make it fair, make it legal: mitigating your social media risks

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

http://antreprenor.eu/wp-content/uploads/2012/11/thumb-down1.jpg

http://www.gscdn.org/library/cms/68/14868.jpg

http://media.npr.org/assets/img/2013/08/09/istock_000020692156large-d4ee26cb2c4f4da1fa7c628e4fdf4545770bbe35-s6-c30.jpg

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/

http://www.oae.co.uk/wp-content/uploads/2012/12/and-the-winner-is-412x333.jpg

http://cdn.thenextweb.com/wp-content/blogs.dir/1/files/2012/02/publish.png

http://depictingyourworld.files.wordpress.com/2009/11/model-release-form.jpg

http://fidoloves.com/wp-content/uploads/2010/05/fido-loves-4919.jpg

http://www.google.com/imgres?imgurl=http://www.brandsoftheworld.com/sites/default/files/styles/logo-thumbnail/public/032013/bitly.png&imgrefurl=http://www.brandsoftheworld.com/logo/bitly&h=195&w=195&sz=15&tbnid=-HlflTY5xydX8M:&tbnh=91&tbnw=91&zoom=1&usg=__gKsKw031PclyrjMkWyw_W4YjQZc=&docid=4Ll0uAPpIh209M&sa=X&ei=RD47UoyHO7LE4AOt_IGgCA&ved=0CFQQ9QEwDQ&dur=255http://www.google.com/imgres?imgurl=http://opinionexchange.lohudblogs.com/files/2013/01/flipboard.png&imgrefurl=http://opinionexchange.lohudblogs.com/2013/01/18/how-to-read-on-flipboard/&h=931&w=740&sz=27&tbnid=VVmdQV9Zfi_obM:&tbnh=92&tbnw=73&zoom=1&usg=__H9b7N0oUK-9nJ6BYyoE23oDR36A=&docid=TFKeguL3tpqHvM&sa=X&ei=3z47UsfWBdWv4AOO4YDoDA&sqi=2&ved=0CCsQ9QEwAA&dur=252http://www.youtube.com/yt/brand/downloads.html

http://www.businessnewsdaily.com/images/i/000/001/616/original/TOOL-BELT-ART.jpg

http://daily.undergradsuccess.com/wp-content/uploads/2013/05/Flexibility-Undergrad-Success.jpg

http://static.businessbecause.com/uploads/default/news/images/70c639df5e30bdee.png

Photo and Statistics Credit