If you’ve been telling people who visit your brand’s Facebook page, or apps on your page, to “like” those things to get coupons, enter contests, or otherwise earn special rewards they wouldn’t otherwise get, you have until Nov. 5 to stop.
Late last week, Facebook changed its Platform Policy
to essentially ban the practice that has become known as “like-gating.” Here’s what the updated policy says:
Only incentivize a person to log into your app, like your app’s Page, enter a promotion on your app’s Page, or check-in at a place. Don’t incentivize other actions. Effective November 5th, 2014, you may no longer incentivize people to like your app's Page.
Violating the policy could result in the app’s removal from Facebook.
Facebook further explained its reasoning
for the change:
To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.
The Next Web
offers this piece of advice to social media managers who rely on “like-gating”: “If your Facebook Page isn’t growing organically, meaning you are giving it artificial boosts, you should probably reevaluate your strategy for adding users.”
What do you think, PR Daily
readers? Is the apparent end of “like-gating” a good thing for brands on Facebook, or is this a major setback?