25 Key Competencies

Necessary to Do Business and Stay Competitive in the Digital Age
[Adapted from PlanetDigital, Orlando Florida list of competencies]
Contributed by Dr. Michelle Ferrier, Ohio University

Rate your level of knowledge on a scale of 1-5 with 5 being the highest. Choose one and apply to each competency:
  • Awareness
  • Proficiency
  • Expertise

Digital Media Content Creation

  1. Digital Photography and Photo Editing is the application of proper image capture and editing techniques to digitally recorded photographs in order to create more effective visual communications. Example: Photoshop
  2. Video Production for Podcast, Streaming and/or High-Definition is the process of creating video materials to communicate company message, brand or advertising by capturing, editing and combining graphic elements and sound with digitally recorded motion picture content.
  3. Image/Video Sharing/Posting (compressing, editing and managing visual media for use on) hosting sites available for pictures and videos to share with colleagues, customers and stakeholders. Examples: Flickr, YouTube, Photobucket, etc.
  4. Mobile Content Development is the production, modification, development and repurposing of media for deployment in mobile devices. Examples: iPhone, iPad, VCast
  5. 3D Visualization, Simulation and Motion Graphic Design uses software to recreate aspects of the spatial world in order to create photo-realistic environments, simulate events that are difficult to recreate, visualize concepts that are otherwise difficult to demonstrate, or provide entertaining settings for game play. Examples: Accident Recreation, Product R&D
  6. Graphic Design is the process of using artistic technique to create effective messages in print, online, and published media. Examples: Desktop publishing for magazines, newspapers, etc.

Content Management and Delivery
  1. Online Media Distribution through mechanisms such as streaming, podcasting, and webcasting. Example: YouTube
  2. Disc-Based Data Distribution uses media authoring to present information via CD and DVD optical media, business cards, or specialty discs and disc-based promotional items. Examples: DVD Studio Pro, disc duplicatio
  3. Digital Asset Management uses database systems to store, catalog and retrieve digital information vital to business operations. Examples: SQL, Adobe Bridge, DigiBase.
  4. Web Content Management: Often used for storing, controlling, versioning, creating and managing online materials (HTML) and its associated images, Examples: Drupal, Joomla, MyPHP

Business Communications
  1. Presentation Development uses digital tools and systems to provide in-depth interactive access to information so it can be easily shown or demonstrated to others.
  2. Digital Signage: In-store media networks in which content and messages displayed on an electronic screen, kiosk or digital sign provide targeted advertising for consumers to specific locations and at specific times.
  3. Blogging, RSS Newsfeeds, Online Newsletters, Email and Interactive Documents use web-based publication mechanisms to broadcast important company information such as press releases, event information and updates of interest to potential customers, clients and stakeholders outside the company (see #7).
  4. Social Networking uses sites and/or online communication mechanisms to create and establish relationships vital to business success.
  5. Instant Messaging, Chat and Live Support uses real-time internet-assisted communications and software to assist with communications between employees and customers

Online Advertising and Marketing
  1. Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site via search results of targeted keywords. SEO can also target different kinds of search including image, local and industry-specific vertical search engines.
  2. Paid Online Advertising such as banner advertising, AdWords and pay per click increase site traffic with the intent of exposing more persons to a company’s products or services and thereby increasing sales
  3. Geotargeted Advertising: The ability to target consumers by geographical location, also known as localized online advertising. You are able to contact or present ads to just the consumers who live in the targeted location using an I.P. address or zip code.
  4. Affiliate Marketing and Lead Generation is a popular method of promoting web businesses in which an affiliate is rewarded for every visitor, subscriber and/or customer provided through his efforts. It is a modern variation of the practice of paying finder’s fees for the introduction of new clients to a business. Compensation may be made based on certain value for each visit (pay-per-click), registrant (pay-per-lead), or a commission for each customer or sale (pay-per-sale).
  5. Email Marketing uses regular, focused email messages that target customers for the purposes of attracting them into a conversation or site visit that eventually leads to a sale.
  6. Integrated Marketing and Branding is designed to make all aspects of marketing communication such as advertising, direct marketing, public relations and sales promotion work as a unified force with the ultimate goal being to sustain a message or image in all elements of the marketing campaign both on and offline.

  7. Business Systems, Operations and Processes
  8. Knowledge Management/Intranets uses online repositories of company information such as learning management systems or wikis to train, certify, communicate standards and maintain processes.
  9. E-Commerce consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks.
  10. Database Development and Datamining is the science of extracting useful information from large data sets or databases for the purposes of analyzing, summarizing and reporting. Example: Business dashboards
  11. Project Management and Enterprise Resource Planning uses collaboration software to integrate all data and processes of an organization into a unified system.