Why Run A Contest On Facebook?
Facebook is a great platform for running a contest because it can expand your audience, raise awareness about a product or service, boost audience engagement and increase your fans.
For example, So Nice, an organic soy milk company based in Burnaby, BC, recently ran a Facebook contest asking fans to submit ideas for how they would spend $5,000 towards a better organic world. The contest ran for 20 weeks and So Nice’s Facebook fans went from 900 to 3350—a 370% increase.
Facebook has strict rules around running contest so it’s important to understand their contest rules before you run a contest of your own. If you violate the rules, you risk having Facebook disable your Page or account.
Facebook’s Contest Rules
Facebook’s Promotions Guidelines outlines their rules around running promotions. A “Promotion” is any campaign where a winner is selected. This includes sweepstakes where a winner is awarded a prize on chance and contests where a winner is awarded a prize on the basis of skill or being judged on specific criteria.
Due to legalities, Facebook doesn’t want to be associated with contests in any way, so they don’t allow promotions to be hosted on Facebook. Promotions must be hosted on a 3rd party application. You can create your own application, or use any of the 3rd party promotion apps that meet Facebook’s rules. Social Media Examiner’s “Facebook Promotions: What You Need to Know” has a good list of 3rd party applications that you can use.
In addition, Facebook doesn’t allow promotions to be administered on their platform. “Administration” includes “…collecting entries, conducting a drawing, judging entries, or notifying winners.”
This means that:
- Entrants need to enter the contest within the 3rd party application.
- Entry into the contest cannot require entrants to post content within Facebook (like posting a comment on the Wall or uploading a photo). Entrants need to submit content within the 3rd party application.
- Entrants cannot be automatically entered when they Like your Page. You can require them to Like your Page before they can enter and then have them enter within the 3rd party app.
- Judging cannot be done within Facebook. For example, you cannot ask fans to vote for their favourite entry on the Wall.
- Winners cannot be notified via Facebook, either in messages or posts on Pages or profiles. You need to collect an email or mailing address through the 3rd party application and then contact the winner by email or mail.
In addition:
- Contest terms need to be linked to from the main contest page.
- Facebook’s disclosure needs to be clearly posted.
Example: 1-800 Flowers’ Celebrity Birthday Quiz Sweepstakes
1-800 Flowers was running a sweepstakes on Facebook on March 23rd, 2011. Entrants had to complete a short celebrity birthday quiz and were entered into a draw to win a floral arrangement of their choice.
What They’re Doing Right
- The contest is being run on the 3rd party application, Wildfire Promotion Builder.
- Entrants enter the contest within the 3rd party application. They answer the quiz and submit their personal information within the app.
- The winner is notified via the email address they provide.
- There’s a link to the Official Rules on the contest page.
- Facebook’s disclosure is clearly posted at the bottom of the contest page.
In addition to Facebook’s rules, your contest has to be covered under national and regional laws. Read information on Canadian promotional contest law.
More information on contests:
Facebook Promotions: What You Need to Know
What It Takes To Run A Successful Contest
For inspiration, check out the 20 most innovative Facebook campaigns.
