Roles in a New Media Team
(* Source: Brian Solis *)
Brian says...
"Real-Time Responsibilities (fully transparent and disclosed) of a New Media team could include:
Content Producers - Creates content necessary for client/company interaction with customers, peers and influencers, including videos, images, Web pages, blog posts, policies and guidelines, tweets, wikis, comments, online experiences, profiles, etc. In many cases, connectors and industry experts/strategists wear this hat and assign the creation of important content to either content producers, other members on the team with direct experience, or simply produce it themselves.
Digital Sociologists - Observes the cultures, trends, behavior, associated with communities, networks, forums and compares the interactivity around keywords and brands to contribute to engagement strategies, customer service policies and improvements and product modifications.
Digital Ethnographers - Ethnography is the branch of anthropology that deals with the scientific description of specific human cultures. For those projects where a deep study of online culture and communities is critical, an ethnographer is ideal for documenting a descriptive study of a particular human society. As ethnography is based almost entirely on fieldwork, this role usually lives and interacts with the people who are the subject of study.
Research Librarians - Complements or augments in house or contract sociologists by analyzing relevant keywords used by customers, listening to and documenting conversations by content and sentiment, charting volume and frequency within social networks, identification and analysis of true influencers and tastemakers across media, blogs, and social communities, and presents data and charts for analysis by strategists.
Community Managers - Listens to conversations in social networks, forums, and the blogosphere documented by research librarians or through their own process, assigns relevant dialogue to appropriate team leads, manages the workflow and response status, and in most cases is the first line of response.
Digital or Social Architects - Digital or social architects are responsible for building the online bridges between company brand and consumers via widgets, sites, online dashboards, blogs, social newsrooms, social media releases, wikis, social networks, fan pages, forums, groups, and any other application, platform, or group responsible for hosting content, conversations, and interactivity.
Connectors - Informed individuals and teams that can connect stories to influencers and inspire activity, direction, and conversations. Connectors act based on intelligence, empathy, sincerity and the ability to truly “bridge” a story to someone else in a way that’s specific and compelling to them as an individual and also as it relates to their audience and social graph.
Industry Experts/Strategists - Someone has to act as the conductor to this all star orchestra. Qualified individuals have mastered the art and science of attaching new and traditional media to the bottom line of their business and also possess a deep understanding of and experience with customer empathy, market trends, and the governing technology that connects the people within desired market places.
These new, adjoined job functions create a new level of services that complement existing, traditional and necessary communications activities.
- Listening/Monitoring/Documenting – intelligence gathering and trend analysis
- Engagement in the networks and groups where relevant conversations are pervasive and warrant participation
- Content creation
- Conversation management and trafficking
- Influencer and tastemaker identification and networking
- Community management, empowerment, and cultivation
- Event hosting and franchising
- Story development and connectivity to “The Magic Middle” bloggers and Long Tail networks
- Humanizing company and product messaging and redefining the online journey and experience associated with the online presences associated with specific brand/products"