Users usually access social media services via web-based apps on desktops and laptops, or download services that offer social media functionality to their mobile devices (e.g., smartphones and tablets). As users engage with these electronic services, they create highly interactive platforms through which individuals, communities, and organizations can share, co-create, discuss, participate, and modify user-generated content or self-curated content posted online.
Since social media covers so many different kinds of websites and applications, the function of these tools also varies. However, most social media sites start with a user creating a profile, usually by providing a name and an email address.
A/B testing, also known as split testing, measures two social media posts against each other to see which performs best. The most common way of using A/B tests is to only change one element of the post between the two versions (headline, image, CTA, etc) so that you know any difference in performance is because of that change. You can A/B test with both organic and paid posts.
Ads Manager is Facebook’s tool for creating, running and analyzing social ads. It can manage your ad campaigns on Facebook, Instagram, or Audience Network. It offers a wide variety of features for ad targeting, budgeting, and optimization as well.
In general, an algorithm is a defined set of rules used to solve a problem. In social media terminology, however, people often use ‘algorithm’ as a shorthand for ‘feed algorithm’, which is the set of rules a social network uses to automatically decide which posts come first in your feed. For example, if Facebook decides that it wants to prioritize posts with lots of comments (as it did with recent algorithm changes), it adjusts the rules of its feed algorithm to push those posts up.
Analytics is the way you interpret and find patterns in data. In a social media context, analytics is the process of following metrics on your social media performance and using that data to improve your strategy. For instance, watching your engagement rate over time to see if your posts are becoming more or less compelling to your followers is one way of using social analytics.
Application Programming Interface (API)
An API is a set of building blocks that programmers can use to develop computer programs. As far as social media is concerned, all the major social networks have their own APIs that let programmers create their own software that works with the networks. Third party social media tools such as Falcon rely on social media APIs to integrate with platforms like Facebook.
Artificial intelligence (AI)
Artificial intelligence is the ability of machines or programs to learn and adapt similar to human thinking. For example, Socialbakers’ platform uses AI in myriad ways, from developing marketing personas to instantly sorting through a large image content database based on specific keywords.
Ask me anything (AMA)
AMA is a question and answer format popularized on Reddit as an open forum to ask any kind of question to a subject, usually someone famous or with a unique life experience.
Your audience on social media is the group of people you’re able to reach with your content. This includes all your followers plus anyone who sees or interacts with your posts in their feed. Growing your social media audience is one of the best ways to spread brand awareness.
Augmented reality (AR)
Augmented reality is an interactive experience combining computer-generated objects or elements with the real world around them.
Your social media avatar, also known as your profile picture, is a small image that represents you on a social network. It can be a real photo of you, a corporate logo, or anything you want your followers to identify as ‘you’ on social.
Average response time
Average response time is a social customer service metric. It is the average time it takes a brand to reply to questions or complaints on social media. Consumer expectations of social customer support response times have become more and more demanding in recent years, with 42% of customers now expecting a response within 60 minutes.
A B2B business sells products or services to other businesses, like a consulting firm or a business software company. On social media, B2B brands frequently attempt to position themselves as thought leaders in their industries and provide professional advice to their business peers.
A B2C business deals directly with consumers, like a hotel or retail store. In social media marketing, B2C companies often focus on creating a community around their brand and providing excellent social customer care.
Your social media bio is a short description in your profile that tells people who you are. It’s also a great place to share links to your website or other accounts. On Facebook, Instagram, and Twitter, it’s simply called a bio, while on LinkedIn it’s called a summary. Airbnb’s Instagram bio offers an example of how to describe your brand while plugging key hashtags and landing pages:
A Bitmoji is a customizable avatar that can be linked to several different platforms, including Messenger, Snapchat, and Slack. Users can download the Bitmoji app to start creating a cartoon representation of themselves using a photo. Once an avatar is created, users receive a full library of their avatar in many different situations. This makes it fun and simple to respond to messages using only a Bitmoji.
Nearly every social media platform allows users to block one another from viewing their profile and posts. When a user is blocked, they will no longer be able to visit your profile or contact you via the platform. However, social media platforms, such as Instagram, allow users to partially block others from viewing their stories without restricting access to anything else.
