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 list...
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/iStabiliz...
http://www.amazon.com/Logitech-960-000111-QuickCam-Orbit-AF/dp/B000UY1OMY/ref=sr_1_1? s=electronics&ie=UTF8&qid=1332697560...
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 ...
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 col...
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 the...
Standard of Practice 12-5REALTORS® shall not advertise norpermit any person employed by oraffiliated with them to advertis...
Standard of Practice 12-8The obligation to present a true picture inrepresentations to the public includesinformation pres...
Standard of Practice 12-9REALTOR® firm websites shall disclose thefirm’s name and state(s) of licensurein a reasonable and...
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 pi...
Twitter Twang• RT = I am sharing someone else’s tweet• @YourName = I want you and world to know• #realtor = I want to upda...
@Mention vs DM•   Mention                     •   Direct Message•   Public reply to followers   •   Confidential to recipie...
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 ...
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...
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 looki...
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 Craigslis...
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 monitori...
Homework Assignment• Prioritize activities• Dedicate time• Make a budget• Technology plan of action• Choose preferred asyn...
Website/Blog•   Have you used ClickTale to see how customers navigate your    website?•   Have you used MarketingGrader to...
Email Marketing•   Do you collect email addresses from your online sales funnels?•   How many email auto-responders do you...
Video•   How many video sales letters have you created to increase    online conversion rates?•   Do you answer your frequ...
Social Media Marketing•   Do you have a REALTOR® Broker Social Media Policy?•   Do you have a social media accountability ...
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:...
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
Online Advertising and Social Media Compliance
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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 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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  • Transcript of "Online Advertising and Social Media Compliance"

    1. 1. Social Media and OnlineAdvertising Compliance by Doug Devitre, CRS, ABR, GRI, e-PRO
    2. 2. Will ignorancehold up in a court of law?
    3. 3. Who makes the rulesand how can we follow
    4. 4. What happens when an advertising doesn’t
    5. 5. Module 1: Changing the Channels How has online communication changed?
    6. 6. http://www.amazon.com/
    7. 7. Twitter
    8. 8. https://www.facebook.com/
    9. 9. Search
    10. 10. www.Pipl.com People
    11. 11. www.TractorView.com
    12. 12. Real Estate Blog
    13. 13. Communication Process
    14. 14. YouTube http://www.youtube.com/
    15. 15. www.Slideshare.net http://
    16. 16. Pinterest
    17. 17. Pinterest Terms of Service
    18. 18. 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?
    19. 19. Module 2:Ethics and Laws How can I save me from myself?
    20. 20. Intellectual property• Blog posts• Photos• Videos• Music
    21. 21. Can I use someone else’s blog post in my blog?
    22. 22. Photos• Digital Camera• CrystalGraphics• iStockPhoto• “Royalty Free”• CreativeCommons• Icons• Infographics
    23. 23. http://www.iconshock.com/
    24. 24. 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
    25. 25. 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
    26. 26. Video Job Descriptions
    27. 27. iStock Videos
    28. 28. http://fiverr.com/categories/video/ order/rating/pages/1
    29. 29. Where to Get Music• Royalty free music• Buy the rights• Make your own
    30. 30. Website Disclosure• Terms of Use• Privacy policy• Blogging policy• Commenting policy
    31. 31. Terms of use• http://en.wikipedia.org/wiki/Terms_of_use
    32. 32. No Firm Name?
    33. 33. 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.
    34. 34. Contact me Page• Phone number• Mailing address• Google map of physical address• Captcha for form• Disclosure on form
    35. 35. Privacy policy• http://en.wikipedia.org/wiki/Privacy_policy
    36. 36. http://www.google.com/ policies/privacy/
    37. 37. http://www.realtor.org/ letterlw.nsf/pages/
    38. 38. Broker Policy Inclusions• Posting of text• Posting of photos• Posting of videos• Posting of comments• Posting of audio
    39. 39. Handling Blog Comments
    40. 40. 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?
    41. 41. http://www.realtor.org/mempolweb.nsf/pages/code
    42. 42. 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)
    43. 43. 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)
    44. 44. 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)
    45. 45. 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)
    46. 46. Fair Housing• Race• Color• Religion• National origin• Sex• Disability• Familial status
    47. 47. Module 3:Protect ConfidentialityWho should see this?
