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Online Advertising and Social Media Compliance
 

Online Advertising and Social Media Compliance

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Creating multiple social media profiles all over the Internet may be putting the real estate brokerage at risk. This fast‐ paced course will help licensees implement best practices online to limit ...

Creating multiple social media profiles all over the Internet may be putting the real estate brokerage at risk. This fast‐ paced course will help licensees implement best practices online to limit liability, comply with SDREC requirements and utilize social media as an effective form of communication.
Learning Objectives include:
• Identify potential risks a licensee may be liable for under SD license law.
• List the intellectual property violations that may occur when licensee upload multiple forms of content to the
web.
• Develop a brokerage policy and rules for engagement for licensees to follow when using social media sites.

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Online Advertising and Social Media Compliance Online Advertising and Social Media Compliance Presentation Transcript

  • Social Media and OnlineAdvertising Compliance by Doug Devitre, CRS, ABR, GRI, e-PRO
  • Will ignorancehold up in a court of law?
  • Who makes the rulesand how can we follow
  • What happens when an advertising doesn’t
  • Module 1: Changing the Channels How has online communication changed?
  • http://www.amazon.com/
  • Twitter
  • https://www.facebook.com/
  • Search
  • www.Pipl.com People
  • www.TractorView.com
  • Real Estate Blog
  • Communication Process
  • YouTube http://www.youtube.com/
  • www.Slideshare.net http://
  • Pinterest
  • Pinterest Terms of Service
  • Exercise #1• Make a list of your top five channels you use.• Which channels do your customers use?• Are you actively listening to the conversation?
  • Module 2:Ethics and Laws How can I save me from myself?
  • Intellectual property• Blog posts• Photos• Videos• Music
  • Can I use someone else’s blog post in my blog?
  • Photos• Digital Camera• CrystalGraphics• iStockPhoto• “Royalty Free”• CreativeCommons• Icons• Infographics
  • http://www.iconshock.com/
  • Videos• Digital camera• Logitech QuickCam• Camtasia• iStock Videos• Fiverr• GoAnimate http://www.amazon.com/iStabilizer-855434003017-Smartphone- Video-Stabilizer/dp/B0056C4W7E/ref=sr_1_2? s=electronics&ie=UTF8&qid=1332697436&sr=1-2
  • http://www.amazon.com/Logitech-960-000111-QuickCam-Orbit-AF/dp/B000UY1OMY/ref=sr_1_1? s=electronics&ie=UTF8&qid=1332697560&sr=1-1
  • Video Job Descriptions
  • iStock Videos
  • http://fiverr.com/categories/video/ order/rating/pages/1
  • Where to Get Music• Royalty free music• Buy the rights• Make your own
  • Website Disclosure• Terms of Use• Privacy policy• Blogging policy• Commenting policy
  • Terms of use• http://en.wikipedia.org/wiki/Terms_of_use
  • No Firm Name?
  • Restrictions on licensee advertising. A licenseewho advertises shall comply with the following: Statute 36-21A-72• 1) Each advertisement shall clearly state the name of the firm with which an individual licensee is associated;• 2) Each advertisement in which a licensee attempts to secure real estate listings or offers to purchase, sell or lease property, or perform any other act for which a license is required under this chapter, shall clearly disclose that the advertised acts or services are being offered by a licensee;• 3) No licensee may make any announcement in any media regarding the sale of property which gives any impression that the property sold for a price other than the actual selling price.• Notwithstanding subdivisions (1) to (3), inclusive, of this section, a licensee may advertise in the licensee’s individual name an offer to sell or lease property of which the licensee is the owner. The advertisement shall disclose that the owner of the property being sold or leased is a licensee.
  • Contact me Page• Phone number• Mailing address• Google map of physical address• Captcha for form• Disclosure on form
  • Privacy policy• http://en.wikipedia.org/wiki/Privacy_policy
  • http://www.google.com/ policies/privacy/
  • http://www.realtor.org/ letterlw.nsf/pages/
  • Broker Policy Inclusions• Posting of text• Posting of photos• Posting of videos• Posting of comments• Posting of audio
  • Handling Blog Comments
