Whats in a Name
I was reading Inman News this morning when I came across a story “Facebook group for Realtors forced to shut down over title” and the subtitle was “Local association takes issue with ‘Realtor’ in networking group’s name”.
As an industry, REALTORS have worked hard for the title of REALTOR to mean something. Daily there a lot of marketing resources that are put into ensuring that the public when they hear that someone is a REALTOR they associate the name with professional and a standard of quality. I believe that to ensure that the title REALTOR does not become as generic as Jacuzzi, Xerox, coke that the National Association of REALTORS and the local association has to work diligently to ensure that it is not used inappropriately.
However, in reading the story I did not come away with that the issue was so much with the word REALTOR in the title as the fact that the individual who set the group up was using the title/initials of the local association in the name.
As an employee of the association, I work closely with members on a daily basis. For the most part, they are wonderful people and a large part of the reason why I enjoy my job as much as I do. There are a few members though who take initiative for things that should be the domain of staff. For instance, I have had members send out brochures or email messages for an event with the association’s logo and information on the message, and sometimes the information has been incorrect.
As far as the public is concerned if the information has the name of the association or its branding then it is from the association. In this case, I agree with the Northern Virginia Association of REALTORS decision to ask the member to cease. If something was done, that was inappropriate like it or not it would reflect directly on the association. Likewise, if you are going to have a group that is designated or associated with REALTORS it is, I believe, valid to ask to ensure that the people who belong to the group are at least REALTORS.
As for the Northern Virginia Association of REALTORS decision not to take over ownership of the facebook group I can’t second guess their decision but I probably would have made a similar choice if I was in their position. If they had taken ownership of the group, they might have assumed responsibility for anything that occurred in the group prior to them taking it over. In addition, they may be planning to launch a similar group or campaign and did not have the resources to spare.
Ultimately, I think this story is less about using the term REALTOR inappropriately in a facebook group and more about a group protecting their name. In the future rather than taking the initiative to create the group for the association why not call up the association and get their buy-in. If a member were to call me and say that they wanted to create a Bay East Facebook Group I would say I am sorry we have created one and when we launch our new website you will be able to associate yourself with it through the your member profile.
Mark, we have a different perspective, so we a Facebook group. http://www.facebook.com/group.php?gid=5870360162
We have 105 members and counting with very little in the way of interactive direct marketing.
Personally, I would have taken up the offer to assume ownership of the group. With the advent of social media, REALTOR associations need to acknowledge that they are not fully in control of the message. And one could argue that they never were. Believe it or not, REALTORS talk about their associations over lunch, in the hallways at meetings, on the phone, in sales meetings, and etc. Facebook is just another place to talk. But on Facebook, unlike the former, the association has the opportunity to be involved in that conversation. I wouldn’t pass up that opportunity.
Ben,
First off congratulations on the getting the group started on Facebook. How long did it take you to get the membership numbers you have?
As to my post I really appreciate your comments and perspective but I believe you misunderstood me. I am absolutely in favor of local associations participating in social networks. Likewise I would never attempt to control the conversation about the association.
The only issue I have is when a member well intentioned or not does an action in the name of the association, as that action will reflect on the association. That is not to say that I don’t want members to be public advocates for the association rather I don’t want them to speak for the association.
Thanks for reading the blog and I love your association’s website especially the Ted!
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