Using social media for HOAs has become quite a common practice nowadays. Given its widespread availability and reach, it has become a popular communication tool for boards and homeowners alike. However, social media has downsides, so boards should enact proper rules to govern its use.
The Pros and Cons of Using Social Media for HOAs
There is no denying that the rise of social media has brought interconnectivity to a whole new level. With the click of a button, people can share information, photos, and videos at a rapid rate.
Many homeowners associations have used this tool to improve communication with residents. However, as with a lot of things, social media brings with it several pros and cons. It is essential to analyze these pros and cons so that boards can make an informed decision on whether or not to incorporate social media into their communication arsenal.
Pros of Social Media for HOAs
The pros of social media in HOA communities include:
- Improved Communication. Social media platforms make it easier for HOA boards to communicate quickly and effectively with homeowners. Announcements, reminders, and updates can be posted instantly, reaching a large audience.
- Increased Engagement. Social media can foster a sense of community by encouraging homeowners to interact with the board and each other. It can be a space for discussions, sharing ideas, and addressing concerns.
- Cost-Effective. Social media is free or low-cost compared to other communication methods, such as printed newsletters or mailed notices. Therefore, it is a budget-friendly tool for HOAs.
- Convenience. Homeowners can access information at any time, from any location. They can also respond or ask questions more easily than traditional communication methods.
- Faster Feedback. Homeowners can provide immediate feedback on issues or suggestions, allowing the board to address concerns promptly.
Cons of Social Media for HOAs
The cons of social media in HOA communities include:
- Risk of Misinformation. With many homeowners participating, there’s a higher chance of spreading rumors, misinformation, or unverified claims. This can create confusion, conflict, and tension among homeowners and board members.
- Lack of Privacy. Social media discussion may not be private or secure, raising concerns about confidentiality. This is particularly concerning when sensitive topics like legal matters or personal grievances are involved.
- Moderation Challenges. Managing the tone and conduct of discussions can be challenging. Improper moderation can lead to potential disagreements or heated exchanges among members. Boards may need to appoint moderators to ensure conversations stay civil and productive.
- Exclusion. Not all homeowners may use social media or be comfortable with technology, especially in communities with technologically challenged residents. Relying heavily on these platforms can leave some people out of the communication loop.
- Liability Issues. Inappropriate comments or posts made by homeowners on an HOA’s social media page could result in legal complications. These include defamation claims and violations of HOA policies, among other things.
How to Use Social Media for HOAs
Social media has several benefits. While there are also disadvantages, many of them can be curbed with the right practices. Boards who wish to use social media for their community should keep the following things in mind.
1. Set Up Objectives
Before starting, the HOA should define its social media goals. These could include sharing updates, promoting community events, or gathering feedback. Clear objectives help guide content creation and ensure the effective use of the platform.
2. Select a Platform
Choosing the right platform depends on the community’s needs. Many have a homeowners association Facebook page. These are popular for HOAs due to their ease of use and privacy settings. Additionally, Facebook remains the leading social media platform in the United States. This means most of the HOA’s members likely already have access to it.
Other platforms like Nextdoor or private forums may also work well, depending on homeowner preferences. Given the nature of HOAs, platforms such as Instagram and TikTok are not best suited for communicating with homeowners. They are better used as promotional tools.
3. Establish and Enforce Rules
It’s essential to set guidelines for participation. Establishing clear rules ensures respectful communication and keeps discussions focused. The HOA should post these rules on the page and enforce them consistently to maintain a positive environment.
Moderators should monitor the content that homeowners post. If a post or comment goes against the rules, moderators should take swift action to delete it. They may even warn the poster or commenter not to do it again or face a temporary ban.
4. Appoint Admins
Managing a social media page requires oversight. The board should appoint a few trusted individuals as administrators or moderators. Admins monitor content, approve posts, and step in if discussions become heated or off-topic.
Of course, board members can do this themselves if they choose. Admin or moderator work tends to be demanding, though, especially if anyone can post or comment at any given time. The workload can also multiply depending on the number of residents in the community.
