Last week we told you that Facebook’s new Promotion Guidelines change the way radio stations run Facebook promotions. Many of you panicked! Instead of calling your station attorney, you emailed us for answers (and we’re taking that as a compliment).
Don’t let these new rules squash your creativity. Remember, radio station promotions were successful before Facebook. Here are a few general options to legally integrate Facebook into your station or show promotions.
1. Use your station Website to build the promotion. Set up the contest registration and rules on your Website, and use Facebook to promote the contest. Post status updates about the promotion, and include the direct link for listeners to register on your Website.
Pros: It doesn’t cost you any money to use the station Website, and you can build your loyal listener program.
Cons: By asking people to leave your Facebook page to enter, it isn’t a “real” social media promotion.
2. Use a third-party app to run your promotion on Facebook. This allows listeners to register without leaving your page, and is now the only legal way to execute a promotion within Facebook.
Pros: You can run a viral social media campaign on Facebook to grow your fan base. Most apps offer the “fan gating” option, requiring listeners to “Like” your page before they can enter the contest.
Cons: These apps aren’t free. The cost varies based on which app you choose and the services you need.
Here is a list of contesting apps that offer the services to meet radio station needs, have proven success with big brands, and have received solid reviews:
3. Use your station text club. Post status updates telling your listeners to text to win, including the short code and message required to enter.
Pros: It’s free to use the text club you already have, and you can build text club membership.
Cons: By asking listeners to take another action, it isn’t a “real” social media promotion.
If you have used one of the above apps to build a successful Facebook contest, comment and let me know. I would love to hear about it.
-written for The Randy Lane Company