his week, Facebook made changes to guidelines regarding promotions made on their social network. Social media enthusiasts, public relations firms, media managers and bloggers alike have been poring over the new guidelines, the most notable of which involves Facebook’s lifting of the requirement that promotions can only be administered via third-party applications.
Removing this requirement changes the game for businesses on Facebook. Previously, if a Facebook Page wanted to run a contest or giveaway, they had to do so with a third-party app (such as Rafflecopter or ShortStack). These apps, which are embedded as a tab on the Facebook page, when clicked would take potential entrants to a separate page involving the promotion. Pages now have the ability to run contests and giveaways on their own timelines, including:
Having entrants like the page or comment on a page post as an entry.
Using likes as a means of voting
This opens new doors to engaging with existing fans and reaching new ones. Promotions will become more interactive and relational, giving businesses new ways to connect with their audiences. Another benefit: businesses will have a far easier time administering giveaways and promotions on their pages.
While Facebook’s new guidelines have opened new opportunities, third-party apps are still available for use and page managers need to weigh the pros and cons of administering each. Depending on the nature and goals of a promotion, third-party apps may be more appropriate, whereas timeline contests may be better for another.
Element Associates is available to walk clients through the discerning the best way to administer a business’s promotion as well as recommend strategies for maximizing existing fan engagement and new fan acquisition.