Let’s face it: in today’s world, if it’s not online, did it even happen? Social media can be a fantastic tool for homeowner’s association (HOA) boards to connect with residents, share important updates, and showcase the community. But like any tool, it’s all about how you use it, and if left to its own devices, social media can cause havoc in an instant.
If your community does have a social media account, here’s how to make sure your posts are helpful, respectful, and legally sound—without turning your newsfeed into a neighborhood soap opera.
1. Start with a Social Media Policy
Before the first post goes live, your board should create a clear social media policy. Think of it as your online roadmap. Here’s what it should include:
- Acceptable and Unacceptable Posts: For example, “Join us for Movie Night at the Pool!” is just fine, but “Can you believe what Jim did at the pool?” should probably stay off the internet. Consider choosing a designated ‘content monitor’ who would be responsible for maintaining the correct tone and limiting the channel to one-way communications. This reduces the ability for others to post rogue messages.
- Effective and timely Communication:
If owners can comment in the channel, plan ahead so board members know how to respond calmly and professionally, or when not to engage at all. Better yet, board members can prepare information to be posted as soon as negative news starts circulating, and proactively make announcements to quash the rumor mill.
- Rules for Usage: Establish the process for how owners may communicate with the association, board of directors, and/or management outside of social media and clarify minimum standards for responding to owner inquiries.
- Get Legal Guidance: Run your policy by the association’s attorney to ensure it aligns with your governing documents and relevant laws. Clearly identify the association’s social media channel as the ‘official’ source to avoid confusion with other channels that may pop up
2. What Should the Board Post?
The key here is helpful, relevant, and timely information.
Great content ideas include:
- General Announcements and Reminders: Changes to trash pickup schedules, upcoming maintenance, and other important updates.
- Event and Meeting Info: Board meetings, community-sponsored social events, amenity openings—let people know what’s happening so they can attend.
- Event Photos: Just be sure you’ve got consent from those in the pics!
- Other Useful Updates: Anything that helps the community stay informed and engaged.
- Bonus tip: Find a balance! Posting too frequently can annoy homeowners. Posting too rarely? People will tune out. Aim for consistency and purpose.
3. What NOT to Post
Some posts just shouldn’t see the light of day (we’ve all seen examples).
Here’s what to steer clear of:
- Photos Without Consent: Always ask before you share someone’s picture, especially if there are children in the photo.
- Confidential Business: Legal matters, sensitive communications, homeowner account information, and anything involving privacy should stay offline.
- Posts Targeting Individuals: Never use social media to call someone out, even if you're tempted; no good will come from it.
- Personal Agendas: Community pages are for association business, not personal posts.
4. Pro Tips for Social Media Success
Ready to be a social-savvy board? Keep these final tips in your back pocket:
- Have a Strategy: Define how and why your board is using social media in the context of the association’s overall communications strategy. Is it for reminders? Engagement? Transparency? Clarity brings consistency.
- Avoid Online Disputes: If someone starts a heated thread, don’t take the bait. Politely suggest moving the discussion offline or direct them to contact the board through proper channels.
- Stay Legal: If you're not sure whether something’s okay to post, ask. It’s better to delay a post than to have legal headaches later.
- Use the Official Page Only: Community events and information should be posted on the community’s official page, not personal profiles or informal neighborhood groups.
Social media is a powerful tool for HOA boards—but like any power tool, it works best with the right safety instructions. By establishing a policy, posting responsibly, and avoiding common pitfalls, your board can foster trust, increase engagement, and help your community feel more connected.
About Community Association Management Services
In business since 1991, CAMS has grown to become North and South Carolina’s premier community management company. With experienced local managers in each of its nine regions, CAMS provides innovative solutions to the community associations it serves. To learn more, visit www.camsmgt.com/choose-cams.
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