Want to promote your company on Facebook? Know the rules!

Nearly every day I see organizations violating Facebook’s rules for promotion and it’s not just small businesses; major brands are executing Facebook schemes that could result in the company being banned from the site, which has started to crack down on violations.

Before you engage any promotion on Facebook you need to review the official promotion guidelines, but here are the basic rules you need to know about promotions on Facebook:

You must use a third-party application to manage any contest on Facebook, no matter how big or small the prize. What is a third-party application? Check out any of the following providers: Wildfire, Fanappz, Vitrue, BuddyMedia, Votigo, ContextOptional, BulbStorm, NorthSocial, Momentus Media, Friend2Friend or Strutta.

You can not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, liking a Page or checking in to a Place cannot automatically register or enter users into a promotion.

You can not require users to take 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 can not hold a contest that requires users to like a post, comment on a post, or upload a photo.

Facebook promotions are a very effective way to build up your fan base and generate buzz – just make sure you are following all guidelines or you risk your organization being banned from the site. Have questions about social media promotion? Contact me.

PR Playbook: Unprecedented Media Coverage for Border Security Expo

Summary:

Responsible for media relations for the 6th Annual Border Security Expo, a two-day event held at the Phoenix Convention Center. Event organizers wanted to generate local buzz for the event to both increase awareness and promote exhibitors.

Strategy:
Leveraging news topic of border issues in Arizona, combined with stunning visuals event provides, execute proactive media outreach to secure morning show lives on-location as well as recorded stories for evening news. Generate coverage in Phoenix and also pitch national reporters who cover immigration or border security.

Tactics:
In advance, sent out event media advisories followed by personal pitches to both local and national media outlets. Leveraged local media relationships to line up TV coverage through outreach to individual reporters and producers. During the event, posted photos and updates via Twitter, which generated second wave of media coverage the second day of the event where reporters could interview law enforcement attendees from around the world.

Results:
Coverage from every major news organization in Phoenix, including live television broadcasts on three stations; total of 8 TV stations (Phoenix and Tucscon), 3 newspapers and 4 radio stations. An Associated Press article and photo ran in newspapers across the country. Other national coverage included CNN, New York Times, NPR, FOX News and NBC Nightly News. Here are some examples:

eBay Named Top Social Media Brand

Social Media Reputation (SMR) Index Ranks 50 top brands on social media

A new study from London-based Alterian has ranked the 50 top global brands using social media and they name eBay as number one. The online auction and shopping website beat Apple (2nd), Google (3rd), Blackberry (4th) and Amazon (5th). According to the new research, eBay took the top slot due to the company’s long standing engagement with their customers through forums, which were introduced in the late 1990s, corporate blogging, Twitter and Facebook. Quick to adapt to new social media offerings, eBay has adopted Facebook’s Open Graph so customers can split the cost of a gift and pay for their share via Paypal. The company also takes a social approach to internal communications, featuring blogs, forums and discussions boards on the company intranet.
 
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