1 | A Guide to Social Media Social media consists of interactive platforms where individuals digitally create, share and communicate information, ideas, personal messages, and other content. From a business point of view, social media holds unlimited opportunities as it has the potential to reach a large number of consumers rapidly. Many businesses and industries are using social media to promote their products and services. There are numerous social media platforms, each with its own unique features and challenges. No matter which platform is used, registrants must ensure that all advertising complies with REBBA 2002 and the Code of Ethics. RECO’s Advertising Guidelines should be used, along with the legislation, to ensure that compliance is achieved. A copy of RECO’s Advertising Guidelines, REBBA 2002 and the Code of Ethics can be found at www.reco.on.ca. Information shared via social media is generally either “open to the public” or “sought-after.” “Open to the public” includes general advertising or advertising that is accessible with a generic search. “Sought-after” advertising requires an individual to subscribe to or seek out a specific registrant, brokerage, etc. RECO’s requirements for “sought­ after” information may be less stringent than for information that is “open to the public.” However, no matter how social media is used to promote a registrant’s business, the minimum requirements for advertising must always be met. Unlike print ads, advertising through social media is not “black and white.” Therefore, registrants who use social media as a method of advertising are encouraged to be exceptionally diligent in ensuring that they maintain compliance with REBBA 2002 and its regulations. This guide is a tool that accompanies RECO’s Continuing Education Elective, Social Media for Real Estate Professionals. The elective is an introduction to social media advertising and compliant social media for the real estate profession. Log in to MyWeb and click the purple “Online Continuing Education” button to access RECO’s Mandatory Continuing Education Program. Social Media