The world of social media with public policy and regulated industries continues to evolve especially when the community has the power to speak to the world with an internet signal and a smartphone in their hands. This talk will bring together the topics of social media strategy for public policy and non-profits and its challenges. Participants will take away an integrated understanding of the evolving social media rules of engagement in public policy, non-profits and regulated industries and how to productively engage to influence change. Joyce Sullivan is an adjunct lecturer at Baruch College, School of Public Affairs @BaruchBSPA teaching social media communications and is Founder and CEO of SocMediaFin, a boutique social media consulting firm specializing in social media leadership training for non-profit organizations, government agencies, financial and specialty firms. Professor Sullivan's talk is sponsored by the Bachelor of Science in Public Affairs program, Baruch College, CUNY New York. Event Location: Baruch College - Newman Vertical Campus Baruch Performing Arts Center Engelman Recital Hall 55 Lexington Ave, New York, NY 10010

1. 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

2. Baruch College
Bachelor of Science, School of Public Affairs
@BaruchBSPA @ProfJoyceSull
@BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
For more info: spa.bspa@baruch.cuny.edu

3. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc

4. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
Source: Merriam-Webster dictionary

5. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
Online communication channels
dedicated to “community-based”
input for:
- Interaction
- Content-sharing
- Collaboration

6. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
PUBLIC
POLICY
SOCIAL
MEDIA

7. Yesterday
Photo credit:
http://www.mrmartinweb.com/images/type/olivettilettera32lg.jpg
@BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
Olivetti Underwood Lettera 32 circa

8. Today
Photo credit: Aaron Kilby @kilby76
@BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
https://storify.com/joycemsullivan

16. @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

17. @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

18. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
PAF 3201: FIELD REPORT EXAMPLES

19. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
PAF 3201: FIELD REPORT EXAMPLES

20. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
PAF 3201: FIELD REPORT EXAMPLES

21. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
PAF 3201: FIELD REPORT EXAMPLES

22. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
PAF 3201: FIELD REPORT EXAMPLES

23. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
When the brakes got better, steam engines could go faster

24. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
Social Media Process and
Communication

25. @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

26. @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

27. Social
media
communica.ons
Social media compliance
rules / regulations may
require monitoring and
archival of social media posts
@BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc

28. Social
Media
Tools
–
established
and
emerging
And
many
more…
2006
2004
2011
2005
Launched:
2002
2011
@BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc

29. 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

30. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc
http://www.yourturn.link/

31. @BaruchBSPA
@ProfJoyceSull
#smwPublicPolicy
#smwnyc

32. @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

33. 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