or Facebook messaging. If you want to notify a user that they have won your contest or promotion, you’ll need to ask for their email address or phone number during the registration process. You can acquire their Facebook information, including contact information, via the app itself as long as you ask permission via the authorization dialog, or you can have the user enter their email in a text field.
Provide clear terms and conditions
Carefully write your promotion’s terms & conditions. Most likely you and your users will be referring to every detail once you go through the prize redemption process.
In addition, the terms and conditions help to specific exactly how the promotion works, ie how users can enter, how winners are determined, how winners are contacted, and how winners can redeem their prizes. Obviously, fans can get really upset if they feel that the competition has been handled unfairly. Well written, clear, detailed T&Cs protect you as a brand as well as clarify exactly how the promotion’s mechanics work.
Refer to this Facebook Pages guide for specific information.