Facebook revised  their contest rules in May of this year, but still many people are either unaware of the update, or confused by how to run a successful contest on Facebook.

Every day it seems I see a Facebook promotion in my news feed. And, many times the contest boasts the winner will receive [enter a really great prize here] for ‘liking’ the page. [CRINGE!]

Mistake #1: Using the “Like” Button as a Voting Mechanism

If Facebook could have made this rule any clearer, it would be crystal. OK, silly analogy. But really, Facebook clearly states that contests “must not use Facebook features or functionality as a promotion’s registration or entry mechanism.” Facebook even clearly states that “the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.” Now, that’s not to say that you cannot create a “Fan Gate” – which we will explain in a moment.

Mistake #2: Not Using a 3rd Party App to Administer the Contest

This is actually Facebook’s #1 rule. They state: “Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or an app on a Page Tab.”

Running a contest or sweepstake via a 3rd party app is really very simple. We currently use ShortStack App, but have also used Wildfire Interactive in the past. There are actually a lot of apps out there that offer Facebook content features at a very reasonable price. So there is no reason not to use one.

Mistake #3: Giving Away a Prize Unrelated to Your Industry

What is the purpose of your contest? Do you really want to attract people who enter 100 contests a day? Or, do you want to attract potential customers? I’m going to guess you want to attract potential customers. Then instead of offering a $500 Visa gift card, a better prize may be a $500 gift card for your product or service. Or maybe, you give away one of your products for free. In other words, if you don’t work for Ford, then don’t give away a new Ford.

Mistake #4: Not Using a Fan Gate to Build the “Likes”

A ‘Fan Gate’ is as it sounds, a gateway. Many of the 3rd party apps we mentioned have the functionality where a visitor has to “Like” your page before they can enter the contest. I know what you’re thinking. ‘You just told us that using the “like” button as a voting mechanism is breaking the rules.’ Yes, that is true. However, with a Fan Gate, you’re not using the Like as the voting mechanism, only as a gateway to the voting mechanism. Pretty cool, right?

Mistake #5: Making the Entry Super Complicated

To enter just fill out the form, followed by uploading a photo, followed by uploading a video, followed by getting your friends to vote on your photo, then on your video, followed by….. If it’s not simple, people will not enter. Even the most loyal of fan will not follow a 10 step entry to your contest.

Mistake #6: Not Promoting Your Contest

If you create it, they will enter…. NOT! Social media, is just that, social. In order to get the word out about your contest, you have to promote it and encourage your supporters to share it. Start mentioning your contest on your Facebook page a few weeks before you launch it. Follow it up by an invitation to your current fans. Send out an email to your email list too. Larger brands, or those with really nice marketing budgets, may also run a radio or TV spot to promote the contest. You get the drift….

Mistake #7: Ignoring Facebook’s Rules

Read the rules; obey the rules. It’s not difficult to do, I promise.

There you have it. Any other mistakes you think should be added to the list? Feel free to leave them in a comment. For help planning and administering your Facebook contest, request a no-obligation consultation. We’re happy to help.