A blog refers to a digital publication that is characterized by one or more authors consistently publishing articles that oftentimes pertain to a certain topic. The term blog originated from the merger of web log and is commonly used by many brands to boost engagement and share industry expertise. Explore Socialbakers’ social media blog and read interesting topics or discover social media trends.
Blogger may refer to someone who contributes to writing an article online, or to the Google-owned company Blogger, a free platform that allows users to host and publish blogs using either a subdomain or a privately owned domain.
Many social media platforms allow users to bookmark posts or profiles, which follows the same idea as bookmarking a page in a book. A post that is bookmarked will be saved to a library so that the user can easily find the post in the future.
A boosted post is a Facebook post that you put money behind to increase its reach. Also known as promoted posts, boosted posts differ from Facebook ads in that they start out as organic posts and then get additional paid reach based on your spend. Also, you can launch them directly from your Facebook Page without using Ads Manager. Like Facebook ads, though, boosted posts allow you to target a specific audience and set an exact boost duration and budget.
A bot, which is short for robot, is a social media user that’s run by an algorithm. Bots are often used to help spread misinformation and are considered fake followers.
A brand advocate on social media is a customer who posts positive messages, leaves positive reviews, or otherwise supports your brand on social. Brand advocates may also encourage other users to use your products or services through word-of-mouth marketing.
Brand awareness is the level of familiarity consumers have with your brand. It’s often considered one of the main goals of social media marketing. It’s also one of the objectives you can select for your Facebook and Instagram ad campaigns in Ads Manager. Brand awareness can be measured through impressions or reach, or more accurately through ad recall lift (an estimation of how many users would remember your brand after seeing the ad).
Facebook Business Manager is a software that helps organizations manage their Pages, ad accounts, and team members. It serves as a hub to connect a business’s advertising, finances, users, and Pages and allow for easy administration. It also ensures that company data and account access is legally and practically under control of the company instead of an individual user.
A B2B company focuses on selling products or services directly to other businesses, such as a consulting firm or software company. On social media, B2B businesses often strive to be thought leaders in their industry and provide advice for followers.
A B2C company concentrates on selling products or services directly to consumers, such as apparel brands or gaming companies. On social media, B2C brands often use the platform to promote their products and connect with potential customers.
Canvas advertisements are a specific type of full-screen ad placement offered through the Facebook Ads Manager, where the advertiser is allowed to build a microsite on Facebook. What this means is that the user is not required to leave the Facebook Platform to view the ad – it’s a streamlined, mobile-first experience.
A caption is a written explanation of the image on a social media site. A caption is usually written in the comment section of the post. An Instagram caption, for example, has a limit of 2,200 characters, and it can include tags, emojis, and hashtags.
Carousel posts on Facebook and Instagram refer to the type of posts that contains a series of images or videos that the user can scroll through. Brands can also use carousel posts for ads, and this type of format is extremely effective for ecommerce advertisers, as it presents an opportunity for the advertiser to link directly to each item page from each carousel
A chatbot is an artificial intelligence program that can automate customer interactions for a company. Chatbots can be implemented on a number of social messaging apps, from Facebook Messenger to Slack. They can provide customer service, answer questions, and even set up appointments automatically. Here’s an example of what a Facebook Messenger chatbot can do
Clickbait is content that uses manipulative copy to convince users to click on it. Clickbait tends to rely on exaggeration and withholding information to push people into clicking. For example, an article with the headline “Doctors HATE him for using this one WEIRD TRICK…” but just says you should work out regularly is considered clickbait because it compels people click it to learn more while being thin on actual content. Social networks like Facebook consider clickbait spammy and lower its reach accordingly.
Clickthrough rate (CTR)
On social media, the clickthrough rate is the percentage of people that see your post who click on it. What counts as a click and what counts as ‘seeing your post’ vary by social network. On Facebook, CTR is equal to (link clicks / post impressions) x 100%.
A comment on social media refers to a written response to a social media post by a user. It is considered to be a form of social media engagement or interaction. The comment section usually appears right under a post, and often has a limited character count depending on the platform. As social media has become more prominent in customer care, comments on social media have too, and addressing comments is becoming a routine task for any business.
Community management refers to a process through which a business or an influencer are responding to their online community messages or comments. A community manager usually will use a set of community management tools to carry out this task effectively. Community management is considered to be an integral part of effective customer care.
