Don’t Dos on Facebook for promotion
The Rule: A cover photo cannot contain more than 20 percent text.
Where you can find it: Facebook Page Guidelines – Article III section – B
The Facebook cover photo is one of the places I most often see policy violations. Facebook recently changed their rules about text and cover photos: calls to action are now allowed but overall the image can only contain 20 percent text. I’ve noticed that many businesses aren’t aware of the new guidelines and I’ve also noticed that lots of businesses are breaking the 20 percent text rule. If you need some help thinking of ways to leverage these new rules, check out this article. There are plenty of great tools out there that will help you determine whether your cover photo is within the 20 percent text rule, but this one is my favorite.
The Rule: Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.
Where you can find it: Facebook Page Guidelines – Article III- section E- clause i
In layman’s terms this rule means that you need to use a third-party application in order to run a promotion on Facebook. Many businesses on Facebook like to ignore this rule by running promotions that consist of posting a photo and saying “share this to be entered to win” or “comment on this post for a chance to win.”
If you’re planning to run a promotion on Facebook, do it the right way. Third-party platforms exist to make it easier for businesses to have custom Facebook apps. Most third-party software providers already comply with the majority of Facebook’s guidelines so when you’re building an app you don’t need to worry about the little details. This article from Jon Loomer provides a comprehensive list of Facebook application platforms available.
The Rule: You must not use Facebook features or functionality as a promotions registration or entry
Where it can be found: Facebook Page Guidelines – Article III – section E- clause iv
This rule piggybacks on the last rule by stating that a business cannot use Facebook’s features – such as Liking, commenting, sharing, or uploading a photo — as a means of automatic entry into a contest. Basically, you can’t say “Do this and you are entered!” You still need to have the user submit an entry and agree to some basic terms. You can of course suggest that the user share something, upload a pic or leave a comment, but it can’t be a requirement.
One thing that you are allowed to do is require that users Like your Page or Check in to your Place in order to enter. The Like or Check-in is the exception to the rule, but again, it can’t automatically enter anyone into your promotion. The Like or Check-in simply allows them to continue to the entry form.
If you want to require people to Like your Page in order to participate, try creating a custom app that is fan-gated. When users see your app but haven’t Liked your Page yet, the app should encourage them to do so to proceed to the entry form. After they enter, feel free to ask them to share your contest with their friends (but don’t force them to).
The Rule: You must not notify winners through Facebook
Where it can be found: Facebook Page Guidelines – Article III – section E- clause v
It seems natural that when you’re running a Facebook contest, you pick a winner and then announce the winner’s name on Facebook. The problem is, according to Facebook’s guidelines, you’re not supposed to use Facebook as the initial means of contacting a winner. This includes Facebook messages, chat or posts on profiles, Timelines or Pages.
The best way to notify a winner is via email. If you’ve used a third party application to run your contest you’ve most likely collected some data, including email addresses, from your entrants. As long as you’ve notified your winner outside of Facebook, you can then announce the winner to your audience on your Timeline or in your app.
Where it can be found: Statement of Rights and Responsibilities – Article 5 – Section 7
My company, ShortStack, is a third-party application and our users ask us just about every day why our app requests access to Facebook profiles. If you’re a business and you’re using a Facebook app to collect data from your users, it’s your responsibility to tell your users what information you’re collecting and exactly how that information will be used. If you’re transparent and honest with your users about what you plan on doing with their information you’re likely to receive more engagement on your data collection app.
The (Unspoken) Rule: Don’t break local, state, national or international laws Some states/regions have their own rules and guidelines for a business that is giving away any prize, including prizes won via Facebook contests. Check with your region’s business agencies to ensure that you’re abiding by local, state and international laws.
This is just the tip of the iceberg when it comes to the rules and guidelines on Facebook for Pages, but these are the rules I see businesses break most often. Although it can be time consuming and tedious to make sure your Facebook Page and apps comply with all of Facebook’s rules and guidelines, it’s worth it to stay up to date with Facebook’s policies.