Running a competition on Facebook is an easy and quick way to increase ‘likes’ on your page, but before you set one up, it’s important to understand what a competition can or cannot do for your brand.

A Facebook competition can help:

  • Boost and encourage fans to interact with you
  • Encourage new fans to ‘like’ your page
  • Be used to promote a specific product or service you are offering or going to launch
  • Build brand awareness

A Facebook competition may not be able to:

  • Create a loyal fan base
  • Create an engaged Facebook community with your brand after the competition ends

Once you’re ready to set up your Facebook competition, please ensure that you are aware of and follow your state’s legal and Facebook’s own promotional guidelines to running a competition. We encourage you to visit Facebook’s website for more details on their competition guidelines.

Quick overview: Facebook competition guidelines

  1. Facebook competitions must be run using a third party application. You cannot use the Facebook platform itself, or the timeline page to run the contest. There are a variety of third party apps available, such as Offerpop or Wildfire
  2. Clear competition rules and terms and conditions should be visible directly on the app page
  3. Liking the page, checking into a Place, making or liking a status comment or uploading a photo on the page cannot be a condition to enter the competition. You can ask participants to ‘like’ the page as part of the entry process, but they will need to officially enter the competition using the app that you have set up on the page. For example, they can ‘like’ the page, but they should then enter their details through the entry form to enter the competition
  4. You are allowed to collect names and email addresses from competition entrants so you can contact the winner.
  5. Facebook’s guidelines state that you are not allowed to notify the winner through Facebook. For example, you can’t let them know that they have won by posting it in the timeline, or by sending them a message or using the chat function. You can email, call or send a letter to advise them, but it just can’t be done through Facebook. When you set up your competition entry form, capture their email or phone number so you can contact the winner.
  6. Make sure that competition entrants understand that Facebook is not liable and does not sponsor, endorse or administer the competition.

Promoting your competition

Once your competition is set up, you must be prepared to promote it. Below are some suggestions to help you get started:

  • Send an email to your customers and encourage them to participate in your competition.
  • Encourage them to share the email with their network to encourage new Facebook ‘likes’
  • Promote the competition with Facebook ads. You can target the ad down to a specific target market based on their interests, age and geographic location
  • Don’t forget to cross-promote using other marketing channels, such as Twitter, your blog, website or LinkedIn page
  • Add a banner on your website to promote the competition and link it to the app/tab

If you are unsure about Facebook competition rules, please refer to www.facebook.com/page_guidelines.php

Information is correct as at 31 August 2012.