Many boards are looking for better ways to communicate with owners. Email newsletters, websites, text alerts, and social media can all be effective tools for keeping residents informed.
When discussing social media, however, it is important to distinguish between an official association account and an owner-created page or group. This article addresses official association social media accounts, whether on Facebook, Instagram, Threads, Nextdoor, LinkedIn, or other platforms. In most cases, a community association has little or no control over independent social media groups created by owners, even if many residents participate in them.
More Communication Is Usually Better
As a general matter, more communication is usually better. Many association disputes arise because owners feel uninformed about what the board is doing. Social media can be an effective way to share information about community events, weather emergencies, security concerns, maintenance projects, and other matters affecting residents.
One caution is that social media should supplement, not replace, other communication methods. Not every owner uses Facebook or other social media platforms, and associations should be careful not to rely on social media as the sole method of communicating important information.
The Challenge Can Be Owner Participation
The challenge is not the association posting information. The challenge is often owner participation.
Many association social media accounts eventually become forums for complaints about the association generally, board decisions, management actions, rules, assessments, or individual board members. Discussions that begin with a simple announcement can quickly turn into arguments, misinformation, or personal attacks. We have even seen owners use association-sponsored accounts to post inappropriate comments about neighbors or volunteers serving on the board.
That creates a difficult situation for the association. If owners are permitted to comment freely, someone must actively monitor the account. Inappropriate posts may need to be removed, false information corrected, and disputes addressed before they escalate. If comments are allowed initially and the association later decides to restrict them, owners may become frustrated that a communication tool they had been using has suddenly been limited.
For that reason, many communities that use social media choose to treat it primarily as a one-way communication tool. The association can post announcements, reminders, and emergency information while directing questions and concerns through established association channels. Some associations find that an electronic newsletter, official website, or other communication platform may accomplish the same goals with fewer challenges.
Think Before You Create an Official Account
Before creating an official social media account, boards should carefully consider who will manage it and whether the association has the time and resources necessary to monitor it consistently. An account that is not actively supervised can quickly become more of a liability than a benefit.
Social media can be a valuable communication tool, and efforts to improve communication between associations and their members are generally commendable. However, before launching an official social media account, boards should understand that managing owner participation is often far more challenging than simply posting information.