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New Media Functional Model
Functional Statements
​By Mansour Baker, SHRM-CP
Posted  21 September 2020     |      Revised 17 October 2021
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
  • 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:​
​
  1. Digital media content creation
  2. Influencer marketing
  3. Social media promotion management and engagement
  4. Social media monitoring and analysis
  5. 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.
Exhibit 2
​Strategic Focus Areas
​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:
​
  1. Business Development Manager
  2. Account Manager
  3. Influencer Marketing
  4. Copywriter (content)
  5. Social Media Community Operator
  6. Social Media Analyst
​What qualities are companies looking for in a digital marketing role?
​
  1. Hands on digital work experience
  2. Interest in the future of the digital industry
  3. Social media experience
  4. Previous marketing experience
  5. Culture awareness
  6. 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
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