Social Media Best Practices & Guidelines
Always keep in mind that your social media activities, on both your personal and business pages, are a reflection on the company as well as you. We are bound by the NAR Code of Ethics, NAR & NCREC rules, regulations, bylaws and standards of practice, and we must comply with Federal/State Fair Housing Laws.
Requirements:
• Either include “Coldwell Banker Sea Coast Advantage” in your Page Name (For Example “FirstName LastName Coldwell Banker Sea Coast Advantage”) or be sure to disclose your brokerage affiliation to Coldwell Banker Sea Coast Advantage in all of your posts including video.
• Promotional content must include Coldwell Banker Sea Coast Advantage Logo
• Logo treatment must follow brand standards (view our Brand Standards & Style Guide for more information)
• Coldwell Banker Sea Coast Advantage logo may not be smaller than any other logos on materials
DO:
• Make posts that show your market expertise in the Real Estate industry including stats, why it is a good time to buy/sell, buyer/seller tips, etc.
• Make posts that show your local area expertise and why you love where you live
• Make posts that show your personality, what makes you laugh, what you care about, what inspires you
• Take pictures everywhere you go!
• Post video natively (upload video file directly into social platform rather than posting YouTube link this makes video play automatically in Feeds)
• Use a royalty-free stock photo source to fill out your content (try pixabay.com, pexels.com or unsplash.com)
DON’T:
• Complain, vent, or share negative experiences about vendors, builders, or other agents
• Provide advice outside of your area of expertise (financial, legal, medical)
• Post pictures you find on google or any other source that is not guaranteed to be royalty free
• Post screen shots, photos, or saved versions of other people’s content without permission
• Promote other agent’s listings or use their listing photos without permission
information on Disclosing Your Brokerage Affiliation
Per the NAR Code of Ethics, and NCREC License Law, you must disclose your brokerage affiliation in all content that could in any way be construed as an advertisement for real estate services or sales that means, if it is promoting your business or a listing, it must include the words Coldwell Banker Sea Coast Advantage, or a compliant Coldwell Banker Sea Coast Advantage logo.
While some have interpreted the Code of Ethics to allow for what they refer to as a "one-click rule," allowing the brokerage affiliation to be disclosed in a second step, such as clicking a link or scanning a QR Code, the NCREC has given explicit guidance on this: The Commission is aware that brokers have mistakenly believed that as long as a consumer can get to the name of the sole proprietorship/brokerage within “one-click” on the post, they are adhering to the advertising rule. For clarification, the Commission does not have a “one-click” rule.” Therefore, when a broker uses social media to advertise property, they should include the name of the sole proprietorship/brokerage in one of the following ways:
• In their social media name/handle
• In the caption of their post
• On the image of the property
• In their videos (e.g. stories, reels).
Article 12, Standard of Practice 12-5, of the NAR Code of Ethics states that "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.”
North Carolina Administrative Code 58A .0105 states that "A broker shall not advertise any brokerage service or the sale, purchase, exchange, rent, or lease of real estate for another or others without the consent of his or her broker-in-charge and without including in the advertisement the name of the firm or sole proprietorship with which the broker is affiliated."
Here is a link to all of our logo options in Dropbox
Guidelines
Be Smart.
Exercise good judgement and common sense. If your online profiles reference your affiliation with Coldwell Banker Sea Coast Advantage, then you represent the brand. The internet never forgets, and screen captures or grabs are easily shareable outside of private groups or text threads. It’s easier than you may think for comments to be traced back to you, so be sure what you share or post is appropriate before hitting the post button. Always assume everything is public.
Be Honest.
Be transparent in conversations that involve the real estate industry. Identify yourself as a Coldwell Banker Sea Coast Advantage associate when discussing the company or the industry; we’re proud of our affiliation with you, and we hope you feel the same about us.
Remember that when you identify yourself in your online profiles as being affiliated with Coldwell Banker Sea Coast Advantage, your content may appear to be “company approved” or “authorized.” Be sure to clarify statements when you’re stating your own opinion. A phrase as simple as “These opinions are my own and not the opinion of Coldwell Banker Sea Coast Advantage” is sufficient. Even with a disclaimer in your bio or “about” section, it may not stop someone from complaining about your posts or comments, while noting you’re affiliated with Coldwell Banker Sea Coast Advantage.
Additionally, you are personally responsible for any online activity conducted with a brokerage email address, as well as any activity that can be traced back to the brokerage’s domain and/or brokerage assets.
Choose Respect.
We live in a diverse culture – with a myriad of opinions, beliefs and values. Please show respect for others especially pertaining to divisive topics (like politics or religion). Do not use ethnic or racial slurs, hurl personal insults, or engage in any online conduct that would not be acceptable in the workplace. Remember that federal and fair housing laws were put into effect to create an even playing field for all, and laws prohibit discrimination based on race, color, religion, sex, disability, familial status and national origin.
Every person you come into contact with – in person or online – is a potential customer, colleague or friend. Be careful not to alienate them by making irresponsible comments.
Be Positive and Prudent.
Social media is not a place to vent or share negative experiences. If you have a negative experience with a vendor, builder, or other agent, please speak with your managing broker, and do not post about it online.
If you are considering content that makes you stop and think – chances are, you probably shouldn’t post it. It can be helpful to type it out (somewhere other than social media) to get it off your chest. It can also be helpful to ask someone else to review what you’d like to post. A fresh set of eyes and perspective can sometimes save you, and potentially the company, embarrassment or repercussions.
Be aware of laws regarding defamation, discrimination and copyright. Please do not make comments that could reflect badly on Coldwell Banker Sea Coast Advantage.
Some may feel that it is acceptable to make divisive posts/comments under the guise of a fake social media account, but in this era of advanced technology, your identity is much simpler to ascertain than you might imagine. Always post and/or comment as if you’re using your real name/image/work affiliation.
We’ve all heard a lot about privacy and sharing personal details online, and the dangers of not being aware. The reality is, nothing is private if you post it online. Routinely review privacy settings on your social media channels to ensure you’re doing all you can to be safe.
