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SocialMediaCompliancewiththeLawandtheCode
Whatwewillcover
SocialMediaandtheLaw
SocialMediaandTheCode
Copyright Whenthingsgowrong
Definition:SocialMediaareprimarilyInternetandmobilebasedtoolsforsharinganddiscussinginformationamonghumans
SocialMediaCategories
• Socialnetworks—Connectwithpeople• Mediasharingnetworks—Sharephotos,videos,andothermedia• Discussionforums—Sharenewsandideas• Bookmarkingandcontentcurationnetworks—Discover,save,andsharenewcontent
• Consumerreviewnetworks—Findandreviewbusinesses• Bloggingandpublishingnetworks—Publishcontentonline
PlatformStatistics
1.6B 400M 100M200M320MMonthlyUsers
99% 63% 53%39%54%18– 34yearoldreach
1,000+ 340 20350110MonthlyActiveMins
Create Profiles•Createrobustprofilesonthesevenues
•Whoyouare,whattypeofrealestateyousell,whereyousell
•ObeyFLAdvertisingRules
6
Florida61J2-10.025 AdvertisingLaw
(1)Alladvertisingmustbeinamannerinwhichreasonablepersonswouldknowtheyaredealingwitharealestatelicensee.Allrealestateadvertisementsmustincludethelicensednameofthebrokeragefirm.Norealestateadvertisementplacedorcausedtobeplacedbyalicenseeshallbefraudulent,false,deceptiveormisleading.(2)Whenthelicensee’spersonalnameappearsintheadvertisement,attheveryleastthelicensee’slastnamemustbeusedinthemannerinwhichitisregisteredwiththeCommission.
Florida61J2-10.025 AdvertisingLaw
(3)(a)WhenadvertisingonasiteontheInternet,thebrokeragefirmnameasrequiredinsubsection(1)aboveshallbeplacedadjacenttoorimmediatelyaboveorbelowthepointofcontactinformation.“Pointofcontactinformation”referstoanymeansbywhichtocontactthebrokeragefirmorindividuallicenseeincludingmailingaddress(es),physicalstreetaddress(es),e-mailaddress(es),telephonenumber(s)orfacsimiletelephonenumber(s).
Florida61J2-10.025 AdvertisingLaw
(3)(a)WhenadvertisingonasiteontheInternet,thebrokeragefirmnameasrequiredinsubsection(1)aboveshallbeplacedadjacenttoorimmediatelyaboveorbelowthepointofcontactinformation.“Pointofcontactinformation”referstoanymeansbywhichtocontactthebrokeragefirmorindividuallicenseeincludingmailingaddress(es),physicalstreetaddress(es),e-mailaddress(es),telephonenumber(s)orfacsimiletelephonenumber(s).
YelpAccount
SocialMediaPersonalPage
SocialMediaBusinessPage
WhatareFacebookTerms?
www.fb.com/legal/termsRegistrationandAccountSecurityYouwillnotuseyourpersonaltimelineprimarilyforyourowncommercialgain,andwilluseaFacebookPageforsuchpurposes.
PosttoBusinessPageSharetoPersonal
Appsarewebpages
LimitedCharactersonSocial
NARprovidesexpectationinSOP12-5StandardofPractice12-5REALTORS®shallnotadvertisenorpermitanypersonemployedbyoraffiliatedwiththemtoadvertiserealestateservicesorlistedpropertyinanymedium(e.g.,electronically,print,radio,television,etc.)withoutdisclosingthenameofthatREALTOR®’sfirminareasonableandreadilyapparentmanner.ThisStandardofPracticeacknowledgesthatdisclosingthenameofthefirmmaynotbepracticalinelectronicdisplaysoflimitedinformation(e.g.,“thumbnails”,textmessages,“tweets”,etc.).SuchdisplaysareexemptfromthedisclosurerequirementestablishedinthisStandardofPractice,butonlywhenlinkedtoadisplaythatincludesallrequireddisclosures.(Adopted11/86,Amended1/11)
KnowandFollowNARCodeofEthics
ThingstoThinkAbout• Don’tcrowdsourcelegaladvice• Potentialbreachofconfidentiality• Differencesamongstatelawscanleadtoconfusion,misapplicationoflaw
• Groupboycotts• Avoiddefamationpitfalls
Whyareyoumakingapost?
