Social media platforms across the board are attempting to regulate advertisers. This is not so much a strike against marketers, but it is more of an effort to have quality content and sincere interaction.

"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."  Harshdeep Singh, Facebook developer

 With that being said, Facebook has issued a change to its policy to ban like-gating. Users have 90 days to comply.

What is Like-Gating

Like-Gating occurs when a business page installs an app such as PageYourself that presents a screen asking users to like the page if they have not. This could be a full ad that solicited a like or a small banner at the top of the Facebook page.

Once the user likes the page, they are typically rewarded with a special discount or offer.

Unfortunately for marketers, this is a highly successful method for gaining likes. However, it may not always lead to quality likes.

The Ban

Facebook recently released a statement informing app developers of the newest change.

"You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page." Harshdeep Singh, Facebook developer

 App developers are not the only ones taking a hit with this change. Those of us on the marketing end may have already launched like-gating campaigns with hopes of increasing numbers. However, after 90 days is up we will no longer be required to like a page for special offers.

Next Steps

There are still plenty of tactics for gaining likes that are quality on Facebook. Again, this is not malicious, it is just to cut back on spam. Now if we could only get a policy to have people stop inviting me to play Farmville on Facebook we will be golden!

Here are a few alternatives to building a Facebook audience without like-gating.

Action-Gating
You can still reward a user for performing an action on your page. As long as it is not liking your page you are in the clear.

Engage and build your audience with the following actions:

• Checking-in
• Reviews
• Comments
• Sharing
• Inviting friends

Content
This should not go without saving, but content is king. Create intriguing content that people want to share. You may even go viral!

Expanding Beyond Facebook
Speaking of which, take your campaign beyond Facebook.

• Leverage your most popular social media platform to build up your least popular platforms
• Add a specific social media section to your website
• Offer incentives on your website for engaging with social media
• Use your print advertising to advocate social media

Read more about alternatives to like-gating on Social Media Today. 

You can still have a successful social media campaign despite the new changes. Typically, when one door closes, another one will open. 

If you're interested in launching your own social media campaign, contact a Blue Archer profession.