This document provides an overview of social media and online advertising compliance. It discusses how online communication has changed and reviews key social media platforms like Facebook, Twitter, YouTube, and Pinterest. It also covers related topics like ethics and laws, intellectual property, terms of use, privacy policies, and managing one's online reputation. The document provides exercises and discusses tools for social media marketing, protecting confidentiality, managing listings online, and creating an action plan for online compliance. It aims to educate real estate professionals on effectively and legally using social media and online advertising.

1. Social Media and Online
Advertising Compliance
by Doug Devitre, CRS, ABR, GRI, e-PRO

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

5. Who makes the rules
and how can we follow

6. What happens when an
advertising doesn’t

7. Module 1: Changing the Channels
How has online communication changed?

8. http://
www.amazon.com/

9. Twitter

10. https://
www.facebook.com/

12. Search

13. www.Pipl.com People

16. www.TractorView.com

17. Real Estate Blog

18. Communication Process

19. YouTube http://
www.youtube.com/

20. www.Slideshare.net
http://

21. Pinterest

22. Pinterest Terms of Service

23. 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?

24. Module 2:
Ethics and Laws
How can I save me from myself?

25. Intellectual property
• Blog posts
• Photos
• Videos
• Music

26. Can I use someone else’s
blog post in my blog?

27. Photos
• Digital Camera
• CrystalGraphics
• iStockPhoto
• “Royalty Free”
• CreativeCommons
• Icons
• Infographics

29. http://
www.iconshock.com/

31. 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

32. 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

33. Video Job Descriptions

34. iStock Videos

35. http://fiverr.com/categories/video/
order/rating/pages/1

36. Where to Get Music
• Royalty free music
• Buy the rights
• Make your own

37. Website Disclosure
• Terms of Use
• Privacy policy
• Blogging policy
• Commenting policy

38. Terms of use
• http://en.wikipedia.org/wiki/Terms_of_use

39. No Firm Name?

40. Restrictions on licensee advertising. A licensee
who 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.

41. Contact me Page
• Phone number
• Mailing address
• Google map of
physical address
• Captcha for form
• Disclosure on form

42. Privacy policy
• http://en.wikipedia.org/wiki/Privacy_policy

43. http://www.google.com/
policies/privacy/

44. http://www.realtor.org/
letterlw.nsf/pages/

45. Broker Policy
Inclusions
• Posting of text
• Posting of photos
• Posting of videos
• Posting of comments
• Posting of audio

46. Handling Blog
Comments

47. 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?

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

49. 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)

50. 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)

51. 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)

52. 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)

53. Fair Housing
• Race
• Color
• Religion
• National origin
• Sex
• Disability
• Familial status

54. Module 3:
Protect Confidentiality
Who should see this?

55. Tools
• Laptop
• Mobile phone
• Tablet
• Applications
• Software

56. Hootsuite

57. Tweet
• 140 characters or less
• Public or private
• Hashtag
• Time release
• Sent to those who follow you
• Include links to pictures, videos, blog posts

58. 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

59. @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

60. Hootsuite

61. Twitter List

62. Facebook Lists

63. What information
do I have?
• Earnest money check
• Driver’s license
• Credit reports
• Financial analysis
• Contracts and forms

64. Who should see what?
• Among clients
• Cooperating agents
• Vendors
• Public

65. How do I keep
documents confidential?
• Print and deliver
• Choose the right tool
• Password protect
before sharing

66. Managing Your How

67. Password Protection Tools
• Last pass
• Password rule
• Profile tracker

68. http://budurl.com/
trackprofiles

69. 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?

70. File Transfers
• Dropbox
• Box.net
• Amazon s3 server

71. Dropbox

72. Protected Videos
• Confidential
• Video job
descriptions
• New agent training
• Internal rate of
return calculation

73. Amazon S3 Servers

74. Easy Video Player 2.0

75. Account Passwords
• Device login
• Social media profiles
• Banking information
• Credit cards

76. Wireless Connections
• Wireless at home
• Wireless at work
• Wireless in public
• MiFi Card

77. Module 4: Managing
Your Reputation
Who should be concerned with what I do online?

78. How do you know
what you are doing

79. Tagged Photos/Videos

80. Choose Facebook
Privacy Settings

81. http://
speakingofrealestate.blo

82. Facebook Terms

83. Facebook Terms

84. 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

85. https://
www.facebook.com/

87. Geo-location services
Can people review us by location?

88. Yelp

89. Yelp for Business

90. Foursquare Real
Estate Search

91. Foursquare Hotel
Search results

92. Foursquare Tips

93. Places http://
www.google.com/

94. Google Places

95. Google Places Review

96. Exercise #4
• Am I complying with
Facebook Terms and
Conditions?
• What review sites do I
need to visit in my
community?

97. http://viewer.zmags.com/publication/
59ef2b62#/59ef2b62/32

98. Removal of content,
links, and profiles
When I should remove what from where?

99. Can you remove...
• Blog posts
• Blog comments
• Tweets
• Facebook updates
and photos
• Recommendations
and reviews

100. Which
profiles
should I
remove?

101. Which
profiles
should I
remove?
The ones you aren’t using frequently

102. http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=164734
How do I
remove
links from
Google?

103. Remove content from
someone else’s site

104. Remove content from
your own site

105. http://
brokenlinkcheck.com/

106. Social Monitoring Tools
What will track what?

107. Twilerts

108. Google Alerts

109. www.Twazzup.com

110. Klout

111. 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?

112. Module 5: Listings
How does online advertising affect my listings?

115. http://agent.point2.com/real-estate-tools/syndication.asp

116. http://www.listhub.net/channels.html

117. Should we syndicate?
• http://www.youtube.com/watch?v=P4pZ0zJdfAY
• http://www.youtube.com/watch?v=ec2kJj-z2_I

118. Syndication to
social 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

119. MLS Rules and Regulations
• Video branding in MLS
• Expired listing photos
• Alteration of photos
• Fair housing

120. Module 6:
Action Plan
Who does what, when, and how often?

122. Action Plan
• Compliance
• Policy on creating content,
and handling comments
• Reputation management
• Set up social monitoring
alerts

123. Homework Assignment
• Prioritize activities
• Dedicate time
• Make a budget
• Technology plan of action
• Choose preferred asynchronous
learning environment

124. 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?

125. 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?

126. 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?

127. 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?

128. http://
surveymonkey.com/

129. Outsourcing
• Craigslist
• eLance
• oDesk
• Guru.com
• Fiverr

130. Fiverr Social Marketing
Gigs

135. One Tech Tip a Day Keeps
Your Extinction Away
http://
365tec
hnolog
ytips.c
http://365TechnologyTips.com