NAR is Looking for a Social Media Manager

NAR’s choice is easy. Come in here for five seconds, compile a list of the many great writers/commenters, and get on the phone and start interviewing. Hiring anyone not directly involved with social media in real estate terms would be foolish I think. I also agree with Jay’s thoughts on location of the job. I think not only would it make more sense for NAR to let the new position be flexible in their location, but would also show NAR’s willingness to adapt to the new school of thinking with all things technology. I love the idea…can’t wait to see where they go with it.

What do I have to say? Well I’m a REALTOR, so I guess that would be nothing :p

What do we need is …
1. an outsider.
2. virtual love
3. less NAR reaction and more proactive

What we don’t need …
1. Another “Talking Head” with NAR agenda
2. Another 60 year old white man telling agents what they should be doing.

I think NAR would do best to look for a young, active Social Median that has there roots in Real Estate. I happen to think I fit that bill quite well.

Thanks for the Twit about the post btw Lani 😉

Conflict of interests? NAR wants a “Social Media Manager” who’s job will be to suppress Transparency, Openness and Participation ( pillars of all Social Media ) in real estate and ensure NAR’s closed, proprietary walled garden that requires paid membership?

I know for a fact that nothing can be said publically by a rep from the nar without first bouncing it off the PR folks, so what they’re actually hiring (probably not even realizing it) is a new spokesperson, not a social media pro.

DEAD ON!

Just exactly what ways does anyone expect NAR will use SM? For Yun to twitter that thinks the financial crisis is overblown and that NAR is doing their part by raising our dues so the increased bank deposits will add to liquidity?

This is part PR position where the medium is SM and part powerplay to dictate it’s use among the membership, as they have attempted to do with the term “MLS”.

Seems to me they’re going to need more than one person for this position – unless, of course, they hire Lani. How in the world is one person going to be responsible for all of those duties and the travel that’s going to go with it? Maybe if they broke the duties into smaller pieces they could hire more people with diversified knowledge and not have to relocate someone to Chicago. Part-time kind of thing – they could use Realtors who are highly involved in social networking.

I agree that they’re severely limiting their options by requiring the person to be based in Chicago.

Vicki,

To be done correctly, it’s going to have to be full-time, plus more. Social Media, doesn’t work from 9 to 5, it works 9pm till 8 am and weekends. This person will most likely be traveling almost all the time.

Matthew – I get your point. I still don’t see how one person can handle all of the duties. Besides, we don’t work 9 to 5 either.

What I forgot – there are plentiful examples of how to do this job right, if only NAR is willing to allow someone to follow the blueprints.

Let me hijack this thread. Would you or would you not want this position? Why or why not?

For me, the person that steps into this position will be headed up a very steep hill. My guess is that if it is someone that reads AG and is widely known in this community, they will be very frustrated with their hands tied behind their back.

Chad:

No, I wouldn’t want this position. 1.) Don’t want to relocate to Chicago (which I love) but think that forced relocation is already missing the premise of the position.

2.) This person will be a target – period. Everything that is “wrong with NAR” will be put on their shoulders, just like Yun.

3.) There is no boss in the world that will hire a position and allow them to openly say things that are contrary to the employer’s best interest, those of the membership at large or that may alienate other employees (members) to the media or on a “blog space.” Therefore, it will be a political position (a “face” if you will) for NAR.

4.) There is no such thing as a social-media “guru.” The best that the position could do, would be to host a good collaborative effort of the service. This would mean being equally nice to AgentGenius, as it would BloodHoundBlog, as many of the writers are members of NAR. (I only use those two as an example)

5.) So, the first time that this employee shows favoritism to one “blogger” or “blog system” (for example saying something negative or positive about ActiveRain) they will forever be branded and loose respect from passionate people on both sides.

I am usually eager to take on most any challenge – but this one will need someone who can ignore “public opinion” and not really say what they think – it’s simply the nature of working for a trade association. The stakes are too high for anyone to say something contrary to the PR line that NAR pays so much money for.

@Jay – I have no idea what the position entails other than what they said it entails:

The Manager of Social Media will ensure that NAR has the knowledge and skills to guide NAR staff and members in creating, facilitating, and participating effectively in key conversations about our organization, our issues, and our members that are conducted on blogs and other online social media channels.

I think the perception is what Benn said here:

“if this person is to have merit and begin teaching the values of SM to other agents,”

IMO, the assumption that this is a position that has anything to do about educating agents about SM is just that – an assumption. It is wishful thinking. There is nothing in that job description that is agent centric. I’m betting this is a “Rudy from Trulia” position – a NAR evangelist using SM to spread the good news about NAR.

@Lani comment #11
You couldn’t be more right about what type of character they need on their side.

