Account Management

The 5 Processes Needed for Successful Media Management

by David Arnold, September 1, 2015

needed-media-management-processesAt its core, successful media management is defined by how well a Project Manager (PM) is able to supervise and motivate their team and utilize available resources in a cost-effective manner. However, creating, executing and evaluating a media plan requires time, money and resources.

To help sustain successful media management, consider these five processes:

1. Identify the Right Channels

Just a few years ago, most brands primarily concerned themselves with traditional media such as television, radio, newspaper and other print publications. And while these mediums are going nowhere fast, various social media outlets have established themselves as legitimate marketing channels.

To help decide what’s best for your business, take an in-depth look at the demographics you are trying to reach. Consider factors such as the age and buying habits of your intended audiences. While avenues such as Facebook and television may be more ubiquitous when compared to Pinterest and podcasts, it’s important to pinpoint exactly where your customers spend their time.

If you’re not sure, just ask!

2. Provide Value

As with any successful campaign, it’s important to connect with your audience. No matter which networks or mediums you choose to pursue, if you want to contribute to the overall conversation, you must do so in a way that provides value for your intended audience. Be timely and engaging—and offer interesting, entertaining, or useful content that is easy to digest and interpret.

As media vets will be the first to tell you, it’s already a convoluted market—don’t simply add to the white noise. As a rule of thumb, positive, emotional content is the most efficient way to reach your audiences.

3. Interact with Your Audience

Any form of media, by definition, is a platform where your company can interact with others. Whether it’s through social media or through traditional mediums, engaging with your audience should be your primary concern. Much like providing value, it’s important to sustain these interactions. Ask questions, share views and express your opinions.

More so than ever before, social media enables direct interaction. And while social platforms grant clients direct access to your business, the demand for daily interaction has also increased. Failing to communicate with your audience is a catastrophic mistake. Make your audience feel important and reward them with contests, exclusive content and special promotions.

4. Utilize Your Team’s Talents

You’d be surprised at your team’s cross-platform capabilities—and at the similarities between many media mediums. Leveraging the strengths of your existing team can save you time, money and the hassles associated with contract and freelance workers.

Be smart when organizing your media efforts. Partner closely with other departments—PR, web, creative, HR, etc.—to develop an effective structure and plan that is beneficial to everyone involved.

5. Don’t Be Afraid to Experiment

One of the takeaways for PMs in media is that there is no uniformity—and that it is constantly changing. Therefore, the field of media management is neither clearly defined nor cohesive. With this in mind, it’s important to remain receptive to change and open to experimenting.

Unlike traditional media, it’s far easier to experiment with social media, largely due to execution costs. By experimenting, PMs can determine which social posts and campaigns have the greatest impact on campaigns—and which strategies to fully incorporate into their integrated media plans.

What processes have you needed for successful media management?

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About The Author

David studied at the Northern AZ University & spent years working with agencies like J. Walter Thompson and McCann-Erickson and Fortune 100 companies in Tokyo.

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