As with any software used by large numbers of people, a digital asset management (DAM) system works better when it has a designated, trained administrator. This person has a huge responsibility. They’re in charge of a system coordinating potentially thousands of people and TBs of data. If the system isn't working up to par, the company's revenue will take a hit.
Research on the ROI of a DAM administrator found that organizations with one person dedicating more than 50% of their time to the DAM system got more use out of the assets. Those organizations with an individual dedicating more than 50% of their time to managing the DAM system had double the average number of times an active asset was downloaded over those organizations with a DAM admin dedicating less than 20% of their time to the system. With one person’s time dedicated to the DAM system, you’re likely to double the use of your assets.
Why does a dedicated digital asset management administrator have such an impact on the use of assets across the organization? A DAM system has to be maintained. Files are constantly being created and used. Organizations evolve. New people need access to the system. DAM analytics can inform optimization for assets and the system itself.
Here are some of the typical duties of a DAM system administrator:
- Identify and train asset creators - The system administrator identifies those who produce marketing assets. This includes internal creators and external agencies. They then help the creators integrate the system into their workflows.
- Provide ongoing training and promotion of the DAM system - To realize the full potential of the DAM system, the administrator promotes the system to give it awareness. Once people know why to use the DAM system, it’s time to train them how to use it. Employees and agencies need ongoing training to keep up-to-date on system functionality. The administrator also needs to send out informational material extolling the benefits of the system and why it's the only option when working with digital assets.
- Create and enforce user roles and permissions - The administrator is responsible for designating user access for assets. This is a delicate process because it determines how well the system works for branding purposes.
- Metadata - The administrator also needs to choose the metadata used in the system. He or she needs to research which phrases will work best for finding assets with quick and efficient searches.
- Track performance and gather user feedback - A DAM system isn’t going to be perfect upon launch. The administrator should track performance and gather user feedback on a yearly basis to improve the system. The Admin can use the DAM system’s built-in analytics to inform updates to metadata fields, dashboard messaging, and more.
- Create and support "best practices" - This ongoing task is done to improve the system, various processes, SLAs, and communication opportunities. Routine analysis of system performance should include user experience, search performance, and points of system slowdowns. The admin uses the results of these studies to suggest and implement new solutions.
- Work closely with outside agencies to ensure consistency - The administrator needs to make sure that all agencies with access to the DAM system are using consistent terms of file uploads, metadata, and company policies and procedures.