If you read our last blog post, then you know how to legally advertise your company’s beverage on Facebook. It is equally important to understand the ways in which you may market your product or service through promotions. Facebook maintains a strictand complex policy on these operations, so we will explain the two trickier aspects of its official guidelines below.
Invest in a Third-Party Application
Facebook’s first rule states that promotions “must be administered within Apps on Facebook.com.” Unless you are a web developer, it will almost certainly cheaper and easier to use a third-party application such as Wildfire, Strutta, Involver, Vitrue, or OfferPop. These tools, although not free, will help you to easily set up a successful Facebook promotions campaign.
Be Cautious when Including Facebook Features in Your Promotion
According to official guidelines, businesses should not enable entry into promotions through the sole use of Facebook features and functionalities. This means that businesses cannot automatically register individuals for contests when they like or submit a photo to a Page. However, companies maylegally make the liking of a Page a partial component to entering a promotion. Why? Users must be able to view and accept the full terms and conditions of a promotion before participating in it. This goes back to our previous point about investing in third-party applications, which will direct individuals off of Facebook (e.g. to the company’s official site) where they can legally view and accept the official terms and conditions of the promotion.
It is not enough to merely provide exposure for your company in today’s social media-driven society. Brands must creatively interact with consumers in order to effectively market their products and services. As one of many ways to accomplish this task, promotions are imperative to conducting successful marketing campaigns for businesses in the food, beverage, and restaurant industry. We will continue to elaborate upon other tools and strategies in upcoming blog posts. In the meantime, please tell us what you would like to learn more below.