If you’ve been using Facebook for business for awhile, you’ve probably tried a number of things to increase your “likes” or fan base to your business page.
You may have offered contests or rewards where people can enter to win something that will give them a sample of what it is like to do business with you.
Advertising such events is a great idea – and perhaps you thought, why not kill two birds with one stone and get them to “like” your Facebook page at the same time they enter too…
While on the surface it sounds like it’s a bargain and will increase your ROI on your social media ad budget, as it turns out, Facebook “Fan Gates” are not only out of style, they’re now out of the Terms & Conditions you need to comply with if you want to continue using the social network.
Facebook just updated their Platform Policy and announced that using incentives to get people to “like” your page is no longer acceptable.
For example, you’re not allowed to offer rewards, gating apps or app content to get more fans to your business page.
The reason Facebook cited for their new policy is that they want to improve the user experience and that people should only “like” pages that they truly want to get updates from, instead of just clicking “like” to cash in on some incentives.
Truth be told, the value of those artificial likes was so little to any business, you really haven’t lost out on anything.
Let’s imagine for example that you’re a financial planner and you offered a contest where people could get an iPad in a contest when they share your app with friends or like your page.
Now you might get more people engaged in such a campaign than you normally would because the reward is appealing.
But what about step two – when you start following up with these new leads?
The majority of them only entered because they wanted the chance to win the iPad, not because they’re looking for financial advise.
So while the numbers may have looked great at first, they were deceiving and your ROI per new lead really diminished.
It’s important to only incentivise people that are well qualified – or use your incentives as a qualifier sorting out the hot leads from people that are just browsing.
So don’t feel bad about the change of terms from Facebook… You’ve got until November 5th (nearly 90 days) to adjust and comply with the new rules.
In the meantime, if you’d like help with your overall lead generation and social media marketing campaigns, give us a call at 1300 680 223 today. We can help.