A method of comparing two variations of an ad, piece of content, or other material so you can see which version performs better. Also known as split testing, A/B testing involves changing one small element at a time (like a headline or graphic) to refine your results. During A/B testing, only a portion of your audience sees each test. This allows you to create the most effective content before you release it to your entire following.
AMA (Ask Me Anything)*
An AMA, short for “ask me anything,” is a type of interactive post in which someone answers questions, usually in real time. The AMA concept began on Reddit, but AMAs are now popping up in other social settings, like webinars, Facebook Live, or Instagram Stories. AMAs were originally text-based, but it can also be effective to answer questions using live social video or interactive stickers.
Analytics is an umbrella term used to describe both social analysis tools and the information those tools provide. Most social networks include their own analytics tools to help businesses analyze how well their posts are doing for metrics such as reach, engagement, and follower growth.
Artificial Intelligence (AI)*
The ability for computers, programs, or machines to learn and adapt in ways that resemble human thinking. For example, chatbots use artificial intelligence to communicate and answer questions, while home assistants like Alexa use AI to learn to better respond to your requests over time. The more you interact with an AI program, the more “intelligent” it becomes, since it has more data to work with.
Augmented reality (AR)*
AR uses computer-generated effects to augment the reality we perceive with our own eyes and ears. Face filters on social apps like Snapchat and Instagram Stories are the most common examples. Your real face is augmented with graphics (and sometimes sounds) created by the social platform.
A visual representation of a person for use in digital contexts. On social media, the term “avatar” refers to your profile picture—the image that represents you on the platform. Most individual users choose a photo as their social media avatar, sometimes supplemented by a digital frame or filter. For brands, the company logo is usually the best avatar choice.
Your bio, short for biography, is the section of any digital profile that tells new or prospective followers who you are. All social platforms offer space to write a bio. It’s the first thing users see when they discover your profile, and a good one can greatly improve how often you show up in keyword searches.
A bitmoji is a customized avatar that can be added to Gmail, Messenger, Slack, and social media networks. The bitmoji app allows you to create this cartoon representation of yourself, then create different versions of the avatar in different situations. In addition to using your bitmoji as a profile picture, you can use it to create custom messages to share in messaging and social apps. Bitmoji is owned by Snap, the parent company of Snapchat, and is well integrated with the Snapchat app.
When you block someone on social media, you prevent them from seeing your posts on that social network. Blocked users will also be unable to follow you, message you, or tag you in photos. Blocked Twitter users won’t be able to add you to lists. Blocked users can still @ mention you in a post, but this won’t count toward your engagement metrics.
However, keep in mind that it’s pretty easy even for blocked users to see content you’ve posted publicly. Use the privacy setting on each social network for better control over who sees each of your posts.
Originally a contraction of the phrase “web log,” a blog is a type of digital publication in which one or more authors regularly post content, generally on a specific topic. Many brands use a blog as a way to share engaging content with their audience and establish their industry expertise. The Hootsuite blog, for example, shares up-to-date content about social media marketing and how to use social tools.
“Blog” can also be a verb: When you write for a blog, you’re blogging.
Boost, boosted post*
A boosted post is a form of social media advertising in which a brand pays to show a social post to people who do not already follow the brand’s social accounts.
A caption is a description that accompanies a photo on social media. Captions can include text, hashtags, @ mentions, and emojis. Captions are an important part of telling your photo’s story on social media and a key driver of engagement.
A chat is an online conversation with one or more people. Whether one-on-one or in a group, chats are usually private and text-based, although they may incorporate GIFS, photos, and even audio recordings. Common chat platforms include WhatsApp and Facebook Messenger.
“Chat” can also be used to mean a moderated public conversation on social media, organized around a hashtag.
A chatbot is a type of bot that uses artificial intelligence to answer questions and perform simple tasks in messaging apps such as Facebook Messenger. A chatbot can be used for customer service, data and lead collection, shopping recommendations, and more.
A check-in is a way of location tagging a social media post to indicate where the user is, or where the content in the post was created. It’s a way of showing followers that you have physically visited a geographical location or event. It can be particularly useful to check in at large, high-profile events, since it can help people connect in the real world while also providing credibility and demonstrating that you’re an insider in your industry.
Click-through rate (CTR)*
Click-through rate, abbreviated CTR, is a measure of how many people who view a social post, ad, or other piece of content click through to read more, buy, or take some other action. It’s a useful metric because it measures how effectively your social content drives people to your owned web properties. The formula to calculate CTR is number of clicks divided by total impressions. CTR is usually expressed as a percentage.
