Brands are loading sweepstakes promotions to Facebook pages at a rapid clip, hoping to deliver some fun to fans, reward loyalists and maybe even pull in a few new admirers. But you shouldn’t do something just because everyone else is doing it. Does it make sense for your brand to run a sweepstakes on Facebook?
At its most basic, the answer will always be: “Look to your objective.” For example, if the target audience for your promotion is specifically the Facebook community, then go for it. And if your goal is to build brand enthusiasts, and you already have a significant number of people who “like” your brand page, then a sweepstakes that’s available as a reward to only your current, loyal Facebook fans makes sense.
But if you have plans to use your social media activity for more than just collecting likes—if you plan on moving fans of your brand into a permission-based marketing program so you can qualify them as prospects and nurture them into loyal buyers—then it makes more sense to firmly plant your sweepstakes entry, registration and data collection on a site that you control.