NAIOP New Jersey seminar focuses on social media & technology, real world and comprehensive ethics

ISELIN — NAIOP NJ presented a two-part seminar designed to help commercial real estate brokers and salespeople meet the April 30 deadline for earning the continuing education credits required for re-licensing. The commercial real estate development association hosted "Social Media & Technology, and Real World Ethics and Comprehensive Ethics" at the Renaissance Woodbridge Hotel in Iselin.

NAIOP NJ CEO Michael McGuinness introduced the first course, "The question today is not 'Should I be using Social Media in business?' it is "How should I use it, what must I know to use it effectively, and what legal considerations must I be familiar with for my business?" Instructor Randi Kochman, chair of the Employment Law Department at Cole Schotz, reinforced this message by stating that the percentage of businesses using social media increased from 10% in 2008 to 87% in 2013.

Panelist Maria Semple, principal of The Prospect Finder, provided an overview of social media platforms and best practices. Semple emphasized that "social media engagement is the new word-of-mouth. Loyal, happy customers can become your company's brand ambassadors, so it's critical to provide them with a positive customer experience." Ilene Jablonski, VP of Marketing, Mack-Cali Realty Corporation, shared insights into how the firm uses social media as part of its integrated marketing strategies to promote properties and support tenants and communities.

M Public Affairs associate Jonathan Scharff echoed Jablonski's advice that social media should be viewed as "one component of a multi-faceted messaging campaign. It's one tool in your toolbox." Using the transportation investment coalition ForwardNJ as a case study, Scharff discussed the importance of conducting research to determine how best to align social media content to meet specific goals, and using analytics to make adjustments as needed based on what is and is not working.

Kochman offered labor law guidance in a range of areas that have been impacted by the growth of social media, from hiring and firing to employee rights and privacy.

The Ethics portion of the program featured two courses. "Real World Ethics for CRE Brokers" engaged attendees in an in-depth interactive discussion of common ethical dilemmas, including dual agency, disclosures and representations, commissions and working with agents. Instructor Jay Rhatican, a member of Wolff & Samson's Real Estate Development and Land Use Group, led the panel comprised of seasoned real estate professionals Jonathan Meisel, suburban Tristate market director at Jones Lang LaSalle; Thomas Romano, executive managing director at Colliers International; and Christopher Marx, senior managing director with Savills Studley.

Rhatican also facilitated the second course, "Comprehensive Ethics for CRE Brokers," for which he was joined by Barry Goodman, partner with Greenbaum Rowe Smith & Davis LLP. The program addressed the legal and regulatory aspects of less common and more complicated ethics issues. These included agent/principal ethics, conflicts of interest, ethics in the workplace, and scope of services.

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