A comment is a form of engagement in which a user replies to your social media post. Comments can offer praise, ask a question, express disagreement, and otherwise contribute to the online conversation about your social content. Comments can include text, hashtags, @ mentions, and emojis. A large number of comments shows that your post is engaging and may boost its position in the newsfeed based on a social network’s algorithm.
A community manager/facilitator is a social media professional who nurtures relationships among a group of social media users so that the community acts on behalf of the common interest. Community managers help develop professional and brand-focused social relationships by monitoring and engaging with fans and followers.
A connection is someone you or your brand is connected with on social media. LinkedIn specifically uses the term “connections” to refer to professional social relationships—LinkedIn connections are the equivalent of Facebook friends.
Content curation involves collecting relevant content from credible sources and then sharing it with your social followers by linking to the original post. It’s a way to create value for your audience beyond sharing your own original content. Sharing resources can also be a good way to build relationships with thought leaders in your field.
Content marketing is the practice of attracting and retaining customers through the creation and distribution of original, valuable content such as videos, whitepapers, guides, and infographics. Consistently providing valuable content gives followers a reason to stay tuned to your social channels while building rapport and establishing your industry expertise.
A conversion occurs when a social media user or visitor to your website takes a specific, desired action. Making a purchase is often the desired conversion, but it is not the only one. Other conversion examples include lead-generation actions like opting into a newsletter, registering for a webinar, or downloading a whitepaper.
Conversion rate is the number of conversions divided by the number of visitors. It’s a social media metric that allows you to measure how well your social media efforts are working to achieve specific business goals.
Cost per click (CPC)*
Cost per click (CPC) is a metric for how much each click costs in a pay-per-click advertising campaign. Cost-per-click and pay-per-click are sometimes used interchangeably, but they’re actually two sides of the same coin. Pay-per-click is the type of ad model, and cost-per-click is the fee per click.
Creative Commons is a non-profit organization that provides licenses and other legal tools to allow photographers and other content creators to share their work. There are more than 1.6 billion works in the Commons, which can be shared in various ways. The six levels of Creative Commons licenses restrict how an image or other content can be used, and whether attribution is required.
To “creep” is essentially to stalk a person or a brand on social media, especially without engaging with any of their posts. Despite the negative word, it’s not always a negative thing. Creeping can also be a form of online research, for instance, when screening potential new employees.
Crisis management is the art of addressing a crisis to minimize the amount of damage caused and get things back on track as quickly as possible. Every organization should have a social media crisis management in place to manage social media risk and be prepared to respond quickly if crisis strikes.
Crowdsourcing involves tapping into your online community for new ideas, suggestions, information, or content. User-generated content is a prime example of crowdsourcing. Asking for ideas through interactive features like polls is another.
Cyberbullying or cyberharassment is a form of bullying or harassment using electronic means. Cyberbullying and cyberharassment are also known as online bullying. It has become increasingly common, especially among teenagers, as the digital sphere has expanded and technology has advanced. source: Wikepedia
Need help? Contact Concordia's Sexual Assault Resource Centre (SARC) for Confidential and non-judgemental support. SARC provides support services to Concordia students, staff and faculty who have been affected by sexual violence. Through education and raising awareness SARC is committed to preventing sexual violence on campus and beyond.
Dark social is social sharing that cannot be traced back to the original source. This means the content has been passed on through private channels like email or messaging apps, rather than public channels like timelines and newsfeeds. Dark social shows up in analytics programs as “direct traffic.”
A social media dashboard is a tool that allows marketers and social media managers to manage all of their social platforms from one screen. A dashboard allows its users to schedule, post, view, and respond to both organic and paid social posts, and to create analytics reports. A dashboard is also an important tool for social listening.
A direct message (DM) is a private message sent through a social platform. By default, DMs from non-followers are blocked or filtered into a secondary inbox. However, brands who wish to use DMs to interact with customers can change their settings to receive DMs from anyone.
Disappearing content, also known as ephemeral content, refers to a social post that vanishes after a set amount of time, usually 24 hours. Facebook Stories, Instagram Stories, and Snaps are all examples of disappearing content.
(from "dox", abbreviation of documents), is the Internet-based practice of researching and publicly broadcasting private or identifying information (especially personally identifying information) about an individual or organization. source: Wikepedia
An embed is a social post or other digital content displayed within another piece of content using digital embedding tools. Most social networks offer native tools to embed their content in blog posts or webpages using a piece of code. Properly embedded content retains the original content of the post, as well as links to the original post and the creator’s profile.
