Winners are grinners!
We love competitions and giveaways on Facebook! Primarily, of course, because winning stuff is cool. Who doesn’t love a freebie?
The second reason we love competitions and giveaways on social media is because they are an AWESOME attraction strategy. What do we mean by attraction strategy? Basically, we’re talking about any of those methods that get people talking about your Facebook Page and – ultimately – your cause. Anything that gets your name out there and encourages people to follow your good deeds has got to be good, right?
Even better, you don’t have to give away a big-ticket item, either. It doesn’t need to be a cruise or a BMW! I’ve seen great success with causes giving away tote bags and coffee mugs. In fact, in our experience in the media, it’s the cheaper giveaways that do better than the big-money ones. For some reason, people are more likely to enter a competition giving away movie tickets than one giving away a BMW, for the simple fact that they think they’ve got more chance of winning movie tickets!
So yes, competitions and giveaways on Facebook are a great way to attract people to your cause. But – and it’s a pretty big but – there are a few guidelines that you NEED to follow, otherwise you risk getting on the wrong side of Mark Zuckerberg, and possibly getting your Page shut down. It doesn’t happen often, but it does happen, which is why you need to play by the rules when it comes to Facebook promotions.
These are Facebook’s official promotion guidelines, as of September 2018.
Promotions on Pages, groups and events
Communicating a promotion
If you use Facebook to communicate or administer a promotion (e.g. a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:
the official rules;
offer terms and eligibility requirements (e.g. age and residency restrictions); and
compliance with applicable rules and regulations governing the promotion and all prizes offered (e.g. registration and obtaining necessary regulatory approvals).
Promotions on Facebook must include the following:
A complete release of Facebook by each entrant or participant; and
Acknowledgement that the promotion is in no way sponsored, endorsed, administered by or associated with Facebook.
Administration of a promotion
Promotions may be administered on Pages, groups, events or within apps on Facebook. Personal timelines and friend connections must not be used to administer promotions (e.g. “share on your timeline to enter” or “share on your friend’s timeline to get additional entries” and “tag your friends in this post to enter” are not permitted).
Facebook will not assist you in the administration of your promotion, and if you use our service, you agree to administer your promotion at your own risk.
What does this all mean? Basically, you can’t ask people to use their own personal accounts and timelines to promote your giveaway. You can ask people to like your Page, like your post or comment with why they’d like to win, but please don’t ask them to share the post to their timeline or tag a mate to enter. And YES, everyone does it, but that doesn’t make it right!
Play by the rules, though, and giveaways are a fabulous attraction strategy that will increase your brand awareness and also create valuable user-generated content. Win win!