Content marketing refers to a marketing practice that’s built on the needs of the audience in order to provide value to that audience through content. That content can be distributed through any number of channels in order to build an audience and later monetize it.
Conversion rate (CVR)
In social media terminology, conversion rate is the percentage of users who see your post or ad who then take a specified action. That action is called a conversion, and it could mean purchasing an item, signing up for a newsletter, downloading an ebook, or a variety of other acts. If your social media marketing goal is to increase conversions, your CVR is an important metric for analyzing how effective your post or ad is.
Cost per click (CPC)
Cost per click is a social media advertising metric that tells you how much you’re paying for each click on your ad on average. If your social media marketing goal is to drive traffic to a landing page or a piece of content, a low CPC means you’re getting more traffic at a lower price, while a high CPC means you’re paying a lot for traffic. CPC can vary based on many factors, including who you’re targeting with your ad, what locations you’re targeting, and how relevant your ad is to your target audience.
Cost per mille (CPM)
Cost per mille is another social advertising metric. It refers to how much you pay per 1,000 impressions (‘mille’ means 1,000 in Latin). If your goal is to get your ad in front of as many eyes as possible and spread brand awareness, CPM is an important metric to follow. Like CPC, CPM varies based on your targeting options and the quality of your ad.
Social media crisis management is how you handle events or interactions that could potentially damage your company’s reputation. Inappropriate posts by someone at your company or a social media boycott against your brand may qualify as social media crises, while a couple of angry comments from customers would not. Crisis management requires social media managers to respond quickly and follow a plan in order to de-escalate the problem at hand.
In social media marketing, each network (Facebook, Twitter, etc.) is also a marketing channel. Something that is cross-channel, then, goes across all your different social networks. For example, a cross-channel social strategy is a strategy that aligns your objectives across all the social networks your brand is present on.
Crowdsourcing on social media means using a large group of people to generate ideas, services, or content via a social network. It lets followers feel involved and engaged with your brand’s activity while generating ideas or content for your brand. Examples could be inviting your followers to vote on names for your new product or asking them to send in song submissions for your upcoming commercial.
A dark post is a social media ad that doesn’t appear on the advertiser’s timeline. Unlike organic posts or boosted posts, dark posts only show up in the feeds of users they’re targeting. “Dark post” is an informal term—on Facebook, they’re officially called “unpublished page posts”, on Twitter they’re called “promoted-only tweets”, on LinkedIn they’re called “direct sponsored content”, and on Instagram, all ads are dark posts by default.
Dark social is often confused with dark posts, but the two social media terms actually have nothing in common. Dark social is web traffic coming from social media that analytics tools struggle to track. This is often due to users sharing links privately on social in chats or direct messages. One study found that 84% of consumer content sharing happens on dark social.
A dashboard is a tool that allows marketers and social media managers to manage all of their social media operations across all their channels from one screen. You can schedule and post content as well as measure, analyze, and report on its performance.
Direct message (DM)
A direct message on social media is a private message sent directly to a user’s inbox. DMs exist in contrast to public forms of interaction on social media like commenting on an image or posting on a user’s timeline.
Disappearing content, sometimes called ephemeral content, refers to posts on social media that delete themselves automatically after a set amount of time has passed. Instagram and Snapchat Stories are notable examples, as these sets of photos and videos disappear after 24 hours. In social media marketing, disappearing content is used to be spontaneous and timely while motivating users to engage through FOMO.
Ebook is short for electronic book, and it’s a book that is available in digital form and consists of text and images. The content is readable on computers and other electronic devices.
Electronic commerce, or ecommerce, is the activity of buying and selling goods, products, or services over the Internet. Many companies now sell exclusively online with no traditional brick-and-mortar store, and even brands that do have physical stores make almost everything available to purchase online, too.
Employee advocacy is when co-workers at your company support and promote your brand on social media. This may include sharing branded content, amplifying your company’s brand message, or frequently liking and commenting on company posts. One study found that branded messages obtained 561% more reach when shared by employees than when posted through branded channels.
An endorsement is a public declaration of support for a product or service from a person or organization. The endorser promotes the brand, features, quality, and/or benefits of a product or service.
