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Attracting the Right Fans with Your Facebook Contest

Posted on: June 18, 2013
Tags: Social media marketing
Facebook Contest

Are you thinking of running a contest on Facebook?

Have you run a contest and had little success with retaining fans past the award date?

One goal of a successful Facebook contest should be to recruit fans who are genuinely interested in you, while avoiding the fans who are only interested in material gain.

These five tips will ensure that your contests attract genuine fans:

#1: Award Appropriate Prizes

Don’t offer attractive prizes that have nothing to do with your brand. An appropriate award deflects the prize-hunters who hide your posts or unlike your Page as soon as the prizes have been awarded.

Offer a prize that interests your current or future customers. If your contest attracts entries from people who have no reason to become your customer, change it.

#2: Choose Your Winners Wisely

Many contests use a system of votes (photo competitions) or point accumulations (quizzes) to identify finalists or winners. These methods animate your campaign, boost engagement and can increase the chances of the contest going viral. But they should never be the only methods used for choosing your winners.

Awarding prizes to photo submissions that have received the most votes or to the highest scorer on your quiz is a sure way to incite cheaters and prize-hunters to distort the rules of your game. They may enroll as fake participants who have no interest in your brand, generate dummy votes or find the correct answers in one of the many online forums about game competitions.

Add an element of chance to discourage cheaters and unscrupulous participants. There’s no point in going to the trouble of cheating when ultimately the chance of winning is random.

#3: Enforce Identification Using a Facebook App

Some Facebook contests don’t require entrants to accept an app installation on their profile in order to participate. These competition providers feel the install request may reduce the number of participants.

This is untrue. Using a Facebook app install request does not reduce the number of participants significantly.

It’s relatively easy for people to create numerous dummy email accounts. It’s much more challenging and time-consuming for them to create a large number of fake Facebook accounts. Facebook is constantly policing fake accounts and deleting them.

To limit cheaters, use an application specialized for contests that requires people to register and install before participating.

#4: Enable Sharing Options With Care

Rewarding contestants who invite their friends to participate in your contest by entering them in a second random drawing can increase your campaign’s visibility.

This tactic can also increase the risk of attracting participants who have no value to your business.

If your products appeal to a large base of consumers, there’s no reason not to make use of sharing options. But you’ll want to limit this type of engagement if your products are very focused or targeted at a niche audience.

#5: Identify and Ban Potential Cheaters

If you’ve meticulously followed the advice above, you’ve likely avoided creating a playground for cheaters and prize-hunters. But what about the clever few who slip through? You owe it to your genuine contestants to identify scammers.

When all the friends of one participant or all the votes on a photo have the same IP address, you’ll want to ban the identified participants. This is another option your campaign app provider should offer you.

Contests are a good way to grow and reward your audience. The key is to make sure that the community you attract with each contest is genuinely interested in your product or service.

Need some help with your Facebook contest strategy?  Contact us today, and we would be happy to help you get started.

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