Facebook competitions: the dos and don’ts

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  • October 10, 2014
The dos & don'ts ofFacebookPromotions

We all know that Facebook is a fantastic platform on which to build brand awareness and effectively engage with your customers. However, have you ever considered using Facebook to run promotions or competitions?


If your answer was no then why not? After all, Facebook competitions are a brilliant way to reach out to your existing followers and also attract some new ones.


It used to be the case that competitions and promotions on Facebook could only be administered through apps – a rule that made them difficult for small businesses to take advantage of. However, Facebook changed their guidelines in August last year and now promotions can be administered directly on Page Timelines (not personal ones).


First and foremost, you need to check that what you’re proposing doesn’t break Facebook’s promotion guidelines, which can be found here. Then it’s simply a case of defining how your competition is going to work.




You can collect entries either by having people post on your page or like/comment on a page post; by sending a message to your page; or by utilising likes as a voting mechanism. What you cannot do, however, is ask users to share a post on their own timelines or the timelines of their friends or tag themselves in a picture they are not depicted in.


The Facebook Pages Terms also contain specific rules for promotions. Mainly that you run the competition lawfully, create some official rules and highlight that the promotion is in no way endorsed, associated or sponsored by Facebook.


Be wary of cheats and unscrupulous individuals who try to enter multiple times or use fake profiles. If you suspect anything suspicious then act decisively and ensure that your promotion isn’t ruined for the genuine participants.


Picking a winner is something you need to think about also as it will inevitably take up a fair bit of your time. Decide if you’re going to do it randomly, based on votes (likes) or just the first correct answer. Whichever method you choose, be sure that you communicate it clearly at the start to avoid any disgruntled entrants at the end.


Obviously, with any promotion you need to ensure that it’s fun for your followers and doesn’t end up costing you a lot of money. Therefore, consider what your prize will be and what you want to achieve overall?


You’re not going to collect email addresses as part of the promotion but you may attract some new page followers. You’ll also provide your existing fans with some entertainment and undoubtedly bolster your brand’s reputation as a result.


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