  • Exercise #2• Name 5 sources where you get pictures/videos/music for your marketing.• Which websites do I use that I collect/give consumer information?
  • http://www.realtor.org/mempolweb.nsf/pages/code
  • Article 12REALTORS® shall be honest and truthfulin their real estate communications andshall present a true picture in theiradvertising, marketing, and otherrepresentations. REALTORS® shall ensurethat their status as real estate professionalsis readily apparent in their advertising,marketing, and other representations, andthat the recipients of all real estatecommunications are, or have been, notifiedthat those communications are from a realestate professional. (Amended 1/08)
  • Standard of Practice 12-5REALTORS® shall not advertise norpermit any person employed by oraffiliated with them to advertise realestate services or listed property inany medium (e.g., electronically, print,radio, television, etc.) withoutdisclosing the name of thatREALTOR®s firm in a reasonableand readily apparent manner.(Adopted 11/86, Amended 1/10)
  • Standard of Practice 12-8The obligation to present a true picture inrepresentations to the public includesinformation presented, provided, ordisplayed on REALTORS®’ websites.REALTORS® shall use reasonable effortsto ensure that information on theirwebsites is current. When it becomesapparent that information on aREALTOR®’s website is no longer currentor accurate, REALTORS® shall promptlytake corrective action. (Adopted 1/07)
  • Standard of Practice 12-9REALTOR® firm websites shall disclose thefirm’s name and state(s) of licensurein a reasonable and readily apparentmanner.Websites of REALTORS® and non-memberlicensees affiliated with a REALTOR® firmshall disclose the firm’s name and thatREALTOR®’s or non-member licensee’sstate(s) of licensure in a reasonable andreadily apparent manner. (Adopted 1/07)
  • Fair Housing• Race• Color• Religion• National origin• Sex• Disability• Familial status
  • Module 3:Protect ConfidentialityWho should see this?
  • Tools• Laptop• Mobile phone• Tablet• Applications• Software
  • Hootsuite
  • Tweet• 140 characters or less• Public or private• Hashtag• Time release• Sent to those who follow you• Include links to pictures, videos, blog posts
  • Twitter Twang• RT = I am sharing someone else’s tweet• @YourName = I want you and world to know• #realtor = I want to update realtor talk• Link = directs people to more content• Text = description of link and notice
  • @Mention vs DM• Mention • Direct Message• Public reply to followers • Confidential to recipient• Include multiple people • Sent to one person• Searchable on Google • Hashtags don’t work• Hashtags work • Include links• Include links
  • Hootsuite
  • Twitter List
  • Facebook Lists
  • What information do I have?• Earnest money check• Driver’s license• Credit reports• Financial analysis• Contracts and forms
  • Who should see what?• Among clients• Cooperating agents• Vendors• Public
  • How do I keepdocuments confidential?• Print and deliver• Choose the right tool• Password protect before sharing
  • Managing Your How
  • Password Protection Tools• Last pass• Password rule• Profile tracker
  • http://budurl.com/ trackprofiles
  • Exercise #3• Who would you follow on Twitter?• How is a DM and mention different and does it matter?• How can I secure my passwords better?• How can I be more secure with my electronic records?
  • File Transfers• Dropbox• Box.net• Amazon s3 server
  • Dropbox
  • Protected Videos• Confidential• Video job descriptions• New agent training• Internal rate of return calculation
  • Amazon S3 Servers
  • Easy Video Player 2.0
  • Account Passwords• Device login• Social media profiles• Banking information• Credit cards
  • Wireless Connections• Wireless at home• Wireless at work• Wireless in public• MiFi Card
  • Module 4: Managing Your Reputation Who should be concerned with what I do online?
  • How do you knowwhat you are doing
  • Tagged Photos/Videos
  • Choose Facebook Privacy Settings
  • http://speakingofrealestate.blo
  • Facebook Terms
  • Facebook Terms
  • Facebook Policies• Privacy Policy• Platform Page• Facebook Platform Policies• Advertising and Promotion Guidelines• How to Report and Appeal Claims of Intellectual Property Infringement• Pages Terms
  • https://www.facebook.com/
  • Geo-location services Can people review us by location?
  • Yelp
  • Yelp for Business
  • Foursquare Real Estate Search
  • Foursquare Hotel Search results
  • Foursquare Tips
  • Places http://www.google.com/
