After his coming out party at RE BarCamp Virginia yesterday (which was awesome, by the way), Todd Carpenter, NAR’s new social media manager, is back in Chicago. Today’s his third day on the job. His first public test could be about this: A micro-site for an upcoming movie called I Love You Man with a real estate agent as the main character.
The following image appears on the microsite.
As you see in the image, the micro-site uses the trademarked word Realtor, and of course, by NAR policy, only Realtors are permitted to use that word, and only in certain contexts. The Realtor brand has been independently verified to be valued into the hundreds of millions of dollars according to NAR. And I understand that a significant part of NAR’s suite of second century initiatives is to protect and grow the value of that brand.
At the same time, NAR has hired a social media manager who is charged with helping them navigate the dynamics of the web, and this situation, if handled too forcefully (i.e. with threatening letters from lawyers) it has the potential to harm NAR’s image and/or credibility in that arena.
I think it will be interesting to see how NAR reacts to this now that Todd is on board. How would you advise him?
And by the way, Todd: I love you man!