New Media Functional Model
Functional Statements
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By Mansour Baker, SHRM-CP
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Posted 21 September 2020 | Revised 17 October 2021
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The new media functional areas are grouped into activities or processes based on their need in accomplishing tasks.
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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
- Evaluate M&A opportunities and conduct initial reviews and negotiations
- Evaluate opportunities to launch new online brands
- Obtain approvals for any New Media opportunities
Digital Marketing Services
Digital marketing provides various services to the private & public sectors. The key services to a successful digital marketing are as follows:
- Digital media content creation
- Influencer marketing
- Social media promotion management and engagement
- Social media monitoring and analysis
- Digital media strategy development
Competitive Environment
In a competitive environment, the focus should be on increasing the network of influencers, growing a strong platform brands, content creation & promotion, and a client base with a strong referral base.
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HR Role in Digital Marketing
As demand for digital marketing has grown, so has the number of digital specialist jobs needed in digital marketing companies.
Some critical roles in digital marketing are as follows:
- Business Development Manager
- Account Manager
- Influencer Marketing
- Copywriter (content)
- Social Media Community Operator
- Social Media Analyst
What qualities are companies looking for in a digital marketing role?
- Hands on digital work experience
- Interest in the future of the digital industry
- Social media experience
- Previous marketing experience
- Culture awareness
- Ethics
Community Operator Sample Job Description
Job Purpose
- Monitor & maintain the publishing of content across various marketing social feeds platform channels.
Key Accountabilities
- Support the account team in the publishing & monitoring of content on various marketing social feeds platforms.
- Attend meetings with an account manager to discuss and obtain the requirements.
- Publish & monitor the approved content on various marketing social feeds platforms.
- Ensure questions received from various marketing social feeds platforms are forwarded to the account manager.
- Publish the answer received from the account manager against the correct social feed platform.
- Ensure all questions & answers are archived in the system.
- May be required to create content on various marketing social feeds platforms.
- Collaborate with the account team throughout the account life-cycle to meet or exceeds requirements.
Minimum Experience
- Minimum 2 - 3 years of relevant experience in a digital marketing role
Job Specific Skills
- Good knowledge and understanding of social media platforms technology
- Self-motivated and able to execute with limited oversight
- Effective communication skills