Engagement rate is a social media metric that tells you much a post is motivating people to interact with it. It’s defined as (number of people who engaged with your post / number of people who saw your post) x 100%. Typically, a higher engagement rate means your post was more compelling (or at least more likely to provoke a response). Engagement rate is difficult to compare across social networks, as what counts as an “engagement” and what counts as “seeing your post” is different on each network. “Seeing your post” could refer to reach or impressions, while “engagements” may include likes, comments, shares, reactions, and more.
In content marketing, evergreen content is content that ages well and maintains its value over time. Evergreen content is ideal for recycling and repurposing on social media since it does not lose relevance based on the date it’s posted. For example, an article on the challenges of being a social media marketer is more likely to be evergreen than an article about Tik Tok’s latest feature update.
Someone who likes a public Facebook page is referred to as a fan.
Favoriting a tweet signals to a creator that you’ve liked their content. Favorites do not add a tweet to your personal feed (like a retweet), however favorited tweets still may appear in the feed of your followers based on Twitter’s algorithm.
A feed on social media is a generic term for the stream of content you see from other users. On most social networks, the feed functions as a homepage and is the most common way to see people’s posts and engage with them.
Filters are effects that can be added to an image in post-processing, including sepia tone or black and white. Filters can also refer to post-processing overlays provided by applications like Snapchat that are interactive and often sponsored or branded.
A follower is a user on social media who has subscribed to see your posts in their feed. Both personal and business accounts can have followers. Your number of followers, or follower count, is a key metric for seeing how your audience on social media is growing or shrinking over time.
FOMO is an acronym that stands for Fear of Missing Out. On social media, FOMO is the feeling users get when seeing posts about events or opportunities they want to be a part of. Social media marketers often use FOMO to their advantage by making exclusive or limited-time offers that users need to jump on quickly to avoid missing.
A forum is an online discussion board – more specifically, a format where users post in threads within different posts.
Frequency is a Facebook/Instagram advertising term that refers to how many times your ad was shown to the average user in your target audience. It’s calculated by dividing total ad impressions by total ad reach. Frequency over 1.00 means at least some users saw your ad multiple times. This may be positive if your goal is to raise brand awareness and ad recall, but if your frequency is very high you may be wasting your budget and advertising too many times to each user.
In social media marketing, geotargeting is the technique of adjusting your ad content based on the location of a user. In Facebook ads manager, users can be included or excluded from a target audience based on their region, country, state, city, postal code, or address. This means advertisers can create and target ad sets to appeal to users in a certain geographic location.
GIF (pronounced gif or jif) is a shortened version of the term graphics interchange format. It is a format used for both images and video clips that are popular to share on social media.
Google Ads is the ability to advertise through the Google search engine. The ads appear in Google’s search results and work by allowing marketers to bid on keywords so people click through to the desired landing page.
A group is a digital gathering of people. Usually there is a theme or commonality that members of the group share so they can discuss, ask questions, and receive answers from the community. Groups can be private, which means access must be requested, or public, which means anyone can join.
Handle is a synonym for username on social media.
A hangout is a call completed via Google Hangouts.
A hashtag (#) is a way of connecting your posts on social media to other posts on the same subject or trending topic. By searching for a specific hashtag, users can find all public posts that have it. For example, users seeking content about the World Cup might look for posts with #WorldCup or #FIFA. Social media marketers often follow the popularity of hashtags over time to see what’s trending on social media.
Your header image, or cover photo, is the visual you place at the top of your social media profile. Often in landscape format, header images are much larger than your profile picture/avatar and can be used to introduce you or your brand to your profile visitors. They can compliment your profile picture, show off your personality, or show off a product or event you’re promoting.
Impressions are a social media metric that measures how many times your post has been shown in users’ feeds. Unlike with reach, you may count multiple impressions for a single user if they have looked at your post more than once. Each social network counts impressions differently—on Facebook and Instagram a post.
Inbound marketing is the creation of content and other resources that help potential customers find your business on their own, as opposed to you reaching out directly with a sales pitch.
An inbox is the main screen you use to read and respond to messages. Common examples include email or social media messaging inboxes.
An influencer is a social media user who has an audience that pays attention to them and is more likely to try something based on their recommendation. Influencers vary from micro (less than 10,000 followers) to macro (more than one million followers).
Influencer marketing is a strategy that involves partnering with an influencer in order to promote something through social media. This could be for a specific campaign, or an influencer could be a long-term brand advocate for a company.
