1. Use and Regulation of Social Media April 5, 2011 – Destin, Florida

2. 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

3. Social Media

4. 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

5. Survey Results

10. 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

11. 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

12. 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

13. 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

14. Website Optimization ►Google analytics ►Search engine marketing ►Key words ►Branding and control brand

15. Home Page

16. Blog

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

19. Twitter

20. Klout Score

21. Facebook

22. YouTube

23. 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

24. 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

25. 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

26. 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.

27. Questions QUESTIONS