    48. 48. Tools• Laptop• Mobile phone• Tablet• Applications• Software
    49. 49. Hootsuite
    50. 50. Tweet• 140 characters or less• Public or private• Hashtag• Time release• Sent to those who follow you• Include links to pictures, videos, blog posts
    51. 51. 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
    52. 52. @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
    53. 53. Hootsuite
    54. 54. Twitter List
    55. 55. Facebook Lists
    56. 56. What information do I have?• Earnest money check• Driver’s license• Credit reports• Financial analysis• Contracts and forms
    57. 57. Who should see what?• Among clients• Cooperating agents• Vendors• Public
    58. 58. How do I keepdocuments confidential?• Print and deliver• Choose the right tool• Password protect before sharing
    59. 59. Managing Your How
    60. 60. Password Protection Tools• Last pass• Password rule• Profile tracker
    61. 61. http://budurl.com/ trackprofiles
    62. 62. 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?
    63. 63. File Transfers• Dropbox• Box.net• Amazon s3 server
    64. 64. Dropbox
    65. 65. Protected Videos• Confidential• Video job descriptions• New agent training• Internal rate of return calculation
    66. 66. Amazon S3 Servers
    67. 67. Easy Video Player 2.0
    68. 68. Account Passwords• Device login• Social media profiles• Banking information• Credit cards
    69. 69. Wireless Connections• Wireless at home• Wireless at work• Wireless in public• MiFi Card
    70. 70. Module 4: Managing Your Reputation Who should be concerned with what I do online?
    71. 71. How do you knowwhat you are doing
    72. 72. Tagged Photos/Videos
    73. 73. Choose Facebook Privacy Settings
    74. 74. http://speakingofrealestate.blo
    75. 75. Facebook Terms
    76. 76. Facebook Terms
    77. 77. 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
    78. 78. https://www.facebook.com/
    79. 79. Geo-location services Can people review us by location?
    80. 80. Yelp
    81. 81. Yelp for Business
    82. 82. Foursquare Real Estate Search
    83. 83. Foursquare Hotel Search results
    84. 84. Foursquare Tips
    85. 85. Places http://www.google.com/
    86. 86. Google Places
    87. 87. Google Places Review
    88. 88. Exercise #4• Am I complying with Facebook Terms and Conditions?• What review sites do I need to visit in my community?
    89. 89. http://viewer.zmags.com/publication/ 59ef2b62#/59ef2b62/32
    90. 90. Removal of content, links, and profiles When I should remove what from where?
    91. 91. Can you remove...• Blog posts• Blog comments• Tweets• Facebook updates and photos• Recommendations and reviews
    92. 92. Whichprofilesshould Iremove?
    93. 93. Which profiles should I remove?The ones you aren’t using frequently
    94. 94. http://support.google.com/webmasters/bin/answer.py? hl=en&answer=164734 How do I removelinks from Google?
    95. 95. Remove content from someone else’s site
    96. 96. Remove content from your own site
    97. 97. http://brokenlinkcheck.com/
    98. 98. Social Monitoring Tools What will track what?
    99. 99. Twilerts
    100. 100. Google Alerts
    101. 101. www.Twazzup.com
    102. 102. Klout
    103. 103. 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?
    104. 104. Module 5: Listings How does online advertising affect my listings?
    105. 105. http://agent.point2.com/real-estate-tools/syndication.asp
    106. 106. http://www.listhub.net/channels.html
    107. 107. Should we syndicate?• http://www.youtube.com/watch?v=P4pZ0zJdfAY• http://www.youtube.com/watch?v=ec2kJj-z2_I
    108. 108. 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
    109. 109. MLS Rules and Regulations• Video branding in MLS• Expired listing photos• Alteration of photos• Fair housing
    110. 110. Module 6: Action PlanWho does what, when, and how often?
    111. 111. Action Plan• Compliance• Policy on creating content, and handling comments• Reputation management• Set up social monitoring alerts
    112. 112. Homework Assignment• Prioritize activities• Dedicate time• Make a budget• Technology plan of action• Choose preferred asynchronous learning environment
    113. 113. 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?
    114. 114. 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?
    115. 115. 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?
    116. 116. 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?
    117. 117. http://surveymonkey.com/
    118. 118. Outsourcing• Craigslist• eLance• oDesk• Guru.com• Fiverr
    119. 119. Fiverr Social Marketing Gigs
    120. 120. One Tech Tip a Day Keeps Your Extinction Away http:// 365tec hnolog ytips.c http://365TechnologyTips.com

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