On Wednesday 28th August Facebook announced some changes that had fan page owners and managers in a tail spin. Until now a fan page has required a 3rd party app in order to run a promotion within the Facebook guidelines.
There were still so many people who ran like and share giveaways from their page and ignored the 3rd party requirement but for those of us who did use one this is big news. It means you can set up a giveaway in minutes and generate a lot of engagement on your page.
This is what a Facebook spokesperson had to say via allfacebook.com
“This capability makes it even easier for smaller businesses to help build awareness for a new product, promote the opening of a new location, sell inventory, or advance other business objectives. Say, for instance, a local pizza parlor wants to give away free pizza for a month to the 100th person to like its post. Now the business can do this right on its page (and increase awareness of the post via promoted posts) without needing to work with a third-party to build an app.”
What do I think about the changes? I think the more savvy marketers out there will still use an app as it gives the ability to get more information like email addresses and phone numbers. Email is still the number one way to build any business. It looks a lot more professional and all the terms and conditions of your giveaway are easy to spell out.
What I don’t like about like and comment competitions is how do they possibly choose a legitimate winner at random? If they get 100’s or 1000’s of likes, how are they going to pick a random number and easily work it out? You also miss the opportunity of people liking your page and becoming part of your community which is what Facebook for business is all about.
If someone is giving away an iPad or holiday by simply liking a post then of course you will receive a lot of likes but are they genuine? Will they ever return to your page?
With an app I get a spreadsheet that can be uploaded to my mailing list (as long as I have told them that will happen) and I can get the app to select a random winner. It is all above board and transparent and I like that. I can also fan gate the giveaway so someone must like my page in order to enter.
The app I have used in the past is easy promos, it is free for the first one and the $15 for each additional which is a small price to pay for what it gives you.
Another one of my favourite apps Shortstack has been super quick with these changes and on their paid program they can track and import your likes and/or comments and then you can ask it to select a random winner.
So to be clear on what you can and can’t do.
You CAN run a competition where people can like or comment on your page. They can also enter by messaging you on Facebook.
You CANNOT ask them to like your page and you CANNOt ask them to share your page. You also CANNOT ask them to tag themselves in to your page.
You MUST offer terms and eligibility requirements and acknowledge that FB has nothing to do with your promotion and have a complete release of Facebook from each entrant.
I love an infographic and this one from Antavo is brilliant.
I would love to hear your thoughts. I will most likely do a combination of both depending on what the purpose of my giveaway is. If you are in for the long haul and want to be able to communicate with your fans through email then an app is the way to go