5. Focus on the Facts
HOAs should always prioritize factual and relevant information in posts. This includes updates on maintenance schedules, community events, or rule changes. Avoiding opinions helps prevent misunderstandings or conflicts among homeowners.
6. Engage Homeowners
Social media works best when there’s active engagement. HOAs can encourage homeowners to participate by asking for suggestions, creating polls, or inviting discussions. This keeps the community involved and fosters a sense of connection.
Sometimes, getting homeowners out of their shells takes a while or some effort. Some homeowners may feel shy or apprehensive about communicating with their neighbors in person at meetings. These people may benefit from the decreased pressure that social media allows. Before long, these homeowners may feel more comfortable talking to others and participating in HOA activities.
7. Prioritize Confidentiality and Privacy
While social media promotes transparency, HOAs must be mindful of privacy. Personal information, disputes, or sensitive topics should not be shared publicly. It’s important to remind homeowners that social media is for general information, not for private matters.
HOA Social Media Rules
Board members must establish a policy to govern the use of social media in their community. At a minimum, an HOA should tackle the following guidelines.
1. Identify Permitted Content
The HOA board should determine what type of content can be posted, commented on, or shared on the platform. A general rule of thumb is that content should be limited to topics related to the association. Examples include meeting dates, new rules or changes, deadline reminders for HOA dues, and community events.
Even if the HOA has a website or owner portal where members can access important documents, it’s still wise to post links to them on the platform. This will give homeowners easy access to the HOA’s governing documents, application forms, meeting minutes, and more.
Of course, the HOA’s social media page tends to stagnate when there’s nothing worth announcing, which may negatively impact involvement. To keep engagement up, the HOA can share helpful content such as maintenance reminders, gardening tips, cleaning advice, etc. The board can also share photos from recent community events.
2. Identify Prohibited Content
The HOA board should establish what type of content is permitted and what is not. All members—homeowners and board members alike—must not post prohibited content.
Prohibited content can vary, but they generally include the following:
- Profane or violent content
- Defamatory or offensive content
- Personal attacks
- Disruptive content with the intent to abuse, intimidate, threaten, or harass (example: trolling)
- Links to websites or files that contain malware
- Spam
- Confidential information (including HOA-related confidential information such as contract negotiations and ongoing litigation)
- Click baits
- Sexual content or content that is not safe for work (NSFW)
- Discriminatory content or content that encourages discrimination
- Illegal content or content that promotes unlawful, harmful, or offensive acts
- Personal information without the consent of the party
- Photos of children without the consent of the parents
- Trademarked or copyrighted content
- Promotional content without the approval of the moderator or HOA board
- Personal opinions are made to look like the association’s opinions
- Rants
- Gossip, hearsay, and speculation
- Political bias
- Criticism
Violating the rule on prohibited content should carry a stern penalty.
Moderators should remove the post or comment immediately, requiring no prior notice to the poster or commenter. Better yet, the HOA can adjust the settings so that moderators have to approve content before they are posted. However, this may not be possible for comments.
Depending on its severity, the first offense can result in a strict warning. However, if the homeowner violates the rule again, the HOA should consider removing the offender from the social media page or group. Alternatively, the HOA can revoke their ability to post content or comment on posts.
3. Establish Controls
Finally, it is essential to establish internal controls for the social media page. These controls should answer the following questions:
- Who can access or join the HOA’s social media page/group?
- Who can approve or deny posts?
- Are there going to be offline hours?
- Who can post or comment?
A Double-Edged Sword
Using social media for HOAs is inevitable, especially with the prevalence of technology in our day-to-day lives. However, boards need not use social media if they feel it’s not best for the community. That said, if the board does opt to make a social media page for the HOA, it is pertinent to use it wisely and establish a social media policy.
Personalized Property Management offers HOA management services around Southern California, including assistance with owner communications. Call us at 760-325-9500 or email us at info@ppminternet.com for more information!
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