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28 August 2013 - 12:49pm | posted by | 6 comments

Facebook's the winner in competition changes, not the user

Facebook's the winner in competition changes, not the userFacebook's the winner in competition changes, not the user

Craig McGill, digital strategist for Scotland, Ireland and Northern Ireland at Weber Shandwick, discusses the latest change by Facebook to its competition rules.

Facebook has caught a lot of people by surprise over the last 24 hours with the news it's relaxing the rules surrounding competitions but it could see the average user coming off a loser.

The main change is that you can now have likes on your Facebook page as entries to a competition, you can have comments count as part of them too. Previously it had to be all done through a third-party Facebook app.

Yes, that means all those "Like and Share to win" competitions you've seen over the past few years were actually not allowed but are fair game now.

Why has Facebook brought these changes in? Reading between the lines, there's a few reasons:

1. Apps don't work on mobile, which is where more and more people are spending their time

2. The more on-page stuff you like/share the better the ad profile they can build around you

3. The more your friends engage with what you like/share, the better the ad profile that can be built on them

4. Less work for their staff as people will not longer reports firms doing share/like competitions which could see you banned in the past (*cough* like at least one Scottish organisation *cough*)

5. Might boost ad spend

The main reasons, in my opinion, are Steps 2 and 3. This is all about making it easier for the user to engage with material they like and therefore allow Facebook to build up better data on you, allowing for more relevant ads to be directed to you.

On a similar note, that's what the picture album announcement from yesterday – you and 50 others can create a shared photo album around an experience – is about. The more data about your connections you give to Facebook, the better the chance of you being served relevant ads.)

Now for firms this means it's a lot easier to create competitions but there's a downside that could see this backfire incredibly. The more people like and share material, the more clogged up individual timelines and news feeds will get, leading to people unfollowing or perhaps even getting fed up with what feels like (but isn't technically) spam and leaving Facebook.

For Facebook it's a tricky one to balance and no doubt the engagement algorithms will put a shift in trying to make sure people only see the most relevant material, but for the end user it's another reminder that they are the product.

Comments

28 Aug 2013 - 14:07
Hamid Sirhan's picture
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Something that's not noted here but which is clearly an important reason for this is because Facebook is already rife with these competitions. I've not heard of a single solid example of Facebook taking action against any Page of note running a competition in clear breach of its (Promotions) guidelines.

So it's decided to better protect itself legally by putting more of the legal burden on brand Pages running these competitions

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28 Aug 2013 - 14:49
joshhamit's picture
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Good thoughts on the changes. Not a fan of the like/comment/share competitions, but I suppose these drive more participation and engagement from users which in theory should push a business' page into more peoples newsfeed!

Josh

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28 Aug 2013 - 21:10
BrettCooper's picture
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Just one point. Apps do work on mobile if they are built in a mobile optimised way.

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29 Aug 2013 - 09:52
joshhamit's picture
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@BrettCooper You cannot open applications within pages on Facebook in any way..... can you?!

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29 Aug 2013 - 13:36
dicoke
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Actually, Like and Share competitions aren't fair game - sharing as a condition of entry is still not allowed according to the updated Page Terms of use.

'“share on your Timeline to enter” or “share on your friend's Timeline to get additional entries” is not permitted'

Still, it's not as if anyone will take any notice...

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29 Aug 2013 - 14:01
biggs77725's picture
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FB knew about the what contestants face when it comes to voting - ie fake votes from fake accounts. FB can't control them or rather they wouldn't want to. Why would they? After all, more fans (real or fake) means better for them. And it is no longer a secret that there are major companies or syndicates selling fake LIKES, fake votes, for a fee. Who are these people making money off Facebook? Do they have a hand in this? I dont know.

And because of this, many people are turning to creating more and more fake accounts just to have an edge in competitions. Is this fair game? Who are the real beneficiaries? The sellers of course.

So for those who are not doing it just yet, we are going to lose out big time because the world is all about cheating.

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