Archive for Social Media Policy
Realtor Association Execs: Social Media Risk Management Webinar Replay
Here is a replay of the Webinar Marcie Roggow and I presented to Realtor Association Executives this afternoon:
Watch Realtor AE: Real Estate Social Media Policies in News Online | View More Free Videos Online at Veoh.com
Social Media Risk Management (Legal) VREBC Webinar Replay
Social Media Risk Management (Ethics) VREBC Webinar Replay
Squatting Competitor Domain Names Is Ethical ‘No-No’
The National Assn. of REALTORS has a new provision in the CODE of Ethics prohibiting the practice of using or acquiring competitors’ domain names. Registering compettitors’ domain names does not “present a true picture” per Article 12. (We cover this in the Real Estate Social Media Policy and Procedure Manual.)
Article 12 REALTORS® shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations. REALTORS® shall ensure that their status as real estate professionals is readily apparent in their advertising, marketing, and other representations, and that the recipients of all real estate communications are, or have been, notified that those communications are from a real estate professional. (Amended 1/08).
(I have not received any compensation for writing this content and I have no material connection to the brands, topics and/or products that are mentioned herein.)
15 Tips About How to Behave in Online Community
Online newbies struggle mightily with Netiquette issues. I ponder this sometimes and wonder, “What would Sister Malachy have to say about all this misbehavin’?” Careful, thoughtful answers on major real estate Q & A platforms - Trulia Voices, Zillow Advice, and Yahoo! Answers can help you attract your ideal client - IF YOU ANSWER QUESTIONS WISELY and follow these rules!
- Read the WHOLE question before answering.
The first part of the question appears in bold face type. Often there is additional information in light typeface below it. One of the most common mistakes I see real estate professionals make is miss important points of the question. There seems to be a rush to answer questions first … many first answers are hastily written and thin on content. Take your time, read the whole question, and respond with a thoughtful answer. - Read the Community Guidelines.
Community Guidelines are designed to create a Web presence that nurtures online participation and information and knowledge gathering. If you have not read them yet, read them the next time you visit the site. - NEVER say, “Call me,” in an answer.
That is the surest, quickest way to turn off a consumer and create a contentious setting with fellow real estate professionals. “E-mail me” is equally offensive. When consumers read answers that contain rich answers they will click the profile link for additional contact information. - Sign up for e-mail alerts in your market area.
Answering questions in your locale will give greater weight to your profile when consumers search for real estate professionals in your area. Sign up for additional e-mail alerts at Trulia in your niche areas of expertise - financing, going green, rent vs. buy. Many of these questions originate in other areas but advice may be just as valuable from a real estate professional across the country. - Use caution responding to questions in other states and market areas.
Avoid answering questions governed by state regulations that vary widely. Example: Agency Questions - buyer agency, seller agency, dual agency, transactional representation. Real estate rules and regulations concerning agency and representation are good questions to address in your market area, but do not assume that your state’s direction applies elsewhere. - Respect other business models.
The real estate industry offers a variety of business models. There are full service brokers, discount brokers, limited service brokers, MLS-only brokers, buyer agents, real estate consultants, and other business models. Consumers have many choices in real estate. Respect and honor all business models. - Avoid sarcasm.
Sometimes humor can be misinterpreted as sarcasm. Be careful with edgy humor that others might find offensive. - Answer the question directly.
Cover all points in the question. Do not use canned responses that are the same from one question to another. - Do NOT answer the question if you do not have sufficient expertise.
Don’t give in to the temptation to weigh in on a question if your level of expertise required in an answer is not excellent. Strive for excellence each time you post! Read your answer twice and ask yourself, “Is this an excellent answer?” If the answer is, “No,” do not post it. - NEVER use profanity.
- Be generous with praise.
If another poster makes a good point, click the Thumbs Up button and feel free to acknowledge good answers with online praise. How do you feel when someone compliments you on a job well done? You can share good energy online with personal acknowledgment. This creates a feeling of warmth and solidarity within the community. You can accomplish this at Trulia Voices Q&A, Zillow Advice, and Yahoo! Answers and in blog comments on blogs on the Web. TIP: Make it a practice to say something nice about someone or another person’s question or blog post each time you visit the community. - Be patient when real estate professionals make errors.
Contact other realty pros personally and let them know when they make a mistake, and flag answers (there is a flag button at the bottom of posts) so platform moderators can take action. The best response to a poorly worded or uninformed post is a post that is well written and contains useful content. A good answer speaks for itself. - Proofread your answer before you post.
Check spelling and grammar and read your answer completely for sense and completeness. - Check your tone and tenor.
Do not chide, insult, demean, or attack another member of the community. When you have a difference of opinion with another member, outline your points on the merits of fact and experience. Do NOT make it personal. - The GOLDEN RULE is equally important online as offline.
Behave online as if you were face-to-face with other people on the discussion thread.
(This article is adapted from a blog post I published at Trulia Voices in 2008.)
Social Media Dysfunction: Is Your Real Estate Brokerage Impotent or Empowered?
I still draw blank stares when I ask real estate brokers how they survey the social media landscape. With few exceptions, most brokerages are still standing on the sidelines as agents engage with consumers online, build their own brands, and reshape companies’ brands with little or no intervention or participation by their brokers.
Sadly, a cadre of real estate agent outlaws succeeds daily in new episodes of ethical faux pas, antitrust violations, and fair housing missteps. I’ve illustrated several examples in my BUSTED series here. What’s a broker to do when an agent is caught misbehaving online?
- Document the event with screen shots.
- Conduct an in-person interview with the agent and obtain the details relative to the engagement (online conversation).
- Ask the agent log in to the web site where the infraction appears and DELETE the offending content.
- Review other content the agent has posted to see if there are similar posts appearing under that agent’s name.
Social media offers abundant opportunity to meet and greet new consumers online where their property search commences.
Social media also offers abundant opportunity to wreak havok on the Web.
The best first line of defense is a good social medial policy and procedure manual … Think about it!
Be responsible.
Be wise.
Reap the rewards of smart engagement … Prosper!
Pentagon Drafts Social Media Policy with Eye to Risk Management
The United States Dept. of Defense plans to release a Web 2.0 policy for engaging citizenry and sharing information. The social media policy will correspond to existing rules at the Pentagon in other channels, according to the DOD. The following appears in a report at the San Diego Daily Transcript:
“We’ve learned things over the years that we don’t just throw away because this is new,” said Jack Holt, the DoD’s senior strategist for emerging media. “There are sound, guiding principles in these things we’ve done over the years. All we have to do is go back to the basic intent and apply it to the new medium.”
For public affairs, it might mean that the command Facebook page and everything on it must be endorsed by the commanding officer before being published, just as they would a newspaper or other traditional correspondence, Holt said.
For troops on the ground, it might mean they cannot post information to a Twitter feed about exactly where they are headed and how long they will stay.
Decision to draft an official policy manual occurs during a corresponding across-the-board government initiative known as Gov 2.0 or e-Government. (Social media evangelist Craig Newmark shared his thoughts about that earlier today.) Will the DOD policymaking apparatus and Gov 2.0 collide or will they glide on the same path? I’m guessing this is the dawn of a new age in Washington that will see smart implementation of social media policy fostering transparency and engagement.
(I have not received any compensation for writing this content and I have no material connection to the brands, topics and/or products that are mentioned herein.)