Emojis are a set of tiny graphics used in digital channels from text messages to social media. They evolved from emoticons (such as the smiley face) made using characters on the standard keyboard. Emojis first appeared in the late 1990s. In 2010, the Unicode Consortium approved Google’s proposal to standardize emoji characters. iOS and Android both have built-in emoji keyboards.
An endorsement is a form of recommendation on LinkedIn. A fellow LinkedIn user can endorse you for specific skills simply by clicking an endorse button. These endorsements then appear on your profile and help demonstrate credibility in your areas of expertise.
Engagement is any form of interaction with your brand on social media. Likes, comments, and shares are all forms of engagement.
Engagement rate is a measure of how many people interact with your social media content. There are several ways to calculate engagement rate, but all aim to calculate what percentage of people who were exposed to a post chose to engage with it in some way.
A fan is someone who likes your Facebook Page. “Fan” is sometimes used more generally to refer to someone who follows you on any social channel, but only Facebook officially uses this term.
Favorite was the term Twitter originally used to indicate Likes. Favorites were indicated with a star icon. However, Twitter now uses a heart icon and and uses the term likes, in line with other social networks. See Like
A feed is an updated list of all the new content posted by the accounts a user follows on social media. Rather than being purely chronological, most social media feeds are controlled by an algorithm.
A filter is a photo effect that can be applied to images before publishing them, from simple black-and-white or sepia to flower crowns and puppy ears. Filters are available on Instagram, Snapchat, Facebook Messenger, and many other apps with camera integrations.
Followers are people who have liked (or “followed”) your accounts on social media.
Follow friday (#FF)
Follow Friday is a hashtag used to highlight some of your favorite Twitter accounts. Including someone in a #FF post is a way of recommending their account to your followers.
A friend is a person that you connect with on Facebook. Unlike a fan or follower, a friend is a two-way connection—both you and your friend have to endorse the relationship. Facebook business pages cannot have “friends,” only fans or followers.
GIF is an acronym for Graphics Interchange Format, a file format that supports both static and animated images. GIFs rose to popularity as a way to react on social media without words. Facebook and Twitter both support animated GIFs.
Google Ads (Google Adwords)*
Google Ads are a form of online advertising, previously known as Google Adwords. Google Ads appear at the top of the Google search listings for your target keywords. They can also appear on other websites through the Google Display Network.
A group is an online community within a social network. Groups can be public or private. Within a group, community members with a common interest can share information and discuss relevant topics. Both Facebook and LinkedIn offer groups on their platforms.
Your handle is your username on social media. It is usually noted as @username.
A hashtag is a word or phrase preceded by the “#” sign. Hashtags are used on social media to tag posts as part of a larger conversation. Clicking a hashtag reveals the latest posts that include the tag. Hashtags are searchable, and serve a similar role to keywords.
A header image is the picture that appears at the top of a social media profile. Also known as a cover image or cover photo, it provides a chance to showcase your products, your team, or any other aspect of your business that will make people want to explore your profile.
Impressions is a metric that counts how many times an ad or promoted posts is fetched from the server and displayed on a social network. It is not a measure of how many people have seen the ad. For example, one social media user might have the same ad appear in their newsfeed multiple times over a certain period. Each of these instances is counted as one impression.
Inbound marketing is a strategy that involves creating valuable content and resources that attract potential clients to your business. It is called “inbound” because the resources you create help people to discover and learn about your company themselves, rather than reaching out to them with a sales pitch. Your team can then nurture these new contacts until they are ready to become customers. Related: Content marketing
An inbox is the screen on which you read, organize, and respond to messages. Email inboxes are a common example. Social messaging services also use inboxes.
An influencer is a social media user with a significant audience who can drive awareness about a trend, topic, company, or product. From a marketer’s perspective, the ideal influencer is also a passionate brand advocate.
A key performance indicator (KPI) is a metric tracked over time to determine progress towards a valuable business goal. Social media KPIs might include audience growth rate, amplification rate, and customer satisfaction score.
Lens is the term used on Snapchat to identify augmented reality face filters. Anyone can create a custom lens through the Snapchat Lens Studio.
A Like is a form of engagement on social media. It’s a quick way of showing that you—literally—like the content posted by simply clicking a button. On Facebook, the Like button is a thumbs-up, while on Instagram and Twitter, a Like is indicated by a heart. Liking content also works like bookmarking, since you can go back later to view the content you have Liked.
Link building is a marketing strategy to boost traffic and search engine rankings by getting other websites to link to yours. Common techniques for acquiring links as part of a link-building campaign include guest blogging and offering valuable content to repost.
