make it fair, make it legal: mitigating your social media risks
DESCRIPTION
This year marks the 45th anniversary of the passage of the Fair Housing Act. A lot has changed in 45 years with the introduction of social media as a primary source of traffic and retention. Join Ansley Sudderth, Social Media Training and Communications Coordinator and Nadeen Green, Senior Counsel for For Rent Media Solutions™ as they share Fair Housing do's and don'ts pertaining to social media. This is your opportunity to send us your questions so that the expert can answer them!TRANSCRIPT
Make It Fair, Make It Legal:
Ansley SudderthSocial Media Training
& Communications Coordinator
Special Guest: Nadeen GreenSenior Counsel
#FairHousingLady
Join in the conversation!
Chat with @AptsForRent for the chance to win
$20!
What legal questions or concerns do you have when using social media to market
your community?
We Asked…
• Knowing the Basic Laws• Proper Verbiage• Photo Usage• Negative Reviews• Incentives and Promotions• Avoiding Discrimination
You Answered…
• Social Media is 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
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
Human Models
Human Models
Do’s• Show people of
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
Human Models
Photo Sharing on Social Channels
#Hashtag usage:Voluntary hashtag usage DOES NOT
override or serve the purpose of a Model Release Form!
Photo Sharing
Photo Sharing
Words
Nadeen’s Mantra…
“If it wasn’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.”
WordsAvoid using…
• Mature• Exclusive• Traditional• Adult• Active• Independent
Safe words…• Walk-in closet• Walking distance• Walk to• Master bedroom• Quiet community• Merry Christmas• Happy Easter
Event Hosting
Inviting Events…• Yappy Hour• Food Truck Friday• Tailgate Fever • Around the World
Potluck• Wine Down
Wednesdays• Kids’ Club
Discriminatory Events…
• Ladies Night Out• Man Cave Mondays
Event Ideas
#CityPointApts#FoodTruckFriday
Reviews
Handling Negative Reviews
Rule 1: Remove all 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
Real Scenarios
Real Scenarios
• 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?
More than Negative...Libel
1.Someone made 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
Endorsements
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
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
If someone is blogging 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
That’s an endorsement or 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
What You Can Do Today
What You Can Do Today
• 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.
Valuable Links
• November Social Media Training Calendar: http://bit.ly/SocialMediaTrainingCal
• Social Media Policy: http://bit.ly/SocialMediaPolicyEx
• Fair Housing Best Practices:
http://bit.ly/FairHousingBestPractices
Valuable Links
Q&A
http://www.lifeshare.cc/docs/white%20gift%20card%20blue%20ribbon.jpg
http://www.tarrantcounty.com/ehousing/lib/ehousing/Fair_Equal_Housing_Logo.jpg
http://www.fakingnews.firstpost.com/wp-content/uploads/2013/09/social-media-hand.jpg
http://sfcitizen.com/blog/wp-content/uploads/2011/09/IMG_0723-copy.jpg
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http://www.raanetwork.org/media/Diversity-People.jpg
http://news.bbcimg.co.uk/media/images/61127000/jpg/_61127923_xpdc_9928.jpghttp://www.mcpactions.com/blog/2012/08/27/free-model-release-form/
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Photo and Statistics Credit