Facebook guidelines simplified for local media

Still confused? Here's how the experts boil down the new rules for local media

Posted 6/2/12

Here is a summary of what you need to know, followed by a copy of the actual rules and updates as of June 2012, with explanations of the ambivalent points:

Overview: Essentially Facebook's new guidelines wants all the contesting off the wall and native apps, and to take place in third party apps, behind the tabs. They want the wall to have the integrity of posting, feeds and other native apps such as events and galleries. Theoretically, contests could artificially create updates - and thus traffic for businesses - taking the place of "real" engagement Some of this information is from one of Second Street Media's terrific free webinars, so we appreciate their work educating lcoal media; any errors in the information however, are LocalMediaInsider's. So here is what you can and cannot do, as a local media company:

1. Media cannot set up contests which are entered directly on Facebook via native applications such as:

-Like-gating (unless through a third party app)

- posting to the wall

- uploading a photo

- sharing the post

- commenting on a thread

- status updates

- checking in at a place

- connecting to an app (unless it is it the third party contest app)

2. Like-gating, photo uploads, answering questions, etc., however, is allowed for contesting when using a third party application on one of the custom tabs.

These third parties include SecondStreetMedia, Wildfire and Shoutlet. While Facebook asks for pages to submit contests for approval - this is NOT neccesary if you use one of these pre-approved third parties. This is actually a benefit for media companies, since it makes it much more complex for local businesses to set up their own contests.

By using the third party app in a tab, you can require posting of photos, videos and essay contests as a condition of entering a contest. They just will not expand the galleries or traffic to the wall, which is what Facebook is trying to avoid. However, after the contest, you can allows post winning entrees as news items.

4. Media cannot use Facebook to notify winners of contest results. This includes using updates, chat, or messages. However, you may acknowledge winners and repost winning photos or recipes on the wall. At this point it is "news" not a notification.

5. You may not utilize Facebook's name as a co-sponsor or administrator, or explicitly require joining Facebook to enter a contest.

However, entering the contest will prompt entrants to join, anyway, and that is allowed. So it is really uneccesary to make this request. It's all in the language of your promotion. And you can also use the name Facebook when driving people to the custom tab. It's the fine line between, "Enter our Facebook Contest to win a free Honda" and "To enter our Honda Contest, go to WABX/Facebook" and requiring a like.

6. Facebook requires a "release" from contest participants.

This can be a checkbox in general contest rules, which the third parties have. In the release will be the following key elements:

- Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
- Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.

- A release from liability if you break any of the consumer advocacy rules designed by Facebook, involving age, alchohol, etc.

7. Specifically prohibited by Facebook are the following contests:
- whose entrants are under 18
- that involve use or prizes of alchohol or tobacco
- that require purchase of a product
- that require a "lengthy" task for completion. Here the rules are also ambivalent, but not considered "lengthy" are most essay, photo and video contests.

8. You are not permitted to use the cover photo or three lines of cover text to promote a contest.

Essentially, Facebook really wants those contest entries off of the Facebook home page.Though not in the promotions section, Facebook's cover restrictions clearly state this policy. You may use a spotlight or update to talk about a contest that is running, or "pin" the contest (select the pencil icon above the post, and it is removed from its current location and moves to the top lines for a week, with the stipulation that you can pin just one item at a time). However, in this case it is a news item about the contest, which solicits to the tab page, not a direct entry. This is not allowed on the cover photo, 1080 by 180 icon, or three associated lines of text. Soliciting likes and news tips is permitted.

9. Media are requested to direct viewers to their Facebook tab page, rather than home page to enter a contest

On the home page, viewers would have to hunt around for the contest anyway.

You can promote directly to the tab page to join the contest. Since tab URL's are really, really long, the best way to promote directly to a tab is to create a static page the media's own site, that automatically redirects to the Facebook tab. A reasonably experience web or IT manager can do this. So for example, instead of Facebook/WBAX being the home page for the contest, promote to http://WBAX/facebook and redirect that page to the tab with the 55 character URL.

10. Media is still allowed to solicit comments, photos etc. that are not part of a contest. Some site editors will pull a photo from solicited photo as the cover photo for that week. Technically, that's not a contest, as long as it is not specifically set up as a contest. In other words, you can post that the editor will select from fan photos, and it slides under the rules. It's cutting a little close. ABC7, which does a daily "Good Morning" to a fan both on-air and on the Facebook page solicits through a tab, but also puts an announcement on the wall.

That's all you really need to know, as of June. 2012. Many thanks to Second Street Media and to Tim D'Avis of Lee Enterprises for helping us provide a more succinct break down of the rules. Any errors are attributed to LocalMediaInsider and not to them, nor does this constitute a legal opinion, but an understanding of the rules in common practice as of June 1, 2012.