  • Google Places
  • Google Places Review
  • Exercise #4• Am I complying with Facebook Terms and Conditions?• What review sites do I need to visit in my community?
  • http://viewer.zmags.com/publication/ 59ef2b62#/59ef2b62/32
  • Removal of content, links, and profiles When I should remove what from where?
  • Can you remove...• Blog posts• Blog comments• Tweets• Facebook updates and photos• Recommendations and reviews
  • Whichprofilesshould Iremove?
  • Which profiles should I remove?The ones you aren’t using frequently
  • http://support.google.com/webmasters/bin/answer.py? hl=en&answer=164734 How do I removelinks from Google?
  • Remove content from someone else’s site
  • Remove content from your own site
  • http://brokenlinkcheck.com/
  • Social Monitoring Tools What will track what?
  • Twilerts
  • Google Alerts
  • www.Twazzup.com
  • Klout
  • Exercise #5• What sites to I need to check for missing or inaccurate content?• What key word searches should I be looking for in social monitoring sites?
  • Module 5: Listings How does online advertising affect my listings?
  • http://agent.point2.com/real-estate-tools/syndication.asp
  • http://www.listhub.net/channels.html
  • Should we syndicate?• http://www.youtube.com/watch?v=P4pZ0zJdfAY• http://www.youtube.com/watch?v=ec2kJj-z2_I
  • Syndication tosocial media sites• New listing post to Facebook• New listing post to Twitter• New listing post to Craigslist• New listing post to Zillow• New listing post to Trulia
  • MLS Rules and Regulations• Video branding in MLS• Expired listing photos• Alteration of photos• Fair housing
  • Module 6: Action PlanWho does what, when, and how often?
  • Action Plan• Compliance• Policy on creating content, and handling comments• Reputation management• Set up social monitoring alerts
  • Homework Assignment• Prioritize activities• Dedicate time• Make a budget• Technology plan of action• Choose preferred asynchronous learning environment
  • Website/Blog• Have you used ClickTale to see how customers navigate your website?• Have you used MarketingGrader to determine the effectiveness of your online sales funnel?• Have you used WordTracker to identify which keywords that you want to rank high on search engines like Google?• Is your website mobile friendly?• Does your company have a legal section, terms of use, or privacy policy drafted by an attorney? Is this easily found the footer of the website?• Is your business address easily found and does it link to a Google Map?
  • Email Marketing• Do you collect email addresses from your online sales funnels?• How many email auto-responders do you use to build list rapport over the life of the buying cycle?• Do you follow the 2003 Can SPAM Act rules and regulations?• Do you disclose how often an email subscriber will receive messages?• Do you ask for the email subscriber to double opt-in?• Do you use RSS email campaigns to segment messages from blog categories to segmented email lists?• Have you optimized your email signature with links to call to actions, link to address, and social media profiles?
  • Video• How many video sales letters have you created to increase online conversion rates?• Do you answer your frequently asked questions using video on your website?• Do you video screen capture to educate consumers, train employees to use software, or give market reports?• How many video testimonials do you have? Are they easily found on your website and YouTube channel?• Have you created video job descriptions for new agents, new employees, and virtual assistants?• Are you skilled in hosting virtual meetings using GoToMeeting, GoToWebinar or Skype?
  • Social Media Marketing• Do you have a REALTOR® Broker Social Media Policy?• Do you have a social media accountability plan?• Do you have a spreadsheet of social media profiles each with a unique password for the company?• Do you engage local, regional or national media outlets using social media?• Have you made a list of desired media outlets and begin to develop a trusted relationship with them?• Have you inserted royalty free social media icons on the website template that link directly to your Linkedin company,YouTube channel, Facebook page, and Twitter account?
  • http://surveymonkey.com/
  • Outsourcing• Craigslist• eLance• oDesk• Guru.com• Fiverr
  • Fiverr Social Marketing Gigs
  • One Tech Tip a Day Keeps Your Extinction Away http:// 365tec hnolog ytips.c http://365TechnologyTips.com