Please, stop the shares!
Dear Big Brand*
Several of my readers have contacted me, disappointed that you insist on asking people to share a Facebook post on their personal profile to enter your prize draws.
What you should care about is treating all entrants fairly.
If you ask people to share a Facebook post, you’ve just messed up any chance of your prize draw being fairly administered, or CAP Code compliant. Never heard of the CAP Code? It’s the rulebook for all UK prize promotions – if you don’t comply, you could soon have the Advertising Standards Authority calling you up asking why not, and publishing a ruling against your brand. Which can be a real pain in the arse!
Why isn’t it fair to ask people to share?
Because of privacy settings, a Facebook page owner can’t see all shares of their post. Most Facebook users will have privacy enabled on their account so their share will be set by default to ‘Friends’. A page can only see shares set to ‘Public’, as my YouTube guide demonstrates.
Compers know they need to share to ‘Public’, and that’s why they pick up most of the prizes in ‘Like & Share’ promotions. But most of your non-comping fans won’t have a clue that their shared entry is only visible to their Facebook friends and not to you. So all those fans are excluded from the draw, even though they followed the instructions to ‘share’ – it’s not very fair is it?
What’s the solution?
Simply ask for a Like & Comment on the post. You can choose a random winner easily using Fanpage Karma or Woobox, and reply directly to the winner or message under their comment. Most of your lovely Facebook fans will share your competition post anyway, so you’ll still get tons of exposure. We’re just asking for a tiny change – you could add ‘We’d love it if you shared this great prize draw with your friends!’ to your post. All we ask is that you please don’t make the share a condition of entry.
Di Coke (and lots of other frustrated Facebook users)
(*I’m talking to you Benefit, Cafe Rouge, Smyths Toys Superstores, Halfords, Intu, Red Letter Days, Shloer, Go Ahead, The Range, Fragrance Direct, L’Oreal, Londis, Viners, Poundworld, Jones Bootmaker, Toby Toymaster, Dirt Devil, Candis, Costa, and hundreds more!)