For those who have not seen it, here's the actual Facebook guidelines, in all their ambiguity below (or go to this link).

Date of Last Revision: February 29, 2012

Facebook Pages Terms

The following terms, as well as our Data Use Policy and Statement of Rights and Responsibilities, apply to all Pages on Facebook. Additionally, all content on Pages must comply with our Community Standards.

I. General

A. Only authorized representatives may administer a Page for a brand, entity (place or organization), or public figure.

B. Any user may create a Page to express support for or interest in a brand, entity (place or organization), or public figure, provided that it is not likely to be confused with an official Page or violate someone's rights.

C. Content posted to a Page is public and viewable by everyone who can see the Page.

D. You are required to restrict access to Pages (through our gating functionality) as necessary to comply with applicable laws and Facebook policies, including our Advertising Guidelines and Community Standards.

E. You may not establish terms for your Page that conflict with our Statement of Rights and Responsibilities, Data Use Policy or these terms.

II. Page Management

A. Page Names and Facebook Web Addresses

Page names and Facebook Web Addresses must accurately reflect Page content. We may remove administrative rights or require you to change the Page name and Facebook Web Address for any Page that fails to meet this requirement.

Page names must:

i. not consist solely of generic terms (e.g., “beer” or “pizza”);

ii. use proper, grammatically correct capitalization and may not include all capitals, except for acronyms;

iii. not include character symbols, such as excessive punctuation and trademark designations; and

iv. not include superfluous descriptions or unnecessary qualifiers.

B. Name Changes and Migrations

We will only process name changes and migrations that do not result in a misleading or unintended connection. For example, we will allow local to global migrations, such as “Facebook France” to “Facebook”, but will not allow global to local migrations, or location to location migrations, such as “Facebook France” to “Facebook Russia”. Additionally, you may not request a name change or migration that would result in re-categorizing a product Page to a brand Page, a generic or opinion Page to a brand Page, or a Group to a Page. All migrations are at our discretion and are final.

C. Collection of Data

If you collect content and information directly from users, you will make it clear that you (and not Facebook) are collecting it, and you will provide notice about and obtain user consent for your use of the content and information that you collect. Regardless of how you obtain content and information from users, you are responsible for securing all necessary permissions to reuse their content and information.

You will not collect users' content or information, or otherwise access Facebook, using automated means (such as harvesting bots, robots, spiders, or scrapers) without our permission.

Any data you obtain from us must comply with Section II of our Facebook Platform Policies.

III. Page Features

A. Advertising on Pages

Ads and commercial content (including Page post content) are subject to the Advertising Guidelines.

Third-party advertisements on Pages are prohibited.

B. Cover

All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can't be deceptive, misleading, or infringe on anyone else's copyright. You may not encourage people to upload your cover to their personal timelines.

Covers may not include:

i. price or purchase information, such as "40% off" or "Download it on socialmusic.com";

ii. contact information such as a website address, email, mailing address, or information that should go in your Page's "About" section;

iii. references to Facebook features or actions, such as "Like" or "Share" or an arrow pointing from the cover photo to any of these features; or

iv. calls to action, such as "Get it now" or "Tell your friends."

C. Applications on Pages

Apps on your Page must comply with the Facebook Platform Policies.

D. Offers

Facebook may not be a suitable place for every type of offer, and you are solely responsible for determining if Facebook is the appropriate forum for your offer. If you create an offer using Facebook’s offer creation tool, the following policies apply:

i. You are responsible for ensuring that your offer complies with these terms and all applicable laws, rules and regulations. Offers are subject to many regulations (such as alcohol discounts and offers marketed to minors) and if you are not certain that your offer complies with applicable law, consult with an expert.

ii. If there are any restrictions on your offer (such as expiration date or limitations on redemption), you must disclose those restrictions to users in the terms and conditions section of the offer.

iii. You are solely responsible for improper redemption, fraud or other issues that arise from the distribution and/or redemption of your offer.

iv. If your offer may be redeemed at a merchant not operated by you, it is your sole responsibility to communicate with the participating merchant.

v. You must not use Facebook’s offer creator to offer the equivalent of a gift card, gift certificate or stored value card.

E. Promotions

If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtaining necessary regulatory approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a promotion. Promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an expert.

i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.

ii. Promotions on Facebook must include the following:

a. A complete release of Facebook by each entrant or participant.

b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.

iii. 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.

iv. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.

v. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.

vi. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.

vii. Definitions:

a. By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners.

b. By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post.

We reserve the right to reject or remove Pages for any reason. These terms are subject to change at any time.

That's it! Simple enough right? Appreciate any insights, feedback or comments.

Keywords

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