Key performance indicator (KPI)
A key performance indicator, or KPI, is a metric you use to measure your progress toward business goals. In social media marketing, KPIs are the most important stats to track in order to see if you’re meeting the objectives of your social strategy. For example, if your primary objective on social was to raise brand awareness, post reach or ad recall lift might be your KPIs.
Your KPI metrics depend on what your social media marketing goals are.
A listicle is a list-based article. This type of content is often popular on social media because of its quick, easy-to-digest format. For example, an article like 21 Tips to Massively Increase Instagram Engagement would be considered a listicle because of its point-by-point breakdown.
Like is one form of interaction on social media that is used to express a user’s positive sentiment towards a post. On most social media platforms, a like is shown as a thumbs-up icon. For businesses on social media, likes are a metric that allows them to understand how well the content is resonating with their audience. There are multiple strategies for how marketers can build more engagement and likes on social media.
Link building is a part of an SEO strategy that’s used to create more authority and gain more referral traffic for a website. It involves employing a number of strategies that aim to have links placed on third-party web properties that point back to your website. Guest blogging, influencer marketing, and social media can all be used for link building.
LinkedIn is a business-focused social media platform that launched in 2003. It’s generally considered a more professional audience than other social media channels, and it can be great for thought leadership and lead generation.
Listed is a term used on Twitter to describe when someone is added to a Twitter list. Twitter introduced this functionality to help Twitter users better organize their follower lists.
A livestream on social media is a video broadcast on a social media channel that’s occurring in real time. First introduced as Periscope on Twitter, this format has now been introduced to most of the social media channels and, according to Socialbakers data, it is one of the most engaging content formats.
The term is used to describe social media users who rarely post or engage with content on social media but who rather watch social media feeds without partaking in interaction.
To mention (v) is the act of tagging another account on social media, either to engage in conversation or just to shout someone out. Your mentions (n) are the collection of posts that have tagged your account.
Messenger is Facebook’s instant messaging service, which is both incorporated in the Facebook platform and has its own standalone app. Users must have a Facebook account in order to use either the mobile or desktop versions.
While the term ‘meme’ (rhymes with ‘team’) originally meant any idea that spread, multiplied, and changed in a viral way, it means something more specific in a social media context. Memes on social media are funny pieces of text, videos, or images that go viral and let users get in on the joke by creating their own variations and sharing them.
Brands often try to hop on the latest meme to connect with younger audiences, but this can backfire and make them look out of touch if they don’t get the joke. If brands are self-aware enough and have a healthy sense of irony, though, they can pull off ‘memejacking’ once in a while:
A social media metric is a statistic that measures the performance of your posts, ads, or overall account. Social media managers use metrics to see which content or strategies are working and which aren’t. Metrics may include impressions, reach, followers, engagement rate, link clicks, and more.
Mute is a social media feature that allows you to remove other accounts from your feed without having to unfollow or unfriend them. The account can still interact with you but you won’t see any of their activity unless you go specifically to their account. As a result, many muted users don’t know that they’ve been muted, which is part of the point because many trolls enjoy being blocked on social media.
Native advertising on social media is the method of showing paid content to users in a way that looks organic. Promoted Facebook posts and promoted tweets are good examples of native ads, as they appear similar to standard posts in users’ feeds while having their reach extended with an ad budget. A recent study found that consumers looked at native ads 53% more often than display ads.
Newsjacking is the technique of hopping on current events with your social media content. Social media managers often engage in newsjacking to seem timely and relevant while gaining exposure by tying their content to key hashtags and conversations around the latest news. For instance, during a power outage at the 2013 Super Bowl that millions across America were following, Oreo got tons of engagement with this real-time tweet:
News Feed is Facebook’s main page of updates, which shows users posts by the people they follow in an order determined by Facebook’s algorithm.
A notification is an alert sent to your phone or computer about new activities on social media. This could be an engagement metric (e.g. User X liked your post) or a new follower.
In social advertising, objectives are the results you want to achieve through your ad campaign. These objectives are used to determine which key performance indicators to follow and optimize ad spend. In Facebook Ads Manager, you can select from a variety of marketing objectives including traffic, engagement, conversions, brand awareness, and more.
The number of unique users who viewed your content without being directed to via paid promotion.
Outbound marketing refers to a marketing strategy where the business reaches out to potential customers through things like email marketing or paid ads. This is the opposite of inbound marketing, where customers find the business on their own.
