MSLGROUP: Brand Do's and Dont's: Contests on Facebook - Romain Vezirian
Published: February 25, 2011 at 05:42 AM GMT
|MSLGROUP's Romain Vezirian -- Click on the photo to read Critical Conversations' archives|
Last Updated: February 25, 2011 at 05:42 AM GMT
By Romain Vezirian
Facebook and Your Brand: Separation of Church and State. It is important to recall that Facebook does not want to be seen as endorsing any brand or commercial activity other than its own. The company will not assume liability should anything go wrong with a brand's contest—your activities are distinct in the strictest sense of the word.
So here's a quick recap of what you can and cannot do on your Facebook page when you want to run a contest for your fans:
• This is the most complicated point, but also the most important one: You cannot use any Facebook functionalities for your brand's contest. In short, "likes", "comments" and "tagging in a picture" should not enable one of your fans to win anything. If you see a brand asking its fans to "change their profile picture" to enter a contest, know that this company could be cut off any minute by almighty Facebook.
• It is forbidden to organize a contest on your Facebook wall (see below for what you can do).
• You always have to specify that your brand is the contest organizer and Facebook is not.
• It is always advisable to include a link to your brand's usage guidelines for Facebook fans (these are the guidelines typically including language prohibiting personal attacks and inflammatory language on the brand's page).
• You can organize a contest on your Facebook page, but it has to be contained within a dedicated tab.
• Let us give you a little trick here: You can limit a contest to your fans but use the right words to do so! For instance, you cannot say "Click on Like to enter our contest." This would mean you are using one of Facebook's native functionalities.
• Instead, you could write "Join our community" or "Click like to see more info on our contest." Recall that once someone likes you, your page opens up and the person can see all your tabs. We know this is subtle, but this kind of knowledge can make the difference between a successful Facebook page and a banned one.
Romain Vezirian has held a variety of new-media roles within the worldwide team of Paris-based Publicis Consultants, part of MSLGROUP, since joining in 2007. He can be reached at email@example.com
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