The New Facebook Promotions Guidelines: What it Means for your Business

The New Facebook Promotions Guidelines: What it Means for your Business

  With the rapid growth in the use of Facebook for business promotions, it was inevitable that the social giant would set some guidelines on the practice, both to keep a certain level of standards and to reap the potential benefits.

  That day has arrived with the new Facebook Promotions Guidelines that are just recently put into effect. With so many of our clients already promoting specials and contests on the venue, or interested in doing so, Digital Surgeons decided to outline the guideline highlights and just what it means to your business.

  Key Highlights of the Guidelines:

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  • Promoting a contest does not require Facebook approval.
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  • Administering a contest does require approval from Facebook.
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  • Good News: Businesses Large and Small can still Promote on Facebook.
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  • The new rules only apply to contest and sweepstake type promotions.
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  • You must use an approved Facebook application to run your promotion.
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  • Certain types of business are now prohibited from running Promotions.

  Publicizing vs. Administering Campaigns

  Central to the new guidelines is the distinction Facebook makes between publication and administration of a contest or sweepstakes campaign.

  Publication does not require approval: This is defined as the promoting or advertising of a campaign on your Facebook page (now using one of the approved applications) without actually gathering entry information or sending replies via Facebook. Businesses can still post RSS feeds and require visitors to become Fans in order to enter the promotion. No collection of entries or data (administration) can occur on the Facebook site without approval.

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  • Good News: Contest administration can be efficiently handled off site. Working with Digital Surgeons or another competent online marketing agency, contest entries can be gathered, winners selected, and notifications sent smoothly.
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  • Off site Promotion Administration is an excellent option for small to medium size businesses. As you read more about the new administration rules below, the cost efficiency of this option will become readily apparent.

  Administration does require approval: Administering a promotion involves all the data collection, statistic gathering, drawings, and participant notification that go with a contest or sweepstakes. To handle all this via the Facebook website requires approval.

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  • A Facebook Sales Rep is required in order to gain approval to Administer a promotion.
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  • A substantial level of spending is a requirement to qualify for a Facebook sales rep. ($10,000 per month minimum spend)
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  • Digital Surgeons can facilitate the process of gaining a Facebook sales rep for you. We can design the promotion based upon your goals and audience, manage the campaign set up, and handle the details of obtaining and working with your Sales Rep. Contact us via the website or at (203) 672-6201 to find out more about creating a Facebook Promotion.

  More on the New Guidelines…

  Applies to Contest and Sweepstakes Only: Promotion using surveys, coupons, trivia quizzes and giveaways do not require approval and do not fall under these guidelines.

  A Facebook Application must be used to Publicize your Campaign: the social network has several applications that can be used to run a promotion. Digital Surgeons can advise you on the best choice for your promotion and manage all details of the campaign. Contests that require user video uploads and voting will require a different app then a more standard sweepstakes entry.

  Promotions that are now Prohibited: Facebook has now made certain business types and promotion situations off limits. These include:

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  • Promotions open to Minors
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  • Promotions open to citizens of countries embargoed by the U.S.
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  • Promotions that advertise or give as a prize alcohol, tobacco, guns, or drugs.
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  • Promotions that require purchase of product or a lengthy task in order to enter
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  • For full details on restrictions and more on the guidelines visit http://www.facebook.com/promotions_guidelines.php.

  Planning your Facebook Promotion:

  To learn more about what the new guidelines mean for your business and to get planning the best campaign to meet your goals, give us a call at (203) 672-6201or contact us via the website. Check out Digital Surgeons on Facebook.