[Updated at 4:08 p.m. ET.] A smart reader has pointed to another one of Facebook's guidelines on contests, which suggests that USA Today is, in fact, in compliance.
No. 5 on the list of guidelines says: "You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall."
My earlier post: As USA Today pushes forward with a sweepstakes designed to boost the number of fans on its Facebook page, it appears the newspaper is violating the social network's promotions guidelines.
No. 5 on the list of guidelines says: "You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion."
The guidelines, last revised on May 11, don't detail the consequences for non-compliance. Generally speaking, however, violating a company's terms of service and other such guidelines can cost a user their account.
USAT's promotion requires that users "like" the paper's Facebook page to be eligible to win one of two new iPad 2's. To increase the odds of winning, the paper suggests users forward a link to the sweepstakes form to other users.
Using an outside vendor
The newspaper's specific role in developing the contest is unclear. The contest form appears to have been developed by Fan Appz of Santa Monica, Calif. The company, launched in 2008, helps "many of the leading brands engage, grow and monetize their fan bases through Social Media,'' according to its website.
Companies are increasingly turning to social media sites like Facebook and Twitter for marketing. USAT, for example, uses its Facebook page to promote content in the paper. Users who "like" USAT's page receive the paper's news feed, which usually includes links to the paper's content.
Launched last Wednesday, the paper's sweepstakes has had a bumpy ride. Almost immediately, the contest entry form became inoperable because of software problems the paper attributed to outside vendors that it didn't identify. The form has since been fixed.
Gannett Bloggers have been especially interested in the sweepstakes' apparent introduction of a new branding tagline for USAT: "News that's real." You can read their reaction to the contest here.
No. 5 on the list of guidelines says: "You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall."
My earlier post: As USA Today pushes forward with a sweepstakes designed to boost the number of fans on its Facebook page, it appears the newspaper is violating the social network's promotions guidelines.
The guidelines, last revised on May 11, don't detail the consequences for non-compliance. Generally speaking, however, violating a company's terms of service and other such guidelines can cost a user their account.
USAT's promotion requires that users "like" the paper's Facebook page to be eligible to win one of two new iPad 2's. To increase the odds of winning, the paper suggests users forward a link to the sweepstakes form to other users.
Using an outside vendor
The newspaper's specific role in developing the contest is unclear. The contest form appears to have been developed by Fan Appz of Santa Monica, Calif. The company, launched in 2008, helps "many of the leading brands engage, grow and monetize their fan bases through Social Media,'' according to its website.
Companies are increasingly turning to social media sites like Facebook and Twitter for marketing. USAT, for example, uses its Facebook page to promote content in the paper. Users who "like" USAT's page receive the paper's news feed, which usually includes links to the paper's content.
Launched last Wednesday, the paper's sweepstakes has had a bumpy ride. Almost immediately, the contest entry form became inoperable because of software problems the paper attributed to outside vendors that it didn't identify. The form has since been fixed.
Gannett Bloggers have been especially interested in the sweepstakes' apparent introduction of a new branding tagline for USAT: "News that's real." You can read their reaction to the contest here.
Note: A sharp-eyed Gannett Blogger pointed out USAT's possible Facebook guidelines infraction.
ReplyDeleteImagine if USAT lost its FB account because of this violation? We would be ridiculed.
ReplyDeleteAnd we're not now?
ReplyDeleteI doubt that would happen unless the paper was a repeat violator and ignored well-publicized signs that it had possibly violated rules.
ReplyDeleteif they're using fan appz or another third party then they're probably okay. The vendors are generally approved by facebook and run the contests well within the FB guidelines.
ReplyDeleteThis is a non-issue.
The easy way to find out if they are in violation is to lodge a complaint to FB.
ReplyDeleteIn the past multiple complaints would place the page in jeopardy and subject to removal.
Companies run this kind of thing all the time. The fact of the matter is that USAT isn't using it as a 'voting' mechanism.
ReplyDeleteThe 'sharp-eyed' reader is totally unfamiliar with FB's policies. This is definitely a non-issue.
Stop the presses!
ReplyDeleteAgreed about this being a non-issue. Read the guidelines more carefully. You can't use "Liking" a page as a means of registration for a contest, but you can require people to like your page to get access to forms that come from Facebook Apps.
ReplyDeleteI think 3:15 is correct, and I'm revising this post to reflect that.
ReplyDeleteOK, looks like maybe we're OK with the FB people. But, we're still on the hook for the lousy new tagline. FB can't help us there!
ReplyDeleteIt's not the new tagline
ReplyDeleteIs this the best USA Today's vaunted marketing team can come up with? Really? How lame.
ReplyDeleteI find it curious that USAT has reinstated the iPad 2 contest but have removed the reference to "News that's real" from the contest entry form. The entry form just says like USAT for a chance to win an iPad 2. Seems like what may have been a new tagline has been discontinued. Could the negative reaction to the tagline from this blog have contributed to its quick demise?
ReplyDeleteAs you know, news was fake when jack kelley was at USA today.
ReplyDelete5:14 - there is no question negative reaction to the tagline was the reason it was pulled. And don't believe anyone who tells you it wasn't going to be the new tagline. Just another marketing blunder by Maryam, Sandra, and Laura. It's clear why they were unemployed for so long.
ReplyDeleteSeveral months and hundreds of thousands in wasted dollars from now, someone in corporate will come up with the same conclusion as you, 11:56. meantime, let stupidity and misguided ideas reign.
ReplyDeleteBuild a better product and readers and advertisers will come. It's that simple. All the bells and whistles and corporate bullshit is a huge waste in time and effort. It's the content, stupid heads.
If this brand is truly in the hands of its marketing people, as many people seem to think, we are definitely f*cked. My Uncle Harry knows more about marketing right now than these clowns. And he died 10 years ago!
ReplyDelete11:56 & 12:30 hit the nail on the head. When was the last time anyone in management talked about better quality content? Maryam? Susie? Hunke? Micek?Any of their senior vice presidents?
ReplyDelete