If you are listed, that means you have been added to a Twitter list. Twitter lists are a way of organizing content to make it easier to keep up with a large number of Twitter connections. Being added to a Twitter list may increase your chances of being followed by the list creator’s followers.
A live stream is a real-time video shared over the Internet. Most social networks now offer live streaming options that include the possibility to interact with viewers, who can submit written comments and questions throughout the broadcast.
A lurker is someone who watches a social media feed or belongs to a social media group but does not engage with the content with a like or reply.
An online meme is a joke or comment made for sharing on social networks. It usually appears in the form of a graphic or GIF with text above the image or superimposed.
Have questions about a meme? Know Your Meme is a website dedicated to documenting Internet phenomena: viral videos, image macros, catchphrases, web celebs and more. Visit Know Your Meme: Internet Meme Database
A mention is the act of tagging a user in a social media message. Sometimes called @ mentions, these usually trigger a notification for that user and allow your audience to click through to their bio or profile.
Messenger is Facebook’s instant messaging app. Originally called Facebook Messenger, the app allows Facebook users to send direct messages to each other through a mobile device. Users can also use Messenger through a desktop web browser.
A metric is a quantitative measure of social media success. Put simply, it is a figure based on real numbers and can be tracked and measured over time. Vanity metrics include ego-boosting engagement statistics like comments, shares, and likes. Other metrics, like conversion rate, can help prove social return on investment.
Mute is a social media feature that allows you to edit users out of your feed without unfollowing or unfriending them. They still see that you are connected, and you can still interact, but you don’t see any of their activity in your timeline.
Native advertising is a type of social media ad that matches the style and format of an organic post. A boosted post is an example of native advertising. Ads are always identifiable by a label that says “sponsored” or “promoted,” but other than this native ads look just like organic social content.
News feed is the Facebook term for the screen that shows all the latest updates posted by people the user follows. On other social networks, this is simply called the feed.
Also known as trendjacking, newsjacking is the act of referencing a news story or trending topic in order to connect with the audience following that story. Hashtags are a common way to attach content to breaking news. Newsjacking only works if there is a close tie to the story in question.
A notification is a message or alert indicating new social media activity. For example, if somebody Likes one of your Instagram photos, you can receive a notification on your phone that lets you know.
Objectives are the goals of an advertising campaign on social media. Each social network has its own set of objectives that ads can target. For example, Facebook advertising objectives are divided into three broad categories of awareness, consideration, and conversions. The objective you select determines which ad formats and payment structures are available for your campaign.
Organic reach is the number of unique users who view your content without paid promotion. People find social content organically through their own feeds—either from companies whose accounts they’ve liked themselves, or through content shared by friends or connections. If someone visits your social profile based on a search or any other non-paid referral, this is also organic reach.
Pay per click (PPC)*
Pay per click is a type of advertising where an organization pays each time a user clicks on an advertisement. The costs incurred during a PPC campaign vary based on the competitiveness of the target keyword. The amount that you pay for each click in a pay-per-click campaign is your cost per click (CPC)
A pinned post is a social media post saved to the top of your page or profile on Facebook or Twitter. Pinning a post is a great way to feature an important announcement or highlight some of your best content.
A platform is a social network or a component of a social network. Twitter, Facebook, and Instagram are all social platforms. However, some marketers may consider Facebook news feed and Facebook stories to be different platforms, since they may have different audiences and use different marketing strategies.
A post refers to any social media status update, photo, or video, or an item shared on a blog or forum.
A private social account or group is one that is shielded from public view. While the basics of the account or group, like profile picture and name, are visible to anyone, the content shared is accessible only for approved followers. On Twitter, a private account is referred to as “protected.”
Promote is a term used in different contexts by the various social networks, but it always indicates some form of payment to gain access to a wider audience than could be achieved through organic content.
Facebook uses the term “boost” for promoting a specific post, but “promote” to describe promoting a Page. Twitter offers promoted Tweets, promoted accounts, and promoted trends. There’s also Promote Mode, an automated ad program on Twitter.
Reach refers to the total number of people who have been exposed to a social post or ad. This metric does not necessarily indicate that all of these people have actually seen your content. They could have scrolled right past it, for instance. Reach simply indicates that the content appeared in the user’s social feed at least once.
Social media analytics tools usually report organic reach and paid reach as two separate metrics.
Related: Impressions, Engagement
Reactions are a form of engagement on Facebook. In addition to Likes, reactions include Love, Haha, Wow, Sad, and Angry. Each of these reactions is indicated by an emoji. Facebook users can access the reaction option by hovering over or holding the Like button.
