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Running a Promotion on Your Facebook Page May Cost You $10K

Facebook Guidelines Require An Account Rep to Approve Promotions

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A Facebook Page can be a great way to build your fan-base, inspire engagement with customers/readers, and generally build upon your brand. However, if you want to do a promo on one, that’ll cost you.

Facebook’s policy dictates that one must get written approval from a Facebook account representative. In order to get one of those, you have to spend about ten grand advertising with the company, according to Eric Eldon at Inside Facebook.

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So basically, if you don’t want to violate Facebook’s promotions guidelines, you can’t really do any advertising or run any sweepstakes without actually paying for Facebook ads too. "You may not administer any promotion through Facebook, except that you may administer a promotion through the Facebook Platform with our prior written approval," that particular section of the guidelines states.

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"The business model, with pages, is to try to get as many people using them as possible, then make a little money from each person if they want to do paid advertising — the preview fee goes against this model to try to keep Facebook legally safe," writes Eldon. "The problem, as many people trying to build promotions for Facebook have been discovering on their own, is that the fee requirement is never clearly spelled out. And, neither is the rationale for the fee. The result is confusion among marketers and developers trying to build promotions for Facebook, especially for small-business clients."

Well, if you stick to the classic advice handed down from a great many Internet marketing consultants, you’ll want to use Facebook for engagement, and participating in the conversation. Using your Facebook Page to deliver a sales pitch has pretty much always been ill-advised anyhow.

That said, the lines can get blurry from time to time, and as Eldon notes, many businesses are still trying to figure Facebook out. Guidelines like this may not be particularly encouraging for them. They also raise questions about Facebook’s future with regards to e-commerce, as Facebook continues to head in that direction (they’re even taking PayPal more).

Facebook told Eldon that it doesn’t have the resources to approve all possible promotions, and they all must be approved, so Facebook isn’t held liable for illegal promotions.

Running a Promotion on Your Facebook Page May Cost You $10K
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  • http://www.michaelghurston.com Michael G. Hurston

    I think part of the problem is that the language in their policy needs to be clarified a bit more and if they’re going to stick with a no promotion policy then they really need to have the resources to enforce it, otherwise it becomes unfair to those who get away with it and those who get caught.

  • Guest

    I emailed them and they responded, but once I requested authorization to run a promotion they ceased to reply. I assumed that was approval by not denying …

  • http://www.chitchat.org.uk Daniel Offer

    I see this as a method by Facebook to try and earn more revenue. Although, I question the value in making the pay wall so vast.

    After all, the value created is in fluffy “Good Wills” of brand sentiment, brand value and brand retention rather than any measurable metric.

  • http://twitter.com/nimblemichael Michael Dawson

    According to Facebook, “These Promotions Guidelines govern the publicizing or administering of any sweepstakes, contest, competition or other similar offering (each, a “promotion”) on Facebook by you.” You can read the whole enchilada at http://www.facebook.com/promotions_guidelines.php

    I personally consider a coupon code to be a promotion as well in the general sense, but it looks like FaceBook is addressing “enter to win” contests.

  • http://DCincome.com stephen

    Great post! I guess that could be a big problem
    in making money

  • Guest

    There is another way- check out Wildfireapp.com. I have run a couple of promotions with them and they can work around the $10k minimum.

  • Anonymous

    STOP WASTING TIME MANUALLY MARKETING ON FACEBOOK!!!

    http://www.thefacebookwizard.com/

    Unlimited mass messaging, commenting, liking, adding, etc without getting banned!

  • Guest

    I just wasted a week of time and effort trying to build a sweepstakes page thru Wildfire only to find out when I went to publish it that I needed prior authorization from Facebook in order to publish it to my facebook page. Without FB’s approval, the best Wildfire will do is redirect users to a micro-site to submit an entry to the sweepstakes.

    So I went the route of getting approval from FB. I did receive a reply from Facebook, but they confirmed they do require a 10k/month advertising spend with them to get approval.

  • http://www.convurgency.com Samual

    hi, But how can we advertise on our Fan Page. i am having 50 pages on facebook and having good amount of fans over there . so what kind o f requirement they needed to get approval from facebook to run advertisement.