Bye bye like-and-share-this-for-a-reward campaigns on Facebook

I never liked them. Those “like-our-page-and-share-this-post-and-you-just-might-win-this-or-that” posts on Facebook. They are manipulative and are an artificial way to build a following. I never quite understood why people agree to these terms and basically spam the timeline of their friends. At one point I even unfriended someone for doing this all the time. But the fact that it bothered me and that I didn’t get it, does not mean it didn’t work. To my amazement some of these campaigns actually worked really well. Often the simplest versions work the best: “Like this post and one of the likes wins a free dinner for two at our restaurant tonight.” Not only did each post get a lot of likes. The page got a lot of likes as well. And, more importantly, people are very positive about the restaurant and share their visits all the time. But still. I see a lot of entrepreneurs struggling to monetize on their Facebook presence. My best guess is that it’s because of the questionable ‘quality’ of their followers. In any case, it will soon be over :-) Facebook has recently updated it’s Platform Policies in which they say, in no uncertain terms, that they want these like-share-win posts to stop. See for yourself: You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.” So as of now it’s no longer allowed. But I think there is no penalty or correction mechanism in place. Yet. It’s the same old pattern I’ve seen over and over again the last decade: 1) new media open up, 2) marketers abuse the gaps and possibilities, 3) actions are taken to correct the abuse. First they ask nicely. And then, if need be, they will enforce it. Don’t let your Facebook page become a statistic. Be valuable and relevant to your prospects and customers and they will follow you, they will share and like. For real. photo credit: seanrnicholson via photopin cc
September 17, 2014
Chris Vermeulen
General