Social media giant Facebook has refined its Pages terms and conditions, making it easier for businesses to use the site to create and manage promotions independently. In a move that will relieve many administrators, third-party services are no longer required to implement marketing on individual pages.
Brand administrators will have more control over their own campaigns to administer promotions. The relaxed regulations mean that businesses with their own Facebook timelines can:
- 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
The changes will also apply in apps on Facebook, although they do not apply for personal pages.
Although independent businesses with a presence on Facebook will gain more autonomy to administer their own marketing campaigns, third-party services such as Wildfire and Vitrue will undoubtedly be affected. However, some commentators have noted that the repercussions may not be too severe to majorly affect these companies.
This is because the update by Facebook only affects basic voting controls and not the more extensive services that the specialist third-party groups provide.
Although smaller businesses will be able to save money for implementing promotional activity, it is likely that others will still use the more professional groups for their expertise in receiving and counting votes.
Prior to the new regulations implemented by Facebook, sweepstakes and promotions could only be hosted through authorised means. Although this has been eased off, page administrators are still restricted in some aspects. Tagging irrelevantly and irresponsibly is still prohibited. Facebook included the following guidelines regarding this:
- It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize.
- It’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize.
With the new regulations, Facebook hopes to encourage newer and smaller businesses to remain active on the site. Third-party companies who originally solely provided these promotion services may be affected, although it remains to be seen how severely.
For the full updated promotion guidelines and FAQ’s then check out the information provided by Facebook here.
We have put together some information for any page administrators who may be affected by the news:
- If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:
- The official rules
- Offer terms and eligibility requirements (ex: age and residency restrictions)
- Compliance with applicable rules and regulations governing the promotion and all prizes offered (ex: registration and obtaining necessary regulatory approvals)
- Promotions on Facebook must include the following:
- A complete release of Facebook by each entrant or participant.
- Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
- Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries” is not permitted).
- We will not assist you in the administration of your promotion, and you agree that if you use our service to administer your promotion, you do so at your own risk.