When you created your Facebook page for your business you ticked a box saying you’ve read and agree to the terms and conditions. I know, I know, of course you didn’t actually read them (and I don’t blame you, there are pages and pages to read) but ignorance is definitely not bliss.
As Facebook says “We reserve the right to reject or remove Pages for any reason.” And they’re not kidding. Don’t think you’ll get a warning either! Poof! One day it could just be gone.
Cover photo rules
You know that lovely big image at the top of your page? As tempting as I know it is, you cannot use it as an ad.
What does that mean? The list includes:
- Include your contact details – ie: no website address, no phone number, no email and so on. That’s what your about box and info page are for. Basically if it’s a way to get in touch with you, or if there’s a field for that information on your info page, then it cannot go in your cover photo.
- Include pricing or purchase information – ie: ‘40% off…’ or ‘Get yours now at our website…”
- Reference any “user interface element” – ie: you can’t ask for, mention or even use a graphic to point to Like, Share or any other Facebook feature. Facebook even makes special mention that you cannot encourage or incentivize people to upload your cover image to their personal timelines.
- Include calls to action – ie: ‘Get yours now’ or ‘Tell your friends’.
- Use an image you do not own or have the rights to use, that is false, deceptive or misleading.
By the way, your cover image should be 851 pixels wide by 315 pixels tall and under 100 kbs in file size.
Here’s where you’re going to feel guilty as these are broken all the time. It’s these rules that caused Velvet Burger to lose their page (and their 9,500 fans along with it).
- Run any sort of promotion, competition, sweepstakes etc on your Facebook page using Facebook’s features and functionality – ie: make sure you use an app or ‘custom page’ and not ‘like this update’ / ‘share this photo’ / ‘upload your photo to our page’ / ‘add a comment’ (and so on) to enter (a more complete list follows below).
- Hold Facebook responsible: So you must include a disclaimer that releases Facebook of any responsibility – eg: You’ve got to mention something along the lines of “This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook”. This is best put on the page/s of your app and in your terms and conditions on your website.
- Following on from above, you must also disclose who the entrant is giving their information to. The usual wording is “Participants are providing information to [your company name and the name of any other companies who see entrants information] and not to Facebook.”
- Use any Facebook features or functionality as part of the promotion or participation other than liking your page, checking in or connecting to your app.
- Use Facebook features or functionality as a promotion’s registration or entry mechanism – ie: the act of liking your page or checking in cannot automatically register or enter the person in your promotion. Basically a condition of entry can be to like your page but the fan must then complete their entry on your Facebook app or custom page.
- Use the Like button as a way of voting (eg: most likes wins is not okay). Any other Facebook feature or functionality cannot be used for voting either (eg: The person who invites the most new fans wins …)
- Notify winners through Facebook – ie: don’t use Facebook message, chat or posting on the winner’s page, your page or another company’s page to notify winners.
These rules apply when promoting your promotion as well! So when you advertise (eg: Facebook ads) or reference a promotion (eg: in a Wall post) you need to follow the rules
These types of promotions are therefore NOT OK (often called Wall Promotions) because you’re using Facebook features and functionality to run the promotion:
Share this [update / photo / video etc] to be in to win…
Upload a photo / video …
Every 25th new fan wins…
Add a comment …
Invite your friends to like our page …
Answer this question …
Photo with the most likes wins …
Whether promotional or not, whenever you collect content or information from a Facebook user, you have to make it clear that you (and not Facebook) are collecting it.
Your page name
Your page name and your Facebook username must reflect / match your company name.
So if your company sells milk called Moo Juice then your page name should be ‘Moo Juice’ or ‘Moo Juice Milk’ but not ‘Milk’ as you can’t call your page a generic term – eg: ‘Beer’ or ‘Pizza’.
Your page name cannot be entirely in capitals unless your organisation’s name is an acronym. So the Bank of New Zealand can call their page BNZ but just because your logo has your name all in capitals, if it’s not an acronym, your page name cannot be all caps.
You also cannot use character symbols, such as bullet points or excessive punctuation or trademark symbols, in your page name.
Before you run Facebook Ads, have a careful read through the Facebook Advertising Guidelines here. There are so many that it deserves it’s own article so for now you’ll have to do your own homework 😉
I think I’ve set a new record for the number of uses of the word ‘cannot’ in one article!
Given how often these rules are broken and the fact the Facebook’s terms and conditions sprawl over multiple pages; I hope you’ve learned a lot. Please consider liking or sharing this article with your network to help other business owners, marketers and page admins avoid falling into the page deletion trap! Just pick one of the sharing options at the bottom of the page or below, thank you in advance 🙂
DISCLAIMER: Do not use this article to decide if what you’re doing is or is not okay! Other than the fact that I haven’t made a complete list of ALL the rules, Facebook updates the rules all the time! You’ll need to do your own research or check it past your Facebook Rep or agency to be sure. You can get started here: http://www.facebook.com/page_guidelines.php