Closing the Like-Gate
In a very quiet announcement last week, Facebook announced that the commonly used practice of “like-gating” a page for contests & promotions will be against policy, effective November 5, 2014.
Like–gating refers to the requirement that a visitor must like your Facebook page in order to enter a contest or take part in a promotion. The value of a like is questionable, but like-gating has been widely used as a successful fan-acquisition method. So let’s look at the issue.
The new policy
The updated policy, mixed in with other content on a Facebook Developers blog, says “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.”
What it means & what you should do
With this new policy in place, contests, rewards, and promotions will be open to everyone on Facebook who encounters the content, no liking required. So you may get a bazillion entries, but not a single new like. For marketers who are still building communities and believe that Facebook likes may actually have some value, here are some ideas.
Use the wall
An on-wall promotion is when a brand makes a post and asks users to comment to enter. On-wall promotions have many benefits. For one, they cost less. They’re also easier to deploy & manage, with fewer barriers to entry for participants. Of course, these posts won’t get you more fans either, but if you run a weekly or monthly promotion, at least people have a reason to return.
Collect additional information
OK, so Facebook won’t let you make becoming a fan a condition for someone entering a promotion – but that doesn’t mean you can’t ask for information prior to entry. Have email as a required field. Maybe try for a phone number. Just remember that your contest has to have enough value to justify asking for the information.
Don’t abandon Facebook
Facebook is concerned about its own usability, which is a good thing for everyone who uses it. And we think Facebook recognizes that the overall quality of brand communities will increase if those communities are not inflated with hit-and-run contestants. So don’t eliminate Facebook outreach. Just make sure it’s not the sole focus of a campaign. Customers have multiple networks to choose from and brands should be available across most of them.
And remember that a single piece of UGC makes more impact than a Facebook like. That’s why we sometimes suggest “action-gating,” requiring a customer to submit some form of UGC (on any social media network they like) to be entered in a contest or promotion.
If you have any questions or need a beverage, we’re here.