Facebook recently updated its policies and now allows businesses to run promotional contests on their business Pages.

Facebook recently removed the requirement that brands’ paid ads be run through applications, which means marketers can now distribute their sponsored online content directly on company Page Timelines. The move is expected to make it easier for businesses to run social media marketing promotions that generate leads and fuel conversions.

Of course, Facebook imposed guidelines to regulate contests. While a business can ask followers to write a product name on its Timeline, the company cannot request participants tag themselves in photos with products. However, they can now collect entries through Page posts and comments, messages and Likes.

Facebook’s recent updates to its ad policies appear to be paying off. The company reports its share of global mobile internet ad revenues increased around 10 percent between 2013 and 2013. This year, the social network is projected to earn 15.8 percent of all online mobile ad revenue, second only to Google’s 53.2 percent, according to a report compiled by eMarketer.

Sponsored ads can provide brands with more reach as they entice new prospects to engage with their social media content, but they must also have high-quality organic updates to support their campaigns. Once Facebook users opt in to updates, marketers must distribute brand content to create two-way dialogues rather than solely promoting their businesses.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.