Use and Regulation ofUse and Regulation of

Social MediaSocial Media

April 5, 2011 – Destin, Florida

Outline

Use and Regulation of Social Media►Background►Survey results►Why or why not social media►Do’s and don’ts►Content development►Examples►Policy development►Regulation►Investigation uses

Social Media

Background

►Creating relationships►Social media is a two way conversation► It is not about selling or telling - it is about

engaging the other party►Focus is on channels today instead of the larger

picture trends►What is your niche – can’t be everything to

everyone – frame your issues/discussion►One piece of your communication puzzle►Website - email - social media - newsletters

Survey Results

Survey Results

Survey Results

Survey Results

Survey Results

Why Social Media?

►NAR survey indicates 90% of consumers use web to complete a transaction

►Significant increase of industry marketing through social media

►First connections is now becoming more online►Social media is here to stay►Your organization’s reputation is being shaped

online with or without you►Tweets get re-tweeted

Why Not Social Media?

►Do not want to create a forum to complain or say “bad” things about our organization

►Do not know what to “post”►Do not have the time►Employees will waste time on social media►Loose control of brand/reputation►IT security issues►It will be too expensive

Do’s & Don’ts

►Join in – be engaged – be conversational – story telling

►Be honest – transparent - objective►Add value►Write what you know – keep to policy►Think before you post►Do not ignore – monitor your social media

outlets ►Do not communicate at – communicate with

Content Development

►Hub and spoke approach – multiple avenues►Latest news items or key topics►Link to other sources for economy etc.►Ask opinions or request feedback►Consumer outreach►Re-package information from website►Tips for consumers & IM►Do video blog on issues or important messages►Staff involvement in meetings etc.►Look for issues to engage your publics

Website Optimization

►Google analytics►Search engine marketing►Key words►Branding and control brand

Home Page

Blog

Blog

Twitter

http://www.inman.com/buyers-sellers/columnists/teresa-boardman/twitter-5-still-misunderstood-misused-in-real-estate Tersea Boardman Inman 24/3/11

Twitter

Klout Score

Facebook

YouTube

Policy Development

►Statement of purpose and use of social media►Identify technologies to be used►Responsibility for social media messaging►Topic guidelines►Use of social media by employees at work or not►Principles for the use of social media►Monitoring►Privacy

Regulation

►Principle based approach to regulation and advertising Any advertisement undertaken or authorized by an

industry member must not be false, inaccurate, capable of misleading the recipient or intended recipient, in bad taste or offensive, harmful to the best interests of the public or industry, or prohibited by law.

►ARELLO Internet Guidelines – RECA guidelines►Trade in real estate in name of brokerage –

must be clearly indicated►Every page/click is a new advertisement

Investigations

►Employment screening and employee conduct ►Contact IM, complainants and witnesses ►Determine the validity of information/testimony

(i.e. e-mail may say something but facebook suggests the opposite)

►Determine relationship between individuals (i.e. the sale is to someone who is a friend and further review may indicate a family relationship or personal relationship)

►Confirm business relationships/communications

Investigations

►Unlicensed activity - pose as possible client to get information or to have the person hold themselves out as broker etc.

►If there is a picture, the picture can be shared to identify persons of interest. For example, is this the person who bought the home? Is this the real estate agent?

►Service of documents -  “i.e we are now at Movies please come.”  We might show up along with his friends.

Questions

QUESTIONS