Matthew Zifrony, a real estate attorney in Fort Lauderdale, Fla., says any liability owners might face can likely be mitigated through the user agreements residents sign when they join. More troubling is what residents say about local businesses in the forum, he says. “What worries me from a liability standpoint is what people say about the neighborhood restaurant,” Zifrony says. “The apartment complex may get a nasty letter from the restaurant’s attorney saying, ‘How dare you host a forum that defames me?’” Zifrony recommends that property owners follow the example of television producers and issue disclaimers saying, “The views expressed here are not necessarily those of XYZ company.”
Whatever the risks, the proliferation of online social networks is inevitable. Offering them to residents may soon be a must, rather than a maybe. “The bottom line is, it’s a business decision,” Zifrony says. “If they find the business benefits outweigh the risks, they’re going to do it.”
Joe Bousquin is a freelance writer living outside Sacramento, Calif.
ACTION ITEMS
BE SOCIAL
Implementing a social network? Keep these three rules of engagement in the forefront.
- Mix online and offline. Don’t keep your residents behind closed doors. Use online social networks to spur real-world connections at property events. Doing so promotes a sense of community
- Monitor the portal. Designate someone on staff to participate in and read online forums. It shows residents that management cares, while letting you keep an eye on who’s saying what. Allow venting, but block inappropriate comments as they occur.
- Take action. If residents gripe—as they likely will—address the issue. Being responsive to problems makes sure small issues don’t become big ones. Remember, from residents’ perspective, resounding silence can be maddening.
