Bankers, don’t get your Facebook page shut down

Pity a bank marketing staff. Already saddled with restrictions, disclosures and regulations, marketers now need to pay very close attention to Facebook’s rules when running an online bank promotion, lest it run afoul of Facebook’s terms of service.

The Financial Brand recently cited a number of key guidelines.  Here’s a quick summary of some of the top virtual potholes to watch out for:

You cannot make people “Like” you.

Facebook clearly states: The act of liking a Page or checking into a Place cannot automatically register or enter a promotion participant.” 

Yet, an online search quickly reveals a number of bank and credit union sites sporting recent messages such as:

“Attention fans! It’s Tote Bag Tuesday! Just like this post or comment for your chance to win the tote bag and all the contents. We will randomly draw from everyone who likes or comments!” 

Or this: “Like us” on Facebook and have a chance to win 4 tickets to the [Concert]! (We will pick the 5th, 10th, 25th, 30th and 50th person who likes us!) Only one “Like” per person for the contest please!”

You can’t require people to comment on your Wall.

Another rule states: “You must not use Facebook features or functionality as a promotion’s registration or entry mechanism.”

Again, another online search shows this from a community bank last month:

“Time for another fun give-a-way!! Now through Friday…post your favorite holiday memory on our wall and you’re automatically entered to win a $25 Gift Card!”

Other tips:

-You can’t ask people to mention your Facebook page as a condition to enter a contest.

-You can’t ask people to vote for winners using the Like button.

-However, you can run promotions, with the caveat that, “All promotions must be administered through a Facebook app.” (Don’t worry, there are a number of off-the-shelf apps with promotions’ templates already built in.)

Final advice?

Here are four easy steps to keep your Facebook efforts in line:

1. Read the “promotions” terms of service.

2. Next, read the “Termination” clause (item #14), and pay extra attention to the line, “If you violate the letter or spirit of this Statement, we can stop providing all or part of Facebook to you.”

3. Make your social-media staff read this information too.

4. Finally, take your favorite compliance officer out for lunch and review the rules. 

Compared to the possibility of having your bank’s Facebook page shut down, these steps will be worth the investment of your time, and you might even get a “like” from your compliance officer.