Making the Connection: Social Media and Public Policy with Professor Joyce Sullivan

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: spa.bspa@baruch.cuny.edu

@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

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

@BaruchBSPA
@ProfJoyceSull

#smwPublicPolicy
#smwnyc

http://www.yourturn.link/

@BaruchBSPA
@ProfJoyceSull

#smwPublicPolicy
#smwnyc

For more info:
Email spa.bspa@baruch.cuny.edu
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 Connection: Social Media and Public Policy with Professor Joyce Sullivan

Making the Connection: Social Media and Public Policy with Professor Joyce Sullivan

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