Gone are the days when homeowners associations had to rely on HOA websites to post announcements and reach members. Nowadays, disseminating information is as easy as posting on HOA social media. However, just because social media is robust and accessible doesn’t mean it’s infallible. HOA board members must learn how to use these platforms wisely to be effective.
The Complexities of HOA Social Media
Social media has provided many benefits to homeowners associations. HOAs can post announcements, meeting notices, and event reminders. Meanwhile, community members can share their feedback and engage with their neighbors. However, while social media is helpful, it can quickly devolve into chaos.
For instance, HOA members might spam promotional posts about their business or post the same critical feedback every other day in the Facebook group. Some might use it to promote harmful ideas that invoke fear in the community. Board members might choose to delete all these posts, but if your HOA is large, this can be time-consuming. In the worst-case scenario, these posts can damage the community’s well-being. They can sow discord among members, undercut HOA rules and authority, and even lead to legal claims and lawsuits.
Conversely, the HOA social media might not take off. Members might not engage or even check the association’s social accounts, resulting in neglected announcements and ineffective communication.
Best Practices to Handle HOA Social Media
How do you bring order to an otherwise chaotic social media platform? Moreover, how can you bring value to the community using social media? Here are some social media best practices for HOAs to keep in mind.
1. Define Your Goal
A homeowners association should know why they are creating a social media account. Is it to disseminate announcements quickly? Does the HOA want to build a stronger sense of community? Regardless of the purpose, an HOA should clearly define its goal for the social media account. This goal will help you develop guidelines about how to use the platform and provide direction in the content you post.
2. Choose Good Platforms
Should a HOA have a Facebook page? Is it better to create a Twitter or Instagram account instead? The answer will depend on the community’s goal. Creating an HOA Facebook page and public Instagram account may be the best choice if you aim to promote the neighborhood to potential buyers. However, if you want to disseminate short announcements, using Twitter quickly might be the best option.
A chat group can also be beneficial, depending on your needs. Private group chats can encourage organic communication between homeowners and foster a sense of community. But they’re harder to review, and you cannot moderate content as easily.
In addition, it’s important to consider your demographic. Older homeowners might be more familiar with Facebook and LinkedIn. However, Instagram and Twitter might appeal to younger members. Generally, most homeowners associations opt for Facebook and LinkedIn as they can foster a good sense of community.
3. Develop a Social Media Policy
An HOA social media policy defines who can access the website, what information is allowed, and what kinds of posts are prohibited. The policy establishes the rules of etiquette in the HOA’s online accounts to ensure peace and order. Here are some questions you can consider while developing your policy:
Will the social media page be public or exclusive to residents?- Who can post on the social media group or page?
- What kind of content is allowed, and what is prohibited?
- Will the HOA screen content before publishing? How?
- What authority does the board have to penalize violators?
- What are the homeowners’ privacy rights?
A social media policy will protect the association from liability and make social media use more effective. We recommend posting these guidelines on a separate HOA Facebook group rules post. Moreover, be clear about when and how to delete posts violating your guidelines.
4. Appoint Administrators
HOA board members on social media are usually appointed as administrators of these platforms. However, appointing only a few people — maybe two to three individuals — to manage the accounts is best. These administrators are responsible for posting, monitoring posts or comments, and responding quickly to homeowners. They should also bring any concerns to the board’s attention.
Administrators need to be able to handle conflict gracefully. They should also be wise enough to discern permitted from prohibited content. Sometimes, the lines can be blurry. Finally, they should know what and how to post on these platforms. Who you choose to be an administrator can make or break your association’s reputation and determine whether you achieve your goals.
5. Understand the Law
HOAs should be aware of any relevant laws. For example, plagiarism, copyright infringement, privacy violations, and posts that cause emotional distress could easily lead to a lawsuit. Posts and comments made online remain there forever. Even deleted posts can find their way back into the internet through screenshots. Be mindful of the law before you post anything.
6. Adjust Your Privacy Settings
It’s always important to determine your privacy settings before doing anything. Typically, it’s a good idea to keep your social media page or group private. This keeps non-members from joining and causing distractions. Moreover, it ensures all content remains relevant to the community.
7. Do Not Invite Complaints
Homeowners associations will sometimes sponsor a forum where homeowners can post their complaints. While this seems like a good idea, it usually doesn’t end well. This is because forums like these invite defamatory statements that the HOA might not like.
8. Handle Negative Comments with Grace
All too often, homeowners associations penalize members who post negative comments. Some may even file a lawsuit for critical feedback. This begs the question: can an HOA sue you for social media posts? While an HOA may try, some argue it could violate the First Amendment. The HOA’s action may also be invalid if the homeowner posts on their personal social media account.
Penalizing homeowners for negative comments, unless they are outright defamatory or actionable, may reflect poorly on the association. It’s usually best to handle negative comments and posts with grace. Take the time to respond and hear the residents out. Let them know you know where they’re coming from and acknowledge their grievances. Doing this shows how much the HOA cares about the community. If possible, move the conversation to a private space.
9. Deliver Useful Content
Engagement is an integral part of social media. The HOA’s social media account might become useless if it isn’t engaging. What use is there to post announcements on a website nobody looks at or sees?
To drive engagement, focus on posting helpful content for the homeowners. Share relevant photos, such as those of meetings and community events. You can also publish a blend of administrative and social content. For example, some posts might involve policy updates, road closures, and meeting dates. This is necessary information for homeowners to be aware of.
However, your social media page shouldn’t solely consist of this. To boost engagement, it’s also best to post about birthdays, events, parties, and resident accomplishments. Aim to deliver a variety of useful content.
10. Stick to Facts
Social media should not be used to promote opinions, editorials, and political ideals. Doing so could put the HOA in hot water and cause conflict. Instead, post only factual information. Examples include weather alerts, holiday notices, lost pet alerts, event information, meeting dates and times, parking rules, and construction announcements.
11. Do Not Post Private Information
When posting on social media, avoid violating people’s privacy. Avoid posting healthcare data, personal information, and financial information at all costs. If you’re unsure whether a post violates privacy laws, it’s best not to post it.
The Bottom Line
HOA social media can be a powerful tool. It can foster a stronger bond between the community’s residents and quickly disseminate essential announcements. However, social media comes with many risks. Board members should familiarize themselves with these risks and employ these best practices to avoid liability.
Condo Manager is a robust HOA management software for HOA management companies and self-managed associations. Call us today at (800) 626-1267 or contact us online for a demo!
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