making the connection: social media and public policy with professor joyce sullivan
TRANSCRIPT
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
Online communication channels dedicated to “community-based” input for:
- Interaction
- Content-sharing
- Collaboration
Yesterday
Photo credit: http://www.mrmartinweb.com/images/type/olivettilettera32lg.jpg
@BaruchBSPA @ProfJoyceSull #smwPublicPolicy #smwnyc
Olivetti Underwood Lettera 32 circa
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
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
When the brakes got better, steam engines could go faster
@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
For more info: Email [email protected]
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