543 Social Media Policy (Module 6 Wk 2)

Real Estate Social Media Policy

This is a draft of a real estate brokerage social media policy for agents and staff, governing the behavior and content of materials posted online for public consumption. This policy should be thoroughly reviewed and vetted by owners and brokers prior to distribution to agents and staff with modifications made as needed to suit a specific office environment. This media policy is based on and the National Association of Realtor’s Social Media Policy guide as found HERE; and general business social media guide as found at http://mashable.com/2012/10/06/social-media-policy-update/.

Education, Information, & Stake holders

  • Management should come together to review and customize this or any policy to ensure relevance, customizing as needed to make relevant for their office and market.
  • Management should provide policy draft to agents before implementation for discussion and feedback to enhance agent compliance with guidelines moving forward.

Professionalism

  • Agents will not claim credit for or knowledge of materials falsely. This includes, but is not limited to false representation of designations or certificates earned.
  • Agents will conduct themselves in a professional manner in all interactions with the public online.

Integrity

  • Agents and Staff (non-licensed) will conduct themselves in a professional manner online maintaining the high moral standards of the company. This is including and not limited to personal photos as well as friends pages. Strict usage of permissions to control visible content is highly recommended.
  •  All content should be consistent with the Code of Ethics, local, state, and federal laws, licensing laws and regulations.

Identification

  • Blogs
  1. Agents will always identify themselves as real estate professionals when interacting with the public on third party sites when discussion real estate issues.
  2. Agents will clearly list the name and business contact information of their real estate office on any real estate website that they maintain for their own use. Business information must appear “above the fold” and be clearly visible.
  •  Third Party Sites (FB, YouTube, Twitter)
  1. Agents must disclose their status as a licensed agent when discussing real estate topics on any third party site.

Content

  • All original post content, any re-use of materials from a third party site must be linked and credited appropriately.
  • Photographs and images should be the agents original content, or used within the image creator’s license with proper credit being given.
  • Any content posted shall be the responsibility of the agent in regards to content, compliance with all laws and regulations including fair housing, antitrust, and real estate license laws.
  • No privileged or content that should only be available to licenee’s will ever be posted where it can be accessed by the general public.

Monitoring

  • Agents (and staff) should regularly monitor their posted content on their websites and blogs, as well as third party sites to facilitate ongoing discussion and to ensure that additional comments are appropriate and civil.
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