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Mitigate Social Media Risk
The document outlines social media best practices for fair housing compliance, emphasizing the importance of understanding legal aspects, proper usage of language, and photography that reflects diversity. It provides guidelines on handling negative reviews, creating effective event themes, and ensuring testimonials and endorsements adhere to legal standards. Additionally, it includes actionable steps for individuals to create inclusive messaging and foster a fair environment in social media marketing.
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Mitigate Social Media Risk
- 1. Make It Fair, MakeIt Legal: Ansley Sudderth Social Media Training & Communications Coordinator Special Guest: Nadeen Green Senior Counsel #FairHousingLady
- 2. Join in theconversation! Chat with @AptsForRent for the chance to win $20!
- 3. What legal questionsor concerns do you have when using social media to market your community? WeAsked…
- 4. • Knowing theBasic Laws • Proper Verbiage • Photo Usage • Negative Reviews • Incentives and Promotions • Avoiding Discrimination YouAnswered…
- 5. • Social Mediais a Tool • Fair Housing – Human Models – Photo Sharing on Social Channels – Words – Event Hosting • Other Issues: – Reviews – Endorsements • What You Can Do Today! • Valuable Links • Q&A Agenda
- 11. Does it consider… •The culture of your company or organization? • When and where can employees visit? • When and where can employees post? • What can they post? Social Media Policy
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- 15. Do’s • Show peopleof ethnic and cultural diversity • Show people with disabilities • Show children (unless you’re advertising for senior housing) Don’ts • Cater to one group, stereotype or typecast (e.g. “white only”) Human Models
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- 17. Photo Sharing on SocialChannels
- 19. #Hashtag usage: Voluntary hashtagusage DOES NOT override or serve the purpose of a Model Release Form! Photo Sharing
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- 22. Nadeen’s Mantra… “If itwasn’t legal in print before, it is still not legal in print. If it wasn’t legal in print, it is not likely to be legal for social media marketing.”
- 23. Words Avoid using… • Mature •Exclusive • Traditional • Adult • Active • Independent Safe words… • Walk-in closet • Walking distance • Walk to • Master bedroom • Quiet community • Merry Christmas • Happy Easter
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- 25. Inviting Events… • YappyHour • Food Truck Friday • Tailgate Fever • Around the World Potluck • Wine Down Wednesdays • Kids’ Club Discriminatory Events… • Ladies Night Out • Man Cave Mondays Event Ideas
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- 31. Rule 1: Removeall emotion Rule 2: Always use empathy and be authentic Rule 3: Don’t play the blame game Rule 4: Never get into an online comment battle Rule 5: Keep it timely and never ignore bad reviews Response Best Practices
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- 34. • Regional/Corporate – Pros:Not emotionally tied to the issue/concern – Cons/Challenges: Could cause for delay because they must obtain all info from on-site team before responding & should stand behind the on-site team, if possible • Property Manager – Pros: Knows all the details, backstory & may personally know the resident with the issue/concern – Cons/Challenges: Too emotionally invested, especially if he/she is the target of the review or comment Who Responds?
- 35. More than Negative...Libel 1.Someonemade a statement; 2.that statement was published; 3.the statement caused you injury; 4.the statement was false; 5.and the statement did not fall into a privileged category
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- 37. Be sure that… •The endorser’s experience is representative of what others experience (no more “results may not be representative”) and • You have signed and dated correspondence from the endorser as to what is being said and permission to use the testimonial. Endorsements
- 38. Effective December 2009,all endorsers (including bloggers or others posting online on your behalf), must disclose if they receive any compensation or free product from you, or if they are an employee. Endorsements
- 39. If someone isblogging on your behalf, are you giving them anything (maybe discounted rent, favorable lease terms, an actual payment, or a paycheck)? Are they saying nice things?... Endorsements
- 40. That’s an endorsementor a testimonial, and they must disclose what you give them for saying those nice things. In fact, you need to direct the person that they cannot make unsubstantiated claims about your community and that they must disclose any material connection between the blog and you (such as that rental discount or that they are your employee). Endorsements
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- 42. WhatYou Can DoToday •What message are you sending? Is it Fair Housing compliant? • Create a photo release form. • Ensure photos and events make anyone feel included. • Don’t ignore negative reviews.
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- 44. • November SocialMedia Training Calendar: http://bit.ly/SocialMediaTrainingCal • Social Media Policy: http://bit.ly/SocialMediaPolicyEx • Fair Housing Best Practices: http://bit.ly/FairHousingBestPractices Valuable Links
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