Professionalism Begins Online

We have all had bad days, but is that a license to blab to the world about how much you hate your job because we’re just not “feeling it” that day? SPOILER ALERT; the crux of this article is that no one cares! Nonetheless, there will be teachers, CPAs, Realtors and even doctors who will spill their guts on the internet through social media. The individual may feel a little better after a purge, but his or her audience is aghast.

A couple of weeks ago, I was with about a dozen veteran real estate agents who were mortified by some of the recent posts of fellow Realtors. Things that apart from just being in bad taste, could actually get the licensee in a lot of hot water. Of course, I immediately pulled out my smartphone to see who was doing what. Oh yes, you will get reactions, but will you get business? I will confess just when I think no one is reading my feed, I may drop a quick comment about an elected official or some new government policy and inadvertently start a firestorm controversy. Right there on MY page… YIKES! Well, if you are alright with that, than that’s your business decision to make.

It really is a business decision. Most people with a professional license are independent contractors. That being said, they are small business owners. To which they are THEIR OWN boss and responsible for taking measures to avoid liability. If one agent tweets out their own resentment toward a fellow Realtor, the overall process or heaven forbid, their own client, repercussions are soon to follow because literally everyone on the planet can read it. As in the case of Realtors, the NAR Code of Ethics, Article 15 reads…

“REALTORS® shall not knowingly or recklessly make false or misleading statements about other real estate professionals, their businesses, or their business practices.” 

The supporting standards go on to state the professional could be made to remove the post and, essentially, apologize. In the case of clients, they could sue over a careless post as it is a breach of agency. So why would someone want to air their dirty laundry online in the first place?

Rachel Albertson, with InfoRule Social Media, a Murfreesboro based marketing firm states; “You do not have to be friends with clients on social media. In fact, I do not recommend it.”  Apparently, Disney thinks that’s a good idea as well. Their employees are NOT permitted to mention they work for Disney. To violate this policy could be grounds for termination. So, be mindful of how you intermingle your private life with business.

Legal issues aside, remember what your mom told you about “conversation in mixed or polite company”? Do not discuss sex, politics or religion. Mom was right! Yet, here is where a lot of people miss it. To spare you the details here, MASHABLE has compiled a list of people who were let go over social media posts. I am not suggesting we have no opinions or never share our ideas, that’s not my place. Though I will offer a friendly reminder if you post something political, you stand the chance of alienating half of your audience.

Professionalism begins online. In the 21st century, the majority of consumers start looking for an insurance agent, mortgage broker, Realtor or dentist through the internet. The search is actually a funnel. The buyer asks a question of a search engine, follows the answer to an industry publication, then a geographic company and then YOU! They already have a vague idea of what a professional is suppose to be before they ever click your name. When they ask a serious question, they anticipate a serious, coherent answer. If what they find instead is an agent posing with a sock monkey, they may not take that professional as one who is serious or would be responsible with their money. In short, the agent appears UNprofessional. Don’t get me wrong, I love sock monkeys as much as the next guy, but if there is no marketing tie-in or a picture of a give away at a children’s hospital, no one would take me serious. They certainly would not trust me with their biggest financial investment. Time to take down the cutesy avatar.

Blaine@realtracs.com

 

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