Facebook Say No to Like-Gating - Piranha Digital

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Facebook Say No to Like-Gating

By piranha

27th October 2014

Facebook have recently made changes to their site, with banning the use of Like-Gating by businesses at the top of their list. They have said that users ‘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. It remains acceptable to incentivize people to login to your app, check-in at a place or enter a promotion on your app’s Page.’

This means that the pages which use the social platform for merely their own gain will be penalised by the multibillion-worth company. The most common pages which do this are the “like to win a free laptop/IPad/ holiday”, which are constantly popping up on all of our news feeds.

By doing this, Facebook wants to encourage companies to reach out to users who have an interest in their work, rather than trying to attract people who have no interest other than the prize that is on offer. This also encourages people to invest in the site’s Ad service, which is probably Facebook’s own incentive for making changes to the platform policies.

Business pages will no longer be allowed to make liking the page compulsory, but will instead have to ask users to do so. This is expected to put less focus on the company, compared to if the compulsory liking system was in place.

This has brought a lot of negative criticism from site users as many think that it will hurt small business pages that don’t have the income to invest in the ad system. These types of companies often rely on competitions, discounts and freebies to draw attention to their accounts and therefore increase profits.

The changes will be coming into place on the 5th November, at which point the company will remove any content that is in violation of the new no Like-Gating regulation. It seems only time will tell whether this introduction of the new regulation will be beneficial or destructive to its business users.

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