New Media Functional Model and Statements

Insights | All Insights

New Media Functional Model

Functional Statements

By Mansour Baker, SHRM-CP

Posted 21 September 2020

The new media functional areas are grouped into activities or processes based on their need in accomplishing tasks.

Exhibit 1

New Media Level 3 Operating Model

Described below are the functional statements for the New Media team

Level 2 New Media Functional Statements

Digital Editorial

Responsible for editorial content
Define publishing schedule and target update frequency levels
Coordinate with web editors to ensure timeliness and quality of content contributions
Coordinate web production with web producers
Generate and execute new ideas
Produce original online only content based on offline themes
Select and repurpose offline content and archive materials

Digital Production

Responsible for all content production and interactive feature development, including operation of all sites
Responsible for user experience and interface, and all aspects of creative design
Coordinate with Information Technology and Ad Sales for interdependent functions like inserting banner ads on web pages, new application needs

Digital Technology

Set the overarching technical vision for the digital organization
Define department’s technology requirements and budgets for media technology as well as New Media specific IT requirements
Liaise with Corporate IT on all system related hardware and software: purchasing, maintenance and upgrades
Liaise with procurement on all non-system related equipment and all New Media related applications
Provide IT systems support
Work with other New Media divisions as IT Relationship Manager to define needs and align resources
Define performance expectations and guidelines for the IT organization
Ensure effective integration with both Corporate and Technology elements

Partnerships

Establish and manage relationships with potential partners – e.g., content providers
Establish relationships necessary to offer alternative customer payment gateways – e.g., mobiles, coupons
Evaluate new business opportunities – M&A, launching new brands

Marketing

Develop the overall Marketing Strategy for all company websites and platforms
Guide Marketing teams of all assets for their New Media promotion strategy for online and offline vehicles
Support assets in brand strategy development, campaign development, campaign execution, online marketing, offline marketing & creative development
Analyze web traffic and present key findings to the Digital Editorial and Digital Production teams

Level 3 Digital Production Functional Statements

Creative

Responsible for user experience and interface, and all aspects of creative design
Design the homepage, channels, and archives structure
Participate in “real estate” allocation discussion between editorial, advertising and circulation
Write or repurpose code for HTML, flash animations and interactive applications (e.g., quizzes, polls, databases)
Create or repurpose flash animations, video, audio, and mobile features
Define the “look and feel” for the sites
Create new visuals form image library or photo studio

Production

Act as dedicated production resource for each asset – owner of and responsible for site production, coordination with web editors
Integrate editorial, advertising, circulation, and technology elements for preview
Conduct final checks on: Layout, Text, Visuals, Applications
Upload content to website and content management system
Conduct quality control and maintain site performance statistics system
Monitor syndication/ distribution relationships
Optimize web pages for search engines like Google

Level 3 Digital Technology Functional Statements

Application Management

Collect content management and workflow management requirements that will serve print and digital, and develop budget accordingly
Develop and manage the overarching application architecture and ensure all development work adheres to standards set
Conduct reviews and support applications to ensure they work according to requirement specifications
Provide training to end users for the content management & workflow systems
Ensure proper meta-data and rights information in content management systems
Support applications and ensure full leverage of system capabilities

Projects

Interface with business development to scope technical needs for “experimental” and other projects
Investigate innovative opportunities to leverage technology to deliver new digital capabilities
Provide development services for “experimental” projects

Level 3 Partnerships Functional Statements

Strategic Alliances

Establish and manage relationships with external partners for distributing content through new media platforms (e.g., mobile, IPTV)
Establish and manage relationships with major external content providers
Establish and manage relationships with external providers to support new payment gateways (e.g., mobile, coupons)

Strategic Opportunities