You’ve probably seen the use of competitions on Facebook, but few people realise there are restriction on what you can and cannot do. Many businesses are using Facebook competitions to get noticed and get more likes on their page, a good example recently was KitKat.
“in combination with the advertising campaign around the brands 75th birthday has led to fans flocking to the brands’ Facebook page. 20,000 new users ‘liked’ the brand on December 15, as of 12:00 GMT on December 16 Kit Kat has attracted nearly a further 2,000 unique likes and jumped straight to number 8 in the daily fan charts.”
Before you jump into a competition idea, here are a few things to consider:
1. Check out the Facebook Gudelines
“In addition to our other remedies, we may remove any materials relating to the promotion or disable your Page, application or account if we determine in our sole discretion that you violate any of our policies.” – Facebook Promotions Guideline
2. Competition application – You are required to use a competition application must not run a competition directly on your Wall.
3. Like my page – You can have users first liking your page, but this must lead to a properly set up competition, you can’t just trick them into liking you.
4. Post a photo – Any interaction a user takes to enter must be done via the competition application and not directly onto the wall.
5. You’ve won – Once a winner has been selected, you must notify the winner by email, phone or any other means other than Facebook.
Think you can risk it? Facebook are clamping down on this stuff. When SAS wanted to advertise their 1 millionth holiday special, they used Facebook to do so and asked their agency to develop a competition mechanic that would get them noticed. It achieved that but also got removed. Check out the video here (YouTube link)
Have you had any good or bad experiences with Facebook competitions?