In September Facebook announced it would start charging for its Facebook Offers service. Facebook Offers began earlier this year as a way for businesses to show offers on their fans’ News Feeds, allowing users to see and redeem whatever the offer might be — essentially an online coupon service for Facebook users. In May, Facebook went public and its stock has performed poorly since then. In an effort to drum up more cash, voila, a formerly free service is now one businesses will have to pony up for. Facebook Offers is also now tied to its ad service, which makes sense, since coupons are a form of advertising. Now, those wishing to place a targeted offer on News Feeds will be required to purchase a Facebook ad.
What does any of this have to do with independent music acts? Facebook has now expanded what types of businesses can use Facebook Offers. Before, a business had to have a physical location; now online-only businesses, including musicians and bands, can participate, meaning fans can redeem the offers at the band’s or artist’s website.
How it works
When you post an offer, it shows up on the News Feed of people who have liked your page. Fans can then click “Get Offer” to redeem the offer and share it with their friends. The minimum charge for a page admin placing an offer is $5, but that rate increases with the more likes a page has, so someone with 5,000 likes will pay more to post an offer than someone with 500 likes. A good way for musicians to use the service is to create an offer for a discount on merch, a new album or admission to gigs. Fans then redeem the offer with a bar code or a redemption code that can be used either online or in-person at a gig. After fans click the “Get Offer” link they are sent an email with further instructions on how to redeem the offer. This is an affordable marketing opportunity for bands and musicians who have a wide and active fan base on Facebook.
Getting started
Sign into your Facebook Page. From the Admin Panel at the top, click on the Help scroll down button, then Visit Help Center. This will either take you to directly to the Help Center home page where you’ll see a menu on the left side of the page, or directly to the Managing a Page section of the Help Center. If it doesn’t take you directly to the Managing a Page section, click on that option from the menu on the Help Center home page, then click on Posting & Moderating Posts by Others, then on Offers for Page Admins. This page contains all the info you will need about creating an offer, including answers to questions about costs, adding bar codes and online redemption codes to the offer, and how to stop running an offer.
One important final note: you can only use the Facebook Offers service to create an offer if your page has at least 400 likes. If you don’t have 400 likes yet, get busy gaining new fans and encouraging your existing fans to share your page on their Timeline.
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If you like Facebook Offers, then try Peacock http://getpeacock.com: a free tool for merchants to bring their Facebook Offers to Twitter. Different from how you normally post offers on Twitter – when users claim your offer via Peacock, they retweet your offer to their followers and help it go viral. No minimum followers required. It’s the fastest and easiest tool for publishing offers on Twitter.