A paid partnership is a transactional relationship with a brand, influencer, or other entity. When you see “Paid Partnership with… ” on an Instagram post, it means that person was compensated for the post and its message.
Pay per click (PPC)
PPC is a social media marketing term for an ad model where you pay each time a user clicks on your ad. This is typically associated with a traffic objective, as it makes the most sense for advertisers to pay based on clicks when their primary goal is to increase visits to a website or landing page.
The term social media platform is often used to mean the same thing as “social media network” or “social media channel”. However, a social media platform is technically the software behind a social network, including its API, backend, and markup language. The phrase “social media management platform”, meanwhile, refers to a set of software tools that help SMMs organize their social media accounts.
Social media marketing platforms like Falcon combine a number of tools in one software.
A post is a piece of social media content that is published from a page. Posts can exist in many content formats such as images, videos, polls, links, etc.
To pin (v) something means to add a piece of content to a Pinterest board. A piece of content on Pinterest can also be called a pin (n).
A pinned post stays at the top of your profile’s feed. This will be the first post people coming to your page will see even if it was posted earlier than your most recent post. It is useful to promote campaigns, events, or relevant topics you don’t want to get lost.
Private message (PM)
When messages are sent to an inbox on social media they are considered private. This is because they are not publicly displayed on a brand or person’s wall/profile. A private message is synonymous with a direct message (DM).
To promote a post means to invest money behind it to accomplish a social media objective. This can be to increase awareness, page likes, reach, etc. This is the opposite of an organic post.
When you publish something, you post it publicly on your social media channels or blog.
Reach is a social media metric that tells you how many people have seen your post. It differs from impressions in that even if a user sees your post multiple times, they still only count as one person reached. Reach is an important metric for understanding how large the audience for your content is and measuring your progress toward spreading brand awareness.
Reactions are most often referred to as the types of engagement of Facebook and LinkedIn. Instead of the traditional like button, users have a chance to react to posts using one of the predetermined emojis – Like, Love, Care, Haha, Wow, Sad, and Angry on Facebook, and Like, Celebrate, Love, Insightful, and Curious on LinkedIn.
Relevance score is a metric available in Facebook Ads Manager that tells you how well your target audience is responding to your ad on a scale of 1 to 10. The score is based on several factors, including positive feedback such as clicks or likes, negative feedback such as users selecting “I don’t want to see this ad”, and overall ad performance. The higher your relevance score, the more relevant your ad is to your target audience and the more likely it will be selected over other ads to be shown to your audience.
Real-time marketing is about leveraging marketing efforts on current trends, like viral topics or events. These campaigns are usually short-lived and tricky to set up without damaging the brand image.
To regram means reposting someone’s Instagram post on your own feed, mentioning the original author.
To repin means adding someone else’s pin to your own board on Pinterest.
To reply (v) means to respond to tweets or comments on social media. A reply (n) is the response.
To repost means to share someone’s post on your timeline or to make the same post again.
Retargeting is a digital marketing strategy where brands try to reach the users who left their website without converting. Information about these users are collected in cookies and then later targeted via ads on social media and other websites.
To retweet (v) is to share someone else’s tweet on your own account. A retweet (n) is a social media engagement metric (likes, retweets, and replies).
A rich pin on Pinterest includes additional information coming from the source website, like information about the product, its price, and availability.
An RSS feed consolidates information sources in one place and provides updates when a site adds new content. With social media, all you see is what people share, while an RSS feed allows you to see everything a website publishes.
RSS readers are apps that access web feeds published by websites, letting you aggregate and curate content you care about.
Scheduling is a planned calendar of social media posts or content like blog posts ahead of time using a unified marketing platform or publishing tool. Scheduling allows marketers to make a plan ahead of time and draft several messages for different platforms. With a tool like Socialbakers, it’s easy to schedule posts with an easy approval workflow and discover the best times to publish based on your audience around the world.
A selfie is a self portrait taken by a person, usually on a phone’s front-facing camera, with an outstretched arm or a device like a selfie stick. They are shared commonly on social media.
Sentiment refers to the way that people feel about a brand or product, measured through the content of social media posts.
