Facebook Moves to Ban 'Like-for-Downloads' Schemes, Other Incentives for 'Likes' on Social Media Platform

Musicians and certain music coverage websites (ahem) may have to find a new way to promote their wares now that Facebook has cracked down on "Like to Download" strategies.

The concept is simple and we've all seen it: A performer offers a free download of a song in return for a "like" on their Facebook page. Seems like a win-win, but according to the social media giant, such transactions delegitimize performer/fan relationships and the site in turn.

Behold the official ruling:

"You 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. [...] To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike."

Music Times advertising guru Dennis "Warhammer" Witpen would probably disagree with the last sentence in that declaration from Facebook. In a world dominated by social media, the number of "likes" on a Facebook page is a legitimate indication of power. The more "likes" a site such as Music Times has can be used as a tool when wooing advertisers. Musicians can do the same thing when wooing labels or sponsors.

The new policy will go into full effect on November 5. It's an opportunity for MySpace and Soundcloud to grab both users and attention if they can offer a better deal for fans and listeners.