Here's disappointing news for every consumer who likes to "like" a page on Facebook just to get a $10 off coupon or a by-one-get-one-free offer.
The social network has blocked companies from requiring customers to like a Facebook pages in exchange for contest entries or other company rewards — a practice known as like-gating.
According to a Facebook developers blog post, effective Aug. 7, companies are prohibited from incentivizing customers to “use social plugins or to like a page.” It's still acceptable to ask people to like your page — but they have to like it because, well, they actually like it. Existing apps have until Nov. 5 to comply with the new mandate.
Jim Belosic, CEO of ShortStack, said the move shouldn’t be a big surprise to most seasoned social media marketers. “The overall reaction has been great because I think that many businesses saw this coming, or if not, had turned away from Like-gating on their own over the last six months to a year,” he said.
So, why have companies moved away from like-gating, and what can marketers use in its place?