Jon Loomer details pretty well the changes to facebooks promotion guidelines. While it does make it easier to do, what the the pros/cons of doing so…
on the Pro side:
Write a post, get engagement, pick a winner, fulfill the prize.
No need to create a tab or worry about creative. No costs involved with these things either.
You also don’t have to worry about having your contest work from a mobile device — which apps, by default, do not.
on the Con side:
Let’s be honest here. The vast majority of Facebook contests were already being done this way.
And let’s not forget the changes to EdgeRank that now list posts that ask for likes, comments and shares as LOW QUALITY content. Isn’t that exactly what running a contest on your timeline will be doing?
While there clearly is some benefit to using promotions in this manner, it’s best not to go too crazy just yet until we see how this will all shake out.