making the connection: social media and public policy with professor joyce sullivan

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Making the Connec.on Social Media and Public Policy Professor Joyce Sullivan Adjunct Instructor Social Media Communica.on BSPA Program February 24, 2015 @BaruchBSPA @ProfJoyceSull #smwPublicPolicy #smwnyc

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Making  the  Connec.on  Social  Media  and  Public  Policy  

Professor  Joyce  Sullivan  Adjunct  Instructor  Social  Media  Communica.on  BSPA  Program  February  24,  2015  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Baruch College Bachelor of Science, School of Public Affairs

@BaruchBSPA @ProfJoyceSull

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

For more info: [email protected]

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Source: Merriam-Webster dictionary

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Online communication channels dedicated to “community-based” input for:

-  Interaction

-  Content-sharing

-  Collaboration

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PUBLIC

POLICY

SOCIAL MEDIA

Yesterday

Photo credit: http://www.mrmartinweb.com/images/type/olivettilettera32lg.jpg

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Olivetti Underwood Lettera 32 circa

Today

Photo credit: Aaron Kilby @kilby76

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

The Five Questions ~ ①  Brand

② Message

③  Audience

④  Tool

⑤  Journey

① Who are you?

② What do you have to say?

③ Who are you trying to reach

④  How do they want to be reached?

⑤  Once you connect, what’s your plan?

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Before  asking  “Which  social  media  tools  should  I  use?”    answer  these  5  ques'ons℠  

1.  Who  are  you?  

2.  What  do  you  have  to  say?  

3.  Who  are  you  trying  to  reach?  

5.  Once  you  connect,  then  what?  

4.  How  do  they  WANT  to  be  reached?...  or  not  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

The  5  ques'ons℠  

1.  Who  are  you?  

Non-­‐profit  org,  candidate  for  public  office,  student,  government  agency,  public  employee,  private  employee  

2.  What  do  you  have  to  say?  

Important  mission,  innova.ve  programs,  “Vote  for  Me”,  greater  good,  helping  others,  great  skills,  great  products,    excellent  company  to  work  with,  outstanding  service  

3.  Who  are  you  trying  to  reach?  

Donors,  volunteers,  students,  philanthropists,  voters,  grant  programs,  sustainability  advocates,  industry  leaders,  compe.tors  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

The  5  ques'ons℠

4.  How  do  they  WANT  to  be  

reached?  ...  Or  not.  

!   Email  (home  or  work)  !   Voicemail  !   Phone  text  !   Instant  message  !   Twi^er  !   LinkedIn  !   Facebook    !   (public  or  private  message)  

5.  Once  you  are  ready  to    connect,  

then  what?  

How  do  you  develop  meaningful  connec.ons  from  

online  connec.ons  to  in  person  /  real  life  engagements?  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

The  5  ques'ons℠-­‐  with  your  answers  

1.  Who  are  you?  

2.  What  do  you  have  to  say?  

3.  Who  are  you  trying  to  reach?  

4.  How  do  they  WANT  to  be  reached?  

5.  Once  you  are  ready  to  connect,  then  what?  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Do a Social Media Review Yesterday. Today. Tomorrow

!  Yesterday: !  Original New Jersey girl ~ eldest of 6 from a small

dairy farm town !  Olivetti Underwood Lettera 32 will travel

!  Today: !  @ProfJoyceSull – Course PAF3201 “Public

Communication and Organizations” connect with the individuals around the world the way they want to be reached

!  Tomorrow: !  The 5 Questions…

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

https://storify.com/joycemsullivan

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201 Public Communication and Organization

Major assignment project is the Field Report:

1)  Select an organization you are passionate about their mission:

2)  Connect with them through their social channels on their website

3)  Attend an ‘in person’ event and/or interview a leader in their program

4)  Complete field report

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201 Public Communication and Organization

“I want to smell the popcorn ~ @ProfJoyceSull”

advice to students on the experience their field reports should convey

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201: FIELD REPORT EXAMPLES

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201: FIELD REPORT EXAMPLES

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201: FIELD REPORT EXAMPLES

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201: FIELD REPORT EXAMPLES

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

PAF 3201: FIELD REPORT EXAMPLES

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

When the brakes got better, steam engines could go faster

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Social Media Process and Communication

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Social Media Policy Guidelines

1)   Governance Structure:

Leadership accountability to set strategy

2) Policies and Procedures:

Incorporate social media into existing policies and procedures.

3) Due Diligence Process:

Process essential for selection and management of third-party service providers

4) Training:

Education for new media usage with brand messaging, voice of the candidate / organization / individual

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Social Media Policy Guidelines (cont’d)

5) Oversight of Content:

Responsible for monitoring information posted by, or on behalf of, the candidate / organization / institution

6) Audit and Compliance Process:

Internal policies for ‘checks and balances’ for legal / compliance oversight

7) Success Measurement:

The procedures needed to set the parameters to track effectiveness of the social media

Social  media  communica.ons  

Social media compliance rules / regulations may require monitoring and archival of social media posts

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

Social  Media  Tools  –  established  and  emerging  

And  many  more…  

2006  2004   2011  2005  Launched:  2002   2011  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

The Five Questions ~ ①  Brand

② Message

③  Audience

④  Tool

⑤  Journey

① Who are you?

② What do you have to say?

③ Who are you trying to reach

④  How do they want to be reached?

⑤  Once you connect, what’s your plan?

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

http://www.yourturn.link/

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc  

For more info: Email [email protected]

Visit an advisor: 135 E. 22nd Street, 4th floor , New York, NY 10:00am to 5:00pm weekdays – no appointment needed

Attend a monthly information session

Making  the  Connec.on  Social  Media  and  Public  Policy  

Professor  Joyce  Sullivan  Adjunct  Instructor  Social  Media  Communica.on  BSPA  Program  February  24,  2015  

@BaruchBSPA  @ProfJoyceSull    #smwPublicPolicy  #smwnyc