Published on August 28th, 2013 | by Gerald Hensel
Facebook Updates Its Rules. And Sweepstakes Still Suck Big Time As A Marketing Tactic.
By now most of you will have read that Facebook eases up on Brand Page promotions by removing third-party app requirement. If you are working in Marketing, this is kind of a big deal. Staging sweepstakes on Facebook was a pain in the ass on many levels. Promotion Guidelines prevented brands from utilizing the news feed to generate word-of-mouth effects. You had to have a third party app to stage the whole thing. And Facebook didn’t allow you to use Facebook functionalities such as FB messages, likes or comments.
So technically this is a big step forward. As a page admin you can now
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
But from a brand and interaction perspective I was quite happy that Facebook rendered sweepstakes as a tool quite useless.
- Creatively I consider sweepstakes belong to the least inspiring and least beneficial interaction types available
- Brand-wise I consider them as counterproductive. You attract people because they want to win something, not because they like your brand.
- From an interaction standpoint they are even worse: you attract people without an interactive value to your Facebook page. This way you lower your overall Edgerank and your visibility as a brand.
All in all: I am not very happy about the update – I am sure it will cultivate one of the least efficient marketing tactics available. But hey, you never know. And…
Good thing about Facebook's revision of Promotion Guidelines is: most agency Creatives didn't know they exist anyway in the first place.
— Gerald Hensel (@ghensel) August 28, 2013