@Jay #2
I think you are on to something there Jay. The younger crowd of social medialites, and even the not so young first time home buyers, have a muted opinion at best of NAR. Its that indifference to NAR that I think they need the most help fix.

I fall right into that group that shouldn’t be looked at by NAR. I would want a lot of money to go work for them, but it would be their own poor reputation that would warrant such a high salary.

I am truly curious to see what direction they choose to take the association in. Perhaps the next radio ad that NAR puts out wont sound like it was pressed in the 70’s, and targeted at my grandparents.

@Benn

Then they are attempting to re-invent the wheel. However, there is no precedent for that type educational directive. NAR doesn’t teach agents how to market, how to sell or close, how to use any technology. That isn’t their role and never has been.

I’ll give you that they want to create a position that NAR’s employees look to for development and example, but i don’t believe it is for the educational benefit of the agent.

I believe they want this to be a way to communicate with the modern agent. The problem will still be that while the medium is updated, the message will likely still be just a sales pitch.

Just following this through the comments, it’s interesting how much of a nerve this has hit. On one side of the coin, NAR should be commended for what they’re attempting to do. On the other side of the coin, it’s a sad reflection of how membership feels about NAR.

This post was put up earlier today, and already well over 40 comments. NAR’s on the right track with attempting this kind of an endeavor as evidenced by the comments here. It’s disappointing that so many of us are cynical as to what a position like this can actually accomplish. I truly wish that I wasn’t, and I’m sure there are others here that feel the same. I WANT NAR to be as progressive as Ben Martin and Scott Brunner in VA have been. I WANT to be able to look to NAR as a standard bearer for my industry, an industry that’s in desperate need of a not just a makeover but a fundamental shift in what’s proven to be an archaic ideology. I just can’t get excited that this is an example of that taking place.

Jim, I like the idea of a dual hire. It could provide differing viewpoints that could be good for discussion and engagement.

Being the Manager of Social Media for the NAR would be like being the target for a blind, epileptic knife-thrower. Others have stated the case far better up above, but it sounds like the NAR just wants to jump on the SM bandwagon, giving the post the form and appearance of something that could be beneficial, without giving it any of the substance to make it work. Depending on the temperament of whomever fills the position, and how much carte blanche NAR is willing to let them have, I have a feeling the turnover rate might be very high, seriously curtailing any benefit the post would have for NAR members. I hope that’s not the case; best of luck to whoever lands the job, I think they’ll need it.

Daniel – if it’s $35K to $50K, I hope the job’s in Topeka and not Chicago. Hard to make the case for NAR when you’re personally priced out of a living space. 🙂

What I find sad is that NAR is probably NOT reading this post and the excellent discussion that follows it, nor any of the other post regarding this topic. Short of a few self serving blogs that don’t go very far into actually communicating, they seem totally disconnected from “social media” and their membership

Michelle,

I think that for the relatively small number of members who are using SM, NAR has done a fairly good job of trying. I have met MANY very cool NAR staff people through this venue, several of them on twitter and on their blogs.

NAR has tried, but just not met the expectations of this minority group. SM has evolved so quickly, that I don’t think it’s practical to expect a machine the size of NAR to turn on a dime. They still have to serve the rest of the membership.

All this is in it’s infancy, so I think getting a staffer at NAR this early on is a good start to better things.

I really see NAR trying, but with over a million voice trying to be served “their way” it’s just hard.

We could all do better at serving one another and blending into this ever evolving world.

I’m relieved to see that this position is being created! All of us chatting here know how much work and time it takes to manage social media in our own local regions, and I find it a little discomforting that the NAR is looking to create a job, and not an entire department. In all reality, hasn’t the NAR managed to give it sell one hell of a black eye in the last few years? Does anybody take their sales projection reports seriously?

The problem with the NAR’s image is NOT going to be solved by one person willing to take on a daunting, thankless position. It seems to be a company culture of promoting “buy baby buy” regardless of the housing market. It would make sense to me to bring the NAR focus to one of consumer protection as as well as real estate promotion. I don’t want to point fingers for the housing crisis, but jeez, where was the NAR standing as the mortgage market killed the golden goose??

This needs to be a position of partnership, directly with the NAR executives that run the show. I worry that this is going to be more of a dog and pony show than a catalyst for real change. We NEED this to be a group of people out there teaching realtors how to manage social media and their own image as well as teaching the NAR how to do the same.

Those of us active in Social Media are going to have such high standards and expectations I almost feel bad for the person(s) thinking of applying or that gets the position.

I believe once again, that we will remain in a different category – that sounds so big-headed. I’m just not sure we should look at this new position and say, “What will they be able to do for me?” instead, “What benefit will they bring to the membership”

For this person to reach the general membership of NAR, they will be walking in our footsteps. They will be listening to what Agent Genius, our blogs, our classes are saying….

