Personal and Professional Social Media Overlap: A Strategic Approach

BY CHUCK KASKY

In the age of social media, our online presence plays a crucial role in how we are perceived, both personally and professionally. REALTORS® believe, and are even taught by professional coaches, that merging the two worlds is a best practice. I understand that you are so much more than just your real estate business. You’re a human with ideas, passions, and thoughts about the world. People don’t want to just see your listings and testimonial graphics you made up in Canva. They want to know the real you.

A recent NAR study revealed that 77% of real estate professionals rely on social media for their business. And marketing experts generally agree that personal brands are more valuable than generic business accounts. That said, when developing your social media strategy, it’s important to acknowledge and understand the pros and cons of mixing the personal with the professional, while keeping in mind that you are not only representing yourself, but your broker, and the entire REALTOR® community. Consciously setting boundaries in crucial.

Professionalism and Brand Image

Your social media accounts serve as an extension of your personal brand. Maintaining a professional tone, sharing industry insights, and engaging with relevant content can enhance your credibility and reputation. Consider avoiding posting controversial or overly personal content on these accounts. Find a balance between personal and professional posts. Sharing value added information, such as articles, professional achievements, and networking opportunities can also engage current and prospective clients. From the personal perspective, sharing what makes you, YOU... your favorite coffee order, a day in the life, what education opportunities you want to take--or simply a post of your puppy--these things can show authenticity and relatability! This strategy not only boosts your professional image but also attracts like-minded professionals and potential career opportunities.

Engagement and Networking

Engaging with your audience is crucial for building a strong online presence. Actively participating in industry discussions, commenting on posts, and sharing insights can help establish credibility and expand your professional network. However, it’s important to engage thoughtfully and professionally, as certain groups or discussions can sometimes cross ethical or regulatory boundaries. Be mindful of the content you interact with and ensure that your participation aligns with industry standards and licensing requirements. If you’re mixing professional engagement with personal interactions, maintaining a clear distinction between the two helps protect both your reputation and your license.

Are there legal risks?

Code of Ethics. As REALTORS®, you are subject to the Code of Ethics, which also applies to anything you post online. Note especially, Article 12 of the Code of Ethics, which requires you to be truthful in advertising and disclose your status as a real estate professional. Also, Article 10 of the NAR Code of Ethics prohibits REALTORS® from denying equal professional services to any person for reasons of race, color, religion, sex, disability, familial status, national origin, sexual orientation, or gender identity.

Standard of Practice 10-5 prohibits REALTORS® from using harassing speech, hate speech, epithets, or slurs based on race, color, religion, sex, disability, familial status, national origin, sexual orientation, or gender identity.

Fair Housing Act. Most REALTORS® know that the Fair Housing Act prohibits discrimination in housing due to race, color, national origin, religion, sex, familial status, or disability. On social media, you may be limited to a certain number of characters and must be sure that you are advertising to the broader population and not discriminating against any specific class.

Client Privacy. In posting information about or pictures of a home online, make sure that you are not disclosing information that could identify a specific individual or any confidential information about a transaction.

Intellectual Property Infringement. Copyright protection is available for every original work that is ultimately made into a tangible medium of expression. As a REALTOR®, ensure that you have the right to post content, including pictures, music, and videos, before putting it on social media. If you do have the right to post, make sure that you are also attributing the work properly.

Antitrust. REALTORS® need to be extremely careful about suggesting that they refuse to work with certain individuals, websites, or companies to avoid any antitrust concerns. Likewise, REALTORS® should be cautious about posting or sharing anything regarding charging a certain commission.

Despite the risks, social media is an excellent tool when used correctly. As a REALTOR®, brand is everything, so make sure to protect your brand by ensuring your social media content is accurate, ethical, and lawful. In today’s interconnected world, overlapping personal and professional social media is a strategic move that offers numerous benefits. By defining boundaries and maintaining a consistent brand image, you can effectively navigate the digital landscape.

Chuck Kasky is CEO of Maryland REALTORS®.