Stop what you’re doing. Facebook has just lifted the ban on using native functionality to run contests and promotions on brand pages.
Until today, any use of native Facebook functions (LIKE, SHARE, COMMENT, TAG, etc) to encourage a promotion could land your page in Facebook purgatory – a.k.a. Facebook reserved the right to shut you down. In a move that levels the playing field for brands that simply can’t afford to build an app each time they want to run a promotion, Facebook has announced that, as of today, apps are no longer necessary for contesting on the platform.
Excuse me while I do a community management happy dance.
As of today, you can now:
- Collect entries by having users post on the Page or comment/like a Page post
- Collect entries by having users message the Page
- Utilize likes as a voting mechanism
What you can’t do is encourage people to share things on their own timelines – this means tagging or sharing a post – for a chance to win. Facebook wasn’t about to make it *that* easy for you 😉
Yes, this might be a bit of a double-edged sword – we’ll probably see an influx of irritating contesting posts and wish Facebook hadn’t made the change. We’ll probably also see an increase in cost for sponsored content – with such easy, “reach-grabbing” and “engaging” content, space on the news feed will be more competitive than ever.
LIKE this post to win a free puppy! (Just kidding).