Queen Kim from upon her pedestal…stepping down….

Todd – you’ve captured the attitude they ought to be looking for in a candidate. There will be no instant results. In fact, I’m still trying to get my arms around any kind of metric. When the effort’s working, we’ll know. That’s about the best I can explain it.

Matthew – once they make the hire, I agree that patience will be needed from the re.net. May not happen, but there ought to be a honeymoon period. It’s going to take time for the position to gain traction. What I fear is an overly heavy hand on the part of NAR management all but ripping the tread off the tire before it can bite into the long road ahead.

Maureen – I agree, especially if it means Jay has to move to Chicago and will sell his domain to me. 🙂

Hey Guys – I take a couple of days to watch the Eagles and the Phillies and look what you all get started on – sorry to get here so late;

Just a couple of thing you guys should know –
1. NAR’s staff (who all live in Chicago – with the exception of the DC based staff) are incredible – Chicago (which is an awesome city with tremendous universities, cultural opportunities, etc) seems to have lots of bright well educated people to fill the opportunities that NAR generates – and there are lots of people who have no problem relocating for a job with a large national employer. If the SMM is at the level of competence of the current staff they will be hiring an outstanding individual.
2. NAR’s staff and leadership are committed to communicating with their members and the public. Social Media is merely another conduit (as evangelistic as we might be) and is being investigated (as it should be) because they are aware of its emergence and wish to participate in the conversation to benefit their members (which s the job of the association)
3. IMHO it doesn’t matter if the person is someone we already know or is in the industry – after all strangers are merely friends we haven’ t met yet. If the person is good at their job (see #1) they’ll be a part of our social landscape quickly enough.
4. Please stop imputing negative motives to NAR because you don’t agree with a position or a mechanism that has been employed by the association to co0mmunicate or carry a message – or because you don;t agree with the message – If you haven;t participated in the conversations and thoughts that surrounded those messages, you probably misunderstand the motive and possibly the message itself – volunteer and help craft the message if you think you can do better (your help is desired) We all are the stars of our own movies, and we sometimes neglect to realize that there is a lot moe to what goes on than is evident on the surface.
– I really have much more to say, but I’m on the west coast, traveling home tomorrow, and I have to get some sleep – I promise I’ll get back here tomorrow night or the next morning if not earlier to see who I annoyed 😉

Great discussion. I think they will need multiple people to handle this job on a part-time basis. The Internet and NAR are too broad in scope to really connect all the dots with one person. Can one person really understand all the issues? Finance, legislative, regulatory, sales/marketing, etc. These folks could all answer to NAR/Chicago, but no need for them to move there. I do not really care if these folks are Realtors, but I do expect them to be knowledgeable on the areas they are responsible for.

Sorry I’m late to the conversation, but here’s how I put it at Inman’s news on this today.

“maintain, evolve and enforce NAR’s social media policies and guidelines.” Notice the word “enforce”? Now read below.

I think that says it all coupled with their silence on the SAR issue in which a forward thinking realtor built up a website w/ the term MLS in his domain only to have the Sarasota Association of Realtors come after him as members were jealous of all the business he was procuring. The SAR was able to do this because of NAR’s article 12 giving local association the right to forbid the use of reference to a regional mls in the domain names.

the realtor with the blessings of NAR in their REALTOR magazine, etc. has now been pounded and stripped of a website that he has spent $10,000 and years establishing by the SAR and their formal complaint to ICANN. How can the NAR stand silently by and let this type of injustice go on???

“maintain, evolve and enforce NAR’s social media policies and guidelines.”

This statement of the NAR says it clear enough when coupled with their silence on the Article 12 issue and Marc Rasmussen’s website being stolen by his association who spent no money on it or hundreds of hours of time building it.

The NAR wants a social media mngr to police the net and make sure its members fall into line with them, are not too divisive and controversial in their topics, etc.

Until the NAR makes right their Article 12 mess and brings some justice to Marc Rasmussen in his struggle against close minded 20 century agents jealous of his being on the cutting edge of real estate 2.0 the NAR will not have much credibility….

I’ve written VP REALTOR magazine and have not received a response. I am having a hard time finding the right people to write about this subject.

Perhaps a sweeping withholding of NAR dues by its members would get their attention. IF their goal is to enforce what they think is appropriate in social media then one can only assume they are of nefarious intent with their silence in protecting Marc Rasmussen. Or they are cowards or they do not give a darn about right and wrong. How can you not speak out at the national level about one of your members being persecuted for pursuing excellence and providing the best tools to consumers? Isn’t that what realtors are supposed to do?

If anybody cares about the truth here: https://www.realestatewebmasters.com/blogs/morgan-carey/6350/show/