How Facebook Contest and Promotion Changes Impact Photographers

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Yippee, Yahoo, Hurray! Facebook announced this week that they made changes so that it’s easier to create and administer promotions. Facebook used to require a third-party application for giveaways, events, contests and other promotional initiatives, however that is now changed and is no longer required.

Why would Facebook make this change? They want businesses to run more of these types of programs and make it easier than it has been. Some of the third party applications also have a fee associated with them and that has caused people to shy away from them. It’s also a great platform for businesses to use Facebook’s advertising platform to promote these types of posts. So, think about it, it’s another source of revenue for Facebook.

Let’s take a look at some of the top benefits for you:

  1. It is now easier. You no longer have to find the right 3rd party application, figure out how to use it, how to add it to the Facebook application tabs, etc.
  2. Now you can use some of the money you have saved and utilize Facebook’s advertising offerings. This will help you reach a larger audience. Having a larger reach means more fans, more engagement opportunities, and hopefully more overall success for your business.
  3. According to statistics, almost 60% of the people who like a page are really hoping that they will get some sort of discount or special offer. Now it’s as easy as putting up a post and voila – you’re all set.
  4. Now you can directly engage with your fans right on the wall, you don’t have to point them to a tab where you use to with the old rules.

Contests can still prove to be a daunting task, so there still some very good reasons why you may want to continue to use an application: manually collecting entries, monitoring comments, etc. As an example, let’s say you run a photo contest where the winner is the one who gets the most votes. If you have a large prize worth a lot in dollars, you may get hundreds of entries. Counting and sorting these could well be a community manager’s nightmare. Users can still delete their entries, edit their comments, they may even change their entry based on how people are responding.

So in summary, the benefits are low cost, no mobile compatibility issues, good for getting engagement going on your page and they are easy to create. The downside there is no easy way for data collection (emails), can be hard to manage, and challenging to find a winner.

What do you think about these changes? Will you try one now on your timeline?

Georgia-ProfileGuest post by Georgia McCabe  follow her on Google+  – As an author, speaker, trainer and social media and photography evangelist, her perspectives on social media appear in print in her newest book entitled “SocialMorphosis – Transforming Your Business through Social Media”. Georgia is also a co-author of the book “The Relationship Age”, with social media guru Mari Smith. Georgia is a frequent guest blogger for our professional photography lab.

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