Monday Morning Review: Facebook Contests

I read a great article over the weekend on running Facebook contests. It’s not as easy as one would think…

Not that setting up the contest is difficult, it is all of the numerous rules and regulations that must be followed in order to legally run a contest on Facebook. Facebook has left no stone unturned when it comes to protecting their liability with other company’s and individual’s contests. Because of this, their policies on running a contest for your business on Facebook can get pretty confusing.

Ideally, you cannot use Facebook to run the contest. You must use a third party application which can be used on Facebook. Any submissions — pictures, e-mail addresses, whatever you are collecting for the contest — must be collected via the third party application rather than through Facebook directly. I assume this is to take Facebook out of the liability loop. If the submissions are not submitted to Facebook, they can’t be held liable. It was submitted to some other site (Wildfire, iFrame, whatever app), and therefore the liability lies with the third party app for any missed or miscalculated contest results.

In the scheme of business, it is a wise move for Facebook to protect itself from any liability at all costs. At the same time, however, they shouldn’t make following policy a treasure hunt. The article stated that most contests run on Facebook are illegal and at risk of having Facebook shutdown the contest, page, account, or the whole kit-and-kaboodle. As authors, we must self promote whether we self publish or publish our works traditionally. We really need to get these policies down to a science to ensure that our Facebook promotion efforts are not foiled because of Facebook’s convoluted policies.

For a more indepth discussion of Facebook contest policies, read Social Media Magazine‘s article in their April/May 2012 edition of Fb+Business Magazine. Author Marketing Experts put out four magazines targeted at assisting authors — Fb & Business, LI & Business, Tweeting & Business, and The Big G & Business. They each contain some great information and articles to help the author build their business using social media.

Time to share…
What are your thoughts on using Facebook contests as a way to build business? Are FB contests an effective method for authors? What do you think about FB’s policies on contest — too restrictive or easy enough to follow?