Sentiment analysis is the way software analyzes the attitude of a piece of text. On social media, sentiment analysis tools can be used to automatically detect whether customer feedback is positive, negative, or neutral. Social media marketers can also look at the average sentiment of their customer interactions over time to see the general mood of their audience or the overall response to their content.
Shareable content on social media is content that’s likely to get users to share it with their networks. Many factors affect what makes content shareable, including how useful, entertaining, and inspiring it is. Content that evokes strong emotions and reactions is also more likely to be shared.
Social commerce, which is similar to ecommerce, is the ability to complete online purchases without having to leave the social media platform.
Social customer service
Social customer service (or social customer care) is customer service via social media. This may include answering customer inquiries, handling complaints, and offering support. Private messaging apps are your best bet for social customer service in 2020, with 70% of people now preferring a “message us” over a “call us” button.
Social listening is how social media managers track conversations around key topics, terms, brands and more, often with a specialized software tool. Social listening software gathers mentions, comments, hashtags, and relevant posts from across social media to provide insights on what users are talking about and how. Brands often use these insights to tap into key trends and see what people are saying about them and their competitors.
Social media management
Social media management is about overseeing a social media account, or more often several accounts, by posting and engaging with the audience. It also involves measuring social media’s effect on the bottom line of the business.
Social media management platform
A social media management platform is the tool companies use to manage several social media channels across teams. These platforms, like Socialbakers, offer in-depth analysis as well as benefits like scheduling and content inspiration.
Social media marketing
Social media marketing is the use of social media channels to achieve marketing goals, including building brand awareness, generating leads, and effectively communicating with your community.
Social media monitoring
Social media monitoring is often confused with social listening, but there are some important differences between the two. Social listening involves actively setting up projects to seek out conversations on specific topics and gathering data on them. Social media monitoring, on the other hand, is the more passive technique of keeping an eye on your mentions and following what your audience is saying.
Social media ROI
Social media ROI, or return on investment, is a measurement of how much revenue your activities on social media are generating for your company versus how much you are spending on them. Because many brands’ social media objectives are more about generating brand awareness than leads or sales, social media ROI is notoriously difficult to estimate. In abstract, this is the formula to calculate it:
Social selling, put simply, is using social media to make sales. Often, this takes place when salespeople interact with potential customers on social, establishing a relationship they can leverage for a future sale. This could be done by answering prospects’ questions, sharing company content, or mentioning their brand in a post comment.
Spam refers to unwanted or unnecessary content that fills up inboxes or social media feeds. Sometimes referred to as junk mail, spamming often involves overly sharing the same or similar content with someone who didn’t request it.
Sponsored posts are posts on social media from someone who was paid to promote a brand or product. Since it’s a paid agreement, they must be marked as promoted and also include a hashtag like #sp or #ad.
Stickers are a feature on social media stories formats that allow users to add details or interactivity to their posts, such as location or a quiz question.
Stories are an increasingly popular type of post that disappear after 24 hours unless the user specifically saves them. They’re primarily used on Snapchat, Facebook, and Instagram.
Targeting is a social media advertising term that refers to how you select the potential audience for your ads. Most social advertising platforms allow you to select which users should see your ads based on age, location, gender, interests, and a variety of other factors. Targeting options are one of the most important aspects of creating effective ads on social media.
Traffic is the number of users who visit a given website or page. In a social media context, increasing traffic is a common marketing objective for SMMs who want to drive their audience to a blog, landing page, or other URL outside of the social network.
A trending topic is a subject or event that has a sudden surge in popularity on social media. Several social networks track the top hashtags or subjects people are posting about and include a “trending topics section”. On Twitter, this section is currently called “Trends for you” and is personalized and localized, while Instagram has an “Explore” section which lets users see relevant content that is trending in their area.
User generated content (UGC)
User generated content, or UGC, is fan-created content promoting a brand. UGC can come in the form of videos, images, posts, audio, reviews, articles, and more. Brands often rely on UGC to get users engaged with their social media campaigns and build trust and loyalty with their followers. Toyota, for example, called on their audience to submit videos of them performing street music as part of their Feeling The Street campaign:
Viral is a term describing content that spreads exponentially on social media. This typically occurs because an increasing number of people share the content with their followers, then their followers share the same content to their followers and so on, creating a snowball effect. Creating content that goes viral is the holy grail of social media marketing, as it means you get a huge audience without spending a cent.