Are your real estate agents are all over the internet and you don’t know where to begin? Individuals can create multiple social media profiles all over the Internet and may be putting your real estate brokerage at risk without you knowing. This MUST attend, fast paced workshop will help you sleep better at night knowing how your brand is being conveyed by your agents online. Learning Objectives: 1. Recall statistics important for brokers to recognize social media as an effective form of communication. 2. Identify multiple communication channels that exist among multiple social media sites. 3. Define common language specific to Twitter, Facebook, Linkedin and YouTube that a broker must know what to look for when managing social media efforts. 4. Choose which social media sites the brokerage will set up for their company based on consumer demand, overall business strategy, and available resources. 5. Track social media websites that a broker and agents will use, profile URLs, profile RSS feeds, and passwords using a spreadsheet. 6. Define RSS and how brokers can subscribe, synchronize, and systemize multiple RSS feeds to monitor company channels. 7. Choose how to handle comments made on blogs, Facebook, Twitter, and agent reviewing sites. 8. List the potential risks a broker may be liable for under Article 12 of the Code of Ethics. 9. List the intellectual property violations that may occur when agent upload multiple forms of content to the web. 10. Create online listening hubs that notify the broker when positive or negative statements are made about the company. 11. Develop a broker policy and rules for engagement for agents to follow when using social media sites. 12. Assign accountability using checklists, online tools, and best practices to limit liability without spending every minute in front of the computer.

1. Risk Management of
Social Media
by Doug Devitre, CRS, ABR, GRI, e-PRO

3. Will ignorance
hold up in a court
of law?

6. Recall statistics important for brokers to recognize social media as an effective form of communication.

8. “In 2008, 32% of REALTORS® used
social media sites.
In 2009, the number rose to 84%.”
2009 REALTOR® technology report
http://www.realtor.org/wps/wcm/connect/
54d719804f2807aca5f1e74e813808c1/2009+Tech+Report+‐
+v1.pdf?
MOD=AJPERES&CACHEID=54d719804f2807aca5f1e74e813808c1

9. “25% of REALTORS® post to their own
blog for business purposes.”
2009 REALTOR® technology report

10. “By 2010 Gen Y will outnumber Baby
Boomers, 96% of them have joined a
social network .”
Grunwald Associates National Study
http://socialnomics.net/2009/08/11/statistics‐show‐
social‐media‐is‐bigger‐than‐you‐think/

11. “Daily use of social
media by adults rose
from 8% in 2005 to 35%
http://ateblog.com/social­media­for­realtors­should­
you­really­care­about­it­absolutely­yes/

12. Identify multiple communication channels that exist among multiple social media sites.

13. Communication Process

14. 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

15. Hootsuite

16. Tweet Creation

17. Hashtag

18. URL Shortener
• bit.ly
• ht.ly
• tinyurl.com
• budurl.com
• post.ly
• eepurl.com

19. Twitter Measurement
• TwitterCounter
• Klout
• FlockChart

20. Facebook Profile

21. Facebook Fan Page

22. Facebook Privacy

23. Choose Facebook
Privacy Settings

24. Facebook Lists

25. FBML

26. Linkedin Application

27. YouTube Playlist

28. YouTube Custom Video Player

29. Choose which social media sites the brokerage will set up for their company based on consumer demand, overall business strategy, and available
resources.

30. Questions to Ask
• What is my niche?
• What do majority of clients
use to communicate?
• What demographics
represent desired clients?
• How much time do they
spend on each channel?

31. Survey Methods
• http://Docs.Google.com
• http://SurveyMonkey.com
• http://Wufoo.com

32. Track social media websites that a broker and agents will use, pro]ile URLs, pro]ile RSS feeds, and passwords using a spreadsheet.

33. Spreadsheet of Accounts
Login URL Username Password Profile URL
Linkedin.com DougDevitre@ Link1234 http://
Gmail.com www.linkedin.com/in/
dougdevitre
Facebook.com DougDevitre@ Face1234 http://
Gmail.com www.facebook.com/
DougDevitre
Twitter.com DougDevitre Twit1234 http://twitter.com/
dougdevitre

34. http://budurl.com/
delegatethehow

35. Know the Why
Delegate the How
35

36. How much are YOU worth per hour?
36

37. Find Your Human
37

38. http://budurl.com/
trackprofiles

39. Reports
• Google Analytics
• MailChimp
• YouTube Statistics
• Facebook Insights
• TwitterCounter
• Klout

40. 7. RSS Feed

41. Example RSS Feeds
• Blog
• Category of blog posts
• YouTube videos
• SlideShare presentations
• Podcast audio files
• Favorite websites on Delicious
• Twitter stream
• Flickr photos

42. RSS Readers
• iPhone/Blackberry/Smartphone
• Facebook Top/Recent news
• http://Google.com/Reader
• http://FriendFeed
• Mobile RSS
• Twitter

43. Choose how to handle comments made on blogs, Facebook, Twitter, and agent reviewing sites.

44. Handling Blog
Comments

45. Require Approval

46. χ! Agreeable – These comments are positive in
nature and supportive overall. These should be
approved and encouraged.

