by Rob Paterson
December 18, 2009 at 4:00 pm
· Filed under Facebook, Marketing
A few weeks ago I posted about a clever campaign launched by Ikea using fans and a competition. Now I hear that the rules have been changed to prevent this. I post in full a status report from “Inside Facebook”. Sorry about being late on this. Hats off to @jmorris106 for the tip
Three weeks ago, Facebook announcedsignificant updates to its promo/sweepstakes policies for Facebook Pages that have very practical impact for marketers on Facebook. For a deeper dive on the rule changes, see our analysis. But essentially, the new rules:
- Require all marketers to get explicit permission from Facebook at least 7 days before administering any promotion inside Facebook.
- Prohibit running any contests or promotions that require users to become a fan, interact with a feed story, or do anything else outside an application tab or canvas page in order to enter.
This means that “become a fan” contests, “status update” contests, “photo upload” contests, and any other kind of contest that requires commenting on or responding to items in the News Feed are no longer allowed. Rather, Pages must send users to a custom application tab to enter contests. This is good news for companies building Facebook Page tools for marketers.
Now, agencies and marketers are trying to understand whether these policies are being actively enforced, as many businesses and organizations have been experimenting with different types of contests to drive traffic and engagement on their Facebook Page over recent months, and several promotions that seem to violate the policies have continued to appear lately.
For example, a few weeks ago, an Ikea store in Sweden ran a promotion on their Facebook Page in which users who tagged photos of furniture with their names first won the items as prizes. A Facebook spokesperson told us today that the promotion was indeed in violation of the new policies and would not be allowed to run today.
And last week, Gillette, one of the biggest brands in the US, announced a promotion on its Facebook Page, saying, “Become a fan today and you’ll be entered to win a free Fusion MVP,” a clear violation of the new policies. Gilette is also redirecting members from a sweepstakes tab to a signup form on Gillette.com to enter the contest, but the status update still exists on its Page, and is confusing to multiple marketers we’ve heard from. A Facebook spokesperson said he was not able to comment on individual campaigns beyond the Ikea case when we asked earlier today.
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22 Tweets
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TinoDecember 24th, 2009 at 9:49 am |
Facebook has been changing quite a few things lately and I am not sure if i agree with this one.
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ffblogDecember 18th, 2009 at 4:00 pm |
New Post “New Rules for Marketing & Facebook” http://www.fastforwardblog.com/2009/12/18/new-rules-for-marketing-facebook/
This comment was originally posted on Twitter
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SEOSpyDecember 18th, 2009 at 4:06 pm |
RT @ffblog: New Rules for Marketing & Facebook http://bit.ly/7ABwkj
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@KenBane Thanks Ken http://twurl.nl/lw56mo Updated Fast Forward with news
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://bit.ly/8wLe2G
This comment was originally posted on Twitter
New Rules for Marketing & Facebook: A few weeks ago I posted about a clever campaign launched by Ikea using.. http://tinyurl.com/y9v7cmw
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://bit.ly/5Ye6tO
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://tinyurl.com/yb23z2d
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://bit.ly/8TO5It
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The FASTForward Blog » New Rules for Marketing & Facebook … http://bit.ly/61T7ji
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://bit.ly/8vATrU
This comment was originally posted on Twitter
New Rules for Marketing & Facebook: http://bit.ly/5boLGa
This comment was originally posted on Twitter
New Rules for Marketing & Facebook: Enterprise 2.0 Blog: News, Coverage, and Commentary: Tags: fastforward facebook… http://bit.ly/6BLbtE
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Facebok: New Rules for Marketing http://ow.ly/NMmP
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lisha_wDecember 19th, 2009 at 6:54 pm |
RT @lorirtaylor: Facebok: New Rules for Marketing http://ow.ly/NMmP
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cupocoDecember 20th, 2009 at 5:01 am |
New Rules for Marketing & Facebook
http://www.fastforwardblog.com/2009/12/18/new-rules-for-marketing-facebook/
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New Rules for Marketing & Facebook (via FASTforward Blog): http://bit.ly/5boLGa
This comment was originally posted on Twitter
New Facebook Contest rules… are you going to follow them? Are they really able to enforce this? http://bit.ly/5boLGa
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RT @JoieTamkin New Facebook Contest rules… are you going to follow them? Are they really able to enforce this? http://bit.ly/5boLGa
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://bit.ly/52jAzZ
This comment was originally posted on Twitter
New Rules for Marketing & Facebook http://ow.ly/SLut
This comment was originally posted on Twitter
AnnelieNaes
New Rules for Marketing & #Facebook: http://ow.ly/SLut
This comment was originally posted on Twitter
New Rules for Marketing & #Facebook: http://ow.ly/SLut
This comment was originally posted on Twitter
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