Rules and regulations governing the execution of contests and promotions is nothing alien. We?ve been doing it so long it?s in our DNA. But what comes second nature to us on-air may not hold water in the social media world. In fact, the ongoing casual conversations our stations and air personalities are having on corporate, and even their private Facebook accounts, may be violating Arbitron or Facebook (or both) guidelines and terms of use this very minute. Gulp.So in the interest of avoiding nasty letters loaded with dazzling legalese or endangering your stellar ratings results, here?s a summary of what Arbitron doesn?t like on Facebook and Twitter, and what Facebook doesn?t like when you?re using them in a promotion. If you?re good and read all the way through, I?ll even give you a bonus warning about the new Facebook Timeline that?s coming at the end of the month.
Arbitron
Here?s what Arbitron cares about and always has. They want survey participants to be completely anonymous. They don?t want them giving false info (rating distortion) or giving a station unfair preferential treatment (rating bias). So, since they?re supposed to keep their mouths shut, you can imagine how Arbitron?s eyebrows would go up if they saw someone talking about being in their survey on Facebook. If they see interaction between the participant and a station, the eyebrows go up even higher. So don?t fish for participants online, and squeal like pig if one reveals themselves.
Did you know that Arbitron has computers too? And they monitor social sites all the time. Not just the station?s, but the accounts of your personalities if they?re using their on-air name. Nice feeling huh? You can?t discuss ratings on Facebook and Twitter, even if you want to brag. Arbitron thinks that prompts participants to reveal themselves. I didn?t say I agree with all their policies, I?m just listing them.
Just make sure your staff, especially your air staff, knows that the rules for Arbitron are the same on social as they are for on-air. If your station wants to post something and you?re not sure about it, Arbitron will check it confidentially for you and let you know if it?s okay.
But here?s what they really hate. You can?t use Facebook functionality to register or enter people. Liking a Page or checking into a Place can?t be an entry. You can make people Like your Page in order to play (that?s called fan-gating), it just can?t be the entry. You can?t make registrants use Facebook functionality, such as comment on a post, or share it, or upload a photo on a Wall. And you definitely can?t use the ?Like? button as a voting mechanism. Lastly, you can?t use Facebook to notify winners.
There?now you can?t say you didn?t know. Now for the bonus I promised. One of the most prominent features of the new Facebook Timeline for Brands Page you?re about to get is the large cover photo at the top. Many of you are probably already crafting this soon to be iconic image. BUT?there are rules for what you can and can?t include in that image, and you can read about them in my Vitrue blog.
Mike Stiles is a brand content specialist with the social marketing tech platform, Vitrue. Check out his monologue blog, The Stiles Files & follow him @mikestiles
For more articles from Mike Stiles about Social and Digital Media go HERE
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