social media and florida real estate law and the code of ethics

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

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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).

Instagram

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

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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