Condo Media - May 2020 - 30

Risk and Reward

1

MANAGING SOCIAL MEDIA
Have a plan. Understand how
you want to use social media-
the goals you want to achieve-
and articulate those goals clearly to
members of your community. The old
saying, "If you don't have a destination
in mind, any route will get you there,"
applies. If you don't know why you are
using social media, you won't be able to
define what content you want posted
there and, equally important, what content you don't want. "Emphasize the
community-building aspect," Previti
suggests. "Explain that this is a place
to make suggestions or talk about the
upcoming community event. It's not a
place to complain about a neighbor who
is parking too close to your car."

2

Establish ground rules for who
can use the platform(s) and for
the content that can be posted
on it. Your "acceptable use" policy
should, at a minimum:

 pecify who can participate on assoS
ciation platforms. You will probably
want to limit access to "friends" on
a Facebook page and to association
"members only" on at least some
sections of an association website.
Expressly prohibit the posting of:
n Negative or disparaging comments
about individuals or entities.
n Confidential information-about
owners or employees or anyone else-
that might violate privacy rights.
n Harassing, discriminatory, pornographic, or threatening comments
or material.
n Copyrighted material or images.
n "Junk" messages, advertisements,
or other solicitations unrelated to
the association.

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30

CONDOMEDIA May 2020

If the association is already using
social media but hasn't developed and
published appropriate use guidelines,
Hughes suggests, "Do a re-boot."
Re-introduce the platform, explain
its purpose, and note the ground rules
users must follow.

3

Assert the association's right
to remove content that violates
the usage standards and to deny
access to individuals who fail to respect
the terms of use.

4

Establish procedures for
screening content before it is
posted and for removing content
deemed to be offensive, potentially
libelous, or otherwise inconsistent with
the usage standards. "Someone is going
to have to monitor the site," Hughes
notes. He suggests appointing a volunteer committee to handle that task.
"This eases the workload on the board,"
he says, and it makes the monitoring
Condo Media - May 2020

Table of Contents for the Digital Edition of Condo Media - May 2020