47. χ! Thankful – These comments come from
offering signi]icant value.

48. χ! Clari0ication – Members or the public may
ask questions because of ambiguous statements.
Take time to answer these questions in detail in
form of a comment reply. This can evolve into
an ongoing discussion but the true bene]it is
that many members can bene]it from the
conversation instead of responding by email.

49. χ! Disagreeable – Some people may disagree
with what the association blog author says
which is their right to do so. This may give the
author the ability to address the issue by
providing additional resources by replying to
the comment. These could include websites,
special reports, or other facts supporting their
claim.

50. χ! Reply – A comment on a blog post should be
replied by another comment made by the blog
administrator, editor, or author. This may
involve a little extra work or research to
respond properly but the time invested bene]its
anyone viewing the same blog post and
maintains the integrity of the blog.

51. χ! Harming – Rarely there will be someone who
posts something that could be hurtful to another
person or organization. Use your judgment and
delete those not acceptable.

52. χ! Spam – Those who comment on a blog post
bene]it by adding their website and name to
each comment. This will bene]it their search
engine optimization results for the website they
enter. Be wary of those websites you may
expect to be inappropriate from those who
comment. These comments should be
unapproved and deleted.

53. Tagged Photos/Videos

54. Ethical
Risks?
List the potential risks a broker may be liable for under Article 12 of the Code of Ethics.

55. http://www.realtor.org/
mempolweb.nsf/pages/code

56. Article 12
REALTORS® shall be honest and truthful in
their real estate communications and shall
present a true picture in their advertising,
marketing, and other representations.
REALTORS® shall ensure that their status as
real estate professionals is readily apparent in
their advertising, marketing, and other
representations, and that the recipients of all
real estate communications are, or have been,
notified that those communications are from a
real estate professional. (Amended 1/08)

57. Standard of Practice 12-5
REALTORS® shall not advertise nor permit any
person employed by or affiliated with them to
advertise real estate services or listed property
in any medium (e.g., electronically, print,
radio, television, etc.) without disclosing the
name of that REALTOR®'s firm in a reasonable
and readily apparent manner. (Adopted 11/86,
Amended 1/10)

58. Standard of Practice 12-8
The obligation to present a true picture in
representations to the public includes information
presented, provided, or displayed on
REALTORS®’ websites. REALTORS® shall use
reasonable efforts to ensure that information on
their websites is current. When it becomes
apparent that information on a REALTOR®’s
website is no longer current or accurate,
REALTORS® shall promptly take corrective
action. (Adopted 1/07)

59. Standard of Practice 12-9
REALTOR® firm websites shall disclose the firm’s
name and state(s) of licensure in a reasonable
and readily apparent manner.
Websites of REALTORS® and non-member
licensees affiliated with a REALTOR® firm shall
disclose the firm’s name and that REALTOR®’s or
non-member licensee’s state(s) of licensure in a
reasonable and readily apparent manner.
(Adopted 1/07)

60. Communication Channels Risks
• Blog
• Facebook profiles
• Facebook pages
• Twitter
• YouTube
• SlideShare

61. Social Media Activities
• Build relationships
• Write articles
• Comment
• Capture pictures
• Capture videos
• Bookmark sites
• Produce PowerPoint/Keynote/Prezi

62. Misrepresentation

63. Fair Housing

64. List the intellectual property violations that may occur when agent upload multiple forms of content to the web.

65. Blog Posts

66. Photos

67. Videos

68. Create online listening hubs that notify the broker when positive or negative statements are made about the company.

69. www.SocialMention.com

70. www.Twazzup.com

71. Tweetbeep

72. Google Alerts

73. Develop a broker policy and rules for engagement for agents to follow when using social media sites.

74. http://www.realtor.org/letterlw.nsf/pages/
0510rm_socialmedia?OpenDocument

75. Identification Required
• Name/Logo of Brokerage, State of licensure
• Address of the brokerage office
• Phone/Fax/E-mail of the brokerage office
• Name of the agent responsible for the web site
• Agents affiliated team may also include name of that team
• Phone/Fax/E-mail of agent or team responsible for web site
• Any other requirements mandated by state law/regulation
or by brokerage

76. Policy Inclusions
• Posting of Text
• Posting of Photos
• Posting of Videos
• Posting of Comments
• Posting of Audio

77. Assign accountability
using checklists, online