Brokers need social media guidelines


ORLANDO, Fla. – July 16, 2009 – The use of Facebook, YouTube, Twitter and blogging is taking off in the business community – real estate professionals included. Agents are tapping into social media as an inexpensive and easy way to make contacts, drum up sales, create brands and manage customer relations.

However, it’s important for Realtors, and especially brokers, not to lose sight of the risks with social media sites – such as the cost of legal defense if named in a lawsuit. Another primary concern centers on reputation management, since statements by agents reflect back on the companies for which they work.

To address potential problems, it’s in the best interest of brokerages to adopt a formal policy that embraces the use of social media but lays out ground rules in terms of legal and ethical limitations, common sense and good taste.

When blogging and using social media sites, agents should be encouraged to speak in the first person and using their own personality, but clearly state that the opinions expressed are theirs alone and not the company’s. They also should avoid making negative remarks about the brokerage, its clients or rival firms; avoid using the firm’s confidential or proprietary data, such as logos or trademarks; defer when the company requests that certain topics not be discussed; honor copyright and fair use laws as well as privacy rights; and never use foul language, ethnic slurs or personal insults.

Source: Inman News (07/15/09) Lindenau, Judith

© Copyright 2009 INFORMATION, INC. Bethesda, MD (301) 215-4688

Questions, comments or suggestions on this article? Have a news tip? Send a letter to the editor to: Newseditor@floridarealtors.org.