In How to Distribute Your Content Marketing, Part I we talked about understanding the major platform types for pushing out your content, and in Part II we are going to talk about how to identify the correct platforms depending on your goals.
So you have read our whitepaper and already started your content marketing efforts. You have created a great video, planned 2 webinars and cranking out blog posts every week and are tracking the analytics on each. So far though, you haven’t been getting much traction on any of them. This is where the old adage “build it and they will come” falls flat on its face.
Earlier this week, Facebook made an announcement that will change how marketers leverage one of the largest social platforms of all time. The social media bohemoth has changed rules that require promotions to be run through a third party programs (such as Wildfire and Buddy Media) and is once again allowing posts and likes on a brand’s Timeline to be considered contest submissions or votes.
To fully understand these changes, here are the highlights:
Also, here are some important rules that are going to stay the same;
At first glance, this should be exciting news for Facebook marketers looking to increase engagement and build their fan base. By administering promotions directly on the Timeline, businesses allow more fans to enter contests with the click of a mouse (having Facebook as for permission on apps was often a big turnoff for fans). But, before you begin running giveaways on your Fan Page, make sure to consider a few things before doing so.
If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:
1. The official rules
2. Offer terms and eligibility requirements (ex: age and residency restrictions); and
3. Compliance with applicable rules and regulations governing the promotion and all prizes offered (ex: registration and obtaining necessary regulatory approvals)
Promotions must include the following:
1. A complete release of Facebook by each entrant or participant.
2. Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries” is not permitted).
It may seem like we are warning you against direct Timeline contests, but that is far from the truth. We believe this will be a valuable tool to achieve certain goals on Facebook such as driving engagement and likes, but it may not work to drive other business goals (especially lead gen). What we want you to do is consider your goals before deciding whether or not to run your promotion on a tab (or microsite) or hosting it directly on the Timeline.
Will your company be running promotions on the Fan Page Timeline soon?