social media and florida real estate law and the code of ethics
TRANSCRIPT
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SocialMediaCompliancewiththeLawandtheCode
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Whatwewillcover
SocialMediaandtheLaw
SocialMediaandTheCode
Copyright Whenthingsgowrong
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Definition:SocialMediaareprimarilyInternetandmobilebasedtoolsforsharinganddiscussinginformationamonghumans
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SocialMediaCategories
• Socialnetworks—Connectwithpeople• Mediasharingnetworks—Sharephotos,videos,andothermedia• Discussionforums—Sharenewsandideas• Bookmarkingandcontentcurationnetworks—Discover,save,andsharenewcontent
• Consumerreviewnetworks—Findandreviewbusinesses• Bloggingandpublishingnetworks—Publishcontentonline
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PlatformStatistics
1.6B 400M 100M200M320MMonthlyUsers
99% 63% 53%39%54%18– 34yearoldreach
1,000+ 340 20350110MonthlyActiveMins
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Create Profiles•Createrobustprofilesonthesevenues
•Whoyouare,whattypeofrealestateyousell,whereyousell
•ObeyFLAdvertisingRules
6
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Florida61J2-10.025 AdvertisingLaw
(1)Alladvertisingmustbeinamannerinwhichreasonablepersonswouldknowtheyaredealingwitharealestatelicensee.Allrealestateadvertisementsmustincludethelicensednameofthebrokeragefirm.Norealestateadvertisementplacedorcausedtobeplacedbyalicenseeshallbefraudulent,false,deceptiveormisleading.(2)Whenthelicensee’spersonalnameappearsintheadvertisement,attheveryleastthelicensee’slastnamemustbeusedinthemannerinwhichitisregisteredwiththeCommission.
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Florida61J2-10.025 AdvertisingLaw
(3)(a)WhenadvertisingonasiteontheInternet,thebrokeragefirmnameasrequiredinsubsection(1)aboveshallbeplacedadjacenttoorimmediatelyaboveorbelowthepointofcontactinformation.“Pointofcontactinformation”referstoanymeansbywhichtocontactthebrokeragefirmorindividuallicenseeincludingmailingaddress(es),physicalstreetaddress(es),e-mailaddress(es),telephonenumber(s)orfacsimiletelephonenumber(s).
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Florida61J2-10.025 AdvertisingLaw
(3)(a)WhenadvertisingonasiteontheInternet,thebrokeragefirmnameasrequiredinsubsection(1)aboveshallbeplacedadjacenttoorimmediatelyaboveorbelowthepointofcontactinformation.“Pointofcontactinformation”referstoanymeansbywhichtocontactthebrokeragefirmorindividuallicenseeincludingmailingaddress(es),physicalstreetaddress(es),e-mailaddress(es),telephonenumber(s)orfacsimiletelephonenumber(s).
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YelpAccount
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SocialMediaPersonalPage
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SocialMediaBusinessPage
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WhatareFacebookTerms?
www.fb.com/legal/termsRegistrationandAccountSecurityYouwillnotuseyourpersonaltimelineprimarilyforyourowncommercialgain,andwilluseaFacebookPageforsuchpurposes.
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PosttoBusinessPageSharetoPersonal
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Appsarewebpages
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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)
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KnowandFollowNARCodeofEthics
ThingstoThinkAbout• Don’tcrowdsourcelegaladvice• Potentialbreachofconfidentiality• Differencesamongstatelawscanleadtoconfusion,misapplicationoflaw
• Groupboycotts• Avoiddefamationpitfalls
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Whyareyoumakingapost?
Whyareyourespondingtoanotherpersonsposts?
Ifyouwereneveralicenseeandinadifferentprofessionwouldyoubemakingthepost?
Areyoudiscussingsomethingwithinthescopeofyourexpertiseasalicensee
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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.
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CodeofEthicsArticle12
• REALTORS®shallbehonestandtruthfulintheirrealestatecommunicationsandshallpresentatruepictureintheiradvertising,marketing,andotherrepresentations.REALTORS®shallensurethattheirstatusasrealestateprofessionalsisreadilyapparentintheiradvertising,marketing,andotherrepresentations,andthattherecipientsofallrealestatecommunicationsare,orhavebeen,notifiedthatthosecommunicationsarefromarealestateprofessional.(Amended1/08
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TroublesomeSocialPosts- Article12
DONOTPOST:• InformationaboutatransactionthatareprotectedbyfiduciarydutiesorArticle12
•Discussionofcommissionandsplitsorbusinessmodels
•Mixingpersonalandbusinessposts•Providinginformationtoaconsumerrepresented
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MoreTroublesomePosts
•Blindorstealthadvertisements,(sponsoredorclickthrough)
• Orlandoarearealestatedeals• PensacolaRealEstateResource• What'syourhomeworthinJacksonville
Remember...Itdoesn’tmatterifit’sapersonal,business,groupcommunityorothertypeofpage
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WhatisthesingleLARGESTviolationonSocialMedia
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SharingwithoutpermissionSharingsomeone'slistingwithoutpermission
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Sharingwithoutpermission
• GetPermission• Sharealinkfromsomeoneelsethatidentifiesthepropertyastheirlisting
• Sharesomeone’slistingwithoutpermission- ASK• ShareanIDXsearchandputonyoursite- ASK
Do
Don’t
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HowcanIadvertiseahouseNOTlistedwithme
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HowcanIadvertiseahouseNOTlistedwithmeGETPERMISSION!!
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Copyright
• Licenseesareprohibitedfromusingcopyrightedworkwithoutpermissionfromcopyrightholder
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Thisincludesphotos•Ifyoudidn’ttakeityouneedpermissiontouseit
•Presumethephotographerownsthecopyright
•IntheMLS– photosbelongtothebrokerage
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RoyaltyFree– Creativecommons.org
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Resources
•www.creativecommons.org•www.istockphotos.com•www.pexels.com•www.shutterstock.com
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UseGoogleAlerts
▸MonitorYourConnections
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36
Google.com/Alerts
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Google.com/Alerts
Quotes:“BobSmith”
Plus:“DonJohnson”+“realestate”
Minus:“DonJohnson”-“miami”
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SocialConcepts
SocialObjects
SocialContracts
SocialCapital
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Youarearealestateprofessional...OnlineandOffline
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SocialObjects
Source:ShelbyRaymond
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SocialContracts
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SocialCapital
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BecominganInfluencer
Nice
Notable
Networked
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FiveActionableStepstoBuildingSocialCapital
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1.TurntheBullhornAround
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2.BecomePartoftheCommunity
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3.BeNotable
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4.
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5.FindYourHigherPurpose
• Socialcapitalonlybuildsasyougiveitaway.Figureouthowyouaregoingtogivebacktothecommunityanddoit…often
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WhatIfSomethingGoesWrong
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Consumersaretalkingeverywhere
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EngageorIgnore?
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Takeitoffline
Thesemakephonecallstoo
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Chooseyourbattleground
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RallytheTroops
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Don’trespondinanger
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Whatisyourtakeaway?
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Listen,Learn
DecideWhere
AskforReviewsShare
BeAuthentic