Whyareyourespondingtoanotherpersonsposts?
Ifyouwereneveralicenseeandinadifferentprofessionwouldyoubemakingthepost?
Areyoudiscussingsomethingwithinthescopeofyourexpertiseasalicensee
TroublesomeSocialPosts
CodeofEthicsArticle15• Shouldnotattackorthreatenotherpeople/entities• Falsestatementsaboutpeopleortheirbusinesses
The Realtor® Code of Ethics are a set of high standards that Realtors® are held to, through the National Association of Realtors®. Article 15: REALTORS® shall not knowingly or recklessly make false or misleading statements about competitors, their businesses, or their business practices.
CodeofEthicsArticle12
• REALTORS®shallbehonestandtruthfulintheirrealestatecommunicationsandshallpresentatruepictureintheiradvertising,marketing,andotherrepresentations.REALTORS®shallensurethattheirstatusasrealestateprofessionalsisreadilyapparentintheiradvertising,marketing,andotherrepresentations,andthattherecipientsofallrealestatecommunicationsare,orhavebeen,notifiedthatthosecommunicationsarefromarealestateprofessional.(Amended1/08
TroublesomeSocialPosts- Article12
DONOTPOST:• InformationaboutatransactionthatareprotectedbyfiduciarydutiesorArticle12
•Discussionofcommissionandsplitsorbusinessmodels
•Mixingpersonalandbusinessposts•Providinginformationtoaconsumerrepresented
MoreTroublesomePosts
•Blindorstealthadvertisements,(sponsoredorclickthrough)
• Orlandoarearealestatedeals• PensacolaRealEstateResource• What'syourhomeworthinJacksonville
Remember...Itdoesn’tmatterifit’sapersonal,business,groupcommunityorothertypeofpage
WhatisthesingleLARGESTviolationonSocialMedia
SharingwithoutpermissionSharingsomeone'slistingwithoutpermission
Sharingwithoutpermission
• GetPermission• Sharealinkfromsomeoneelsethatidentifiesthepropertyastheirlisting
• Sharesomeone’slistingwithoutpermission- ASK• ShareanIDXsearchandputonyoursite- ASK
Do
Don’t
HowcanIadvertiseahouseNOTlistedwithme
HowcanIadvertiseahouseNOTlistedwithmeGETPERMISSION!!
Copyright
• Licenseesareprohibitedfromusingcopyrightedworkwithoutpermissionfromcopyrightholder
Thisincludesphotos•Ifyoudidn’ttakeityouneedpermissiontouseit
•Presumethephotographerownsthecopyright
•IntheMLS– photosbelongtothebrokerage
RoyaltyFree– Creativecommons.org
Resources
•www.creativecommons.org•www.istockphotos.com•www.pexels.com•www.shutterstock.com
UseGoogleAlerts
▸MonitorYourConnections
36
Google.com/Alerts
Google.com/Alerts
Quotes:“BobSmith”
Plus:“DonJohnson”+“realestate”
Minus:“DonJohnson”-“miami”
SocialConcepts
SocialObjects
SocialContracts
SocialCapital
Youarearealestateprofessional...OnlineandOffline
SocialObjects
Source:ShelbyRaymond
SocialContracts
SocialCapital
BecominganInfluencer
Nice
Notable
Networked
FiveActionableStepstoBuildingSocialCapital
1.TurntheBullhornAround
2.BecomePartoftheCommunity
3.BeNotable
4.
5.FindYourHigherPurpose
• Socialcapitalonlybuildsasyougiveitaway.Figureouthowyouaregoingtogivebacktothecommunityanddoit…often
WhatIfSomethingGoesWrong
Consumersaretalkingeverywhere
EngageorIgnore?
Takeitoffline
Thesemakephonecallstoo
Chooseyourbattleground
RallytheTroops
Don’trespondinanger
Whatisyourtakeaway?
Listen,Learn
DecideWhere
AskforReviewsShare
BeAuthentic