Navigating the potential pitfalls of Social Media: A Guide for RICS Members, effective 1st September 2024

In today’s digital age, social media has become an indispensable tool for both personal and professional use. For members of the Royal Institution of Chartered Surveyors (RICS), leveraging social media effectively can open doors to new opportunities, foster professional relationships, and enhance business visibility. However, as the saying goes, 'with great power comes great responsibility'.?

The latest published guidance from RICS, effective from September 1, 2024, probably comes at the perfect time, having noted an increasing level of activity online within professional surveying forums, the guidance outlines how members can navigate social media while upholding the institution’s standards and maintaining public trust.

The Importance of Professional Conduct

RICS members are expected to adhere to the institution’s Rules of Conduct, which emphasize honesty, integrity, respect, and public interest. These principles are crucial when engaging on social media platforms such as Facebook, LinkedIn, Instagram, and others. Here are some key rules to keep in mind:

• Honesty and Integrity: Always ensure that the information you share is accurate and truthful. Misleading or false content can damage public trust and your professional reputation.
• Respect and Inclusion: Treat others with respect and promote diversity. Avoid discriminatory remarks or content that could be perceived as offensive.
• Public Interest: Act responsibly and consider how your social media activity might impact public confidence in the profession.

Balancing Professional and Personal Use

While social media can be a powerful professional tool, personal use can also have implications for your professional life. RICS advises members to be mindful of how their personal posts might be perceived, especially if they can be identified as RICS members. Here are some scenarios to consider:

• Professional Claims: Avoid making false claims about your qualifications or experience. For example, stating that you hold an RICS qualification that you do not possess can lead to disciplinary action.
• Personal Disputes: Be cautious when engaging in personal disputes online, especially if your professional identity is linked to your social media profiles.
• Endorsements and Conflicts of Interest: Be transparent about any endorsements or recommendations you make, particularly if they could be seen as biased or self-serving.

Case Studies: Learning from Real-Life Examples

To illustrate how these guidelines apply in practice, RICS has provided several case studies. I'd encourage you to read these, as it offers the much needed context to real potential life scenarios.

1. False Professional Claims: An RICS trainee falsely claimed on LinkedIn that they could value properties unsupervised. This misleading information, directly related to their professional life, would likely result in regulatory action.
2. Personal Allegations: A member posted personal allegations on Instagram, which were not directly connected to their professional life. While this might not lead to immediate action, it highlights the importance of considering the potential professional implications of personal posts.
3. Harassment and Bullying: A member repeatedly posted insulting comments about a solicitor on LinkedIn. This behaviour, considered bullying and harassment, would likely be subject to regulatory scrutiny.
4. Racist Comments: A member made racist comments on Facebook following a football match. Despite being a personal post, the discriminatory nature of the content would raise concerns about the member’s professional conduct.

Summary

Social media offers RICS members a platform to enhance their professional presence and engage with a broader audience. However, it is essential to use these platforms responsibly, adhering to the principles of honesty, respect, and public interest. For me, this is so important, not just simply in the context of how we, as professionals, interact with general public but equally as important, is how we interact and behave with peers and colleagues.

We seem to live in a world of keyboard warriors who feel they can simply say whatever they like online without recourse or regard to ethical behavior sometimes. On a professional level I've seen this recently more than once. I'd urge surveyors to carefully consider how they use and interact social media, in particular, as it can often have consequences beyond the author's initial intentions.

By following this latest RICS guidance document, surveyors can ensure that their social media activity reflects positively on themselves, their professional peers and the profession, as a whole.

For more detailed guidance, RICS members can refer to the full document or contact RICS directly for support.

A copy of this RICS Guidance can be found via the link in the comments below.

Kindest Regards, Ian

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