A recommendation is a testimonial provided on LinkedIn. You can provide recommendations for your connections, or ask them to provide a recommendation for you. Recommendations appear on your public profile.
To regram is to repost another Instagram user’s image or video. Make sure you have permission to do so, either through a branded hashtag or by asking the user directly.
Reply is a social media function that allows you to respond publicly to another user’s comment, creating a comment thread. On Twitter, you reply by clicking the comment icon under a particular Tweet. On other social networks, you’ll find a button or link marked Reply.
To repost is to share another user’s content on social media. This can include regramming, repinning, or retweeting. It also includes sharing another user’s Instagram post in your Instagram Stories.
Retargeting is an online advertising strategy that aims to re-engage website visitors who left a site without converting. Retargeting starts with a small tracking tag embedded in your website’s code. You can then target these prospects on other websites, including social networks.
To retweet is to share someone else’s Tweet with your followers. When you click the retweet button on the Twitter website or app, you can opt to republish the tweet as is, or add a comment to explain why you’re sharing it.
Search engine optimization (SEO)*
Search engine optimization is the practice of increasing the organic visibility of a web page in search results. Although businesses can pay for ads on search engine results page, SEO refers to “free” tactics that enhance the search ranking of a page.
A selfie is a self-portrait photograph, usually taken with the front camera on a smartphone and shared on social media sites.
Sentiment is a way of describing the way people feel about your brand on social media. Rather than just measuring the number of posts or engagements related to your brand, it captures the feelings and attitude contained in those posts.
Share of voice*
Share of voice is a measure of how many social media mentions a particular brand is receiving in relation to its competition. It is usually measured as a percentage of total mentions within an industry or among a defined group of competitors.
Social listening/Social media monitoring*
Social listening begins with finding and assessing what is being said about a company, topic, brand, or person on social media channels. Then, the social team takes action based on what the analysis reveals. Taking action could be as simple as responding to a happy customer or as major as revising the brand strategy.
Social media management*
Social media management involves managing social media accounts, engaging audiences, and measuring the business results of social media activities. Effective social media management practices implemented at scale across departments and regions allow everyone within the organization to collaborate and achieve measurable outcomes on social media.
Social media marketing*
Social media marketing is the use of social media to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. Social media marketing should be part of a larger social strategy that also includes social customer service, community management, and social selling activities.
Social media ROI*
Social media ROI (return on investment) is a measure of how much you get out of the time, money, and effort you put into your social media strategy. It’s a way of evaluating which strategies provide the most value, and which areas of your strategy may not be delivering enough return.
Snap is the company that owns Snapchat, the photo- and video-messaging app launched in 2011. Each post on Snapchat is also called a Snap. Users can add filters, text, drawings, or emoji to their content before sending it. Direct messages last only up to 10 seconds before they disappear forever and are erased from the company’s servers. Snap Stories allow users to share replayable Snaps for up to 24 hours.
Spam is unnecessary, unwanted, or repetitive content that clogs inboxes and clutters social media feeds. The term “spam” has been used to refer to junk messages since the earliest days of the Internet.
Stickers are a feature of stories formats like Snapchat and Instagram Stories. They allow users to add extra information to a post, like a hashtag or location. Some stickers offer interactive features such as questions and polls.
Stories are a form of ephemeral content on Facebook, Instagram, or Snapchat that disappears after 24 hours.
A troll is a person who starts flame wars or intentionally upsets people on the Internet by posting inflammatory and digressive, extraneous, or off-topic messages in an online community. [source: Wikipedia]
Trolling is defined as creating discord on the Internet by starting quarrels or upsetting people by posting inflammatory or off-topic messages in an online community. Basically, a social media troll is someone who purposely says something controversial in order to get a rise out of other users.
A URL shortener is a tool that condenses a long URL into a shorter (and more social media friendly) format. URL shorteners such as bitly.com can also provide link tracking capabilities, which allow businesses to measure click-throughs from social media and attribute website conversions to individual social messages.
To be verified on social media means that you have proven your identity to the social media platform provider and gained a verified label in return, usually in the form of a checkmark. This is usually reserved for brands, journalists, and other public figures as a way of preventing fraud and protecting the integrity of the person or organization behind the account.
To go viral on social media is to have a particular post bring in an unusually large number of engagements. An exceptional number of shares is the clearest sign of going viral, as your post spreads across the internet like a virus.
Vlogging is a combination of the words “video” and “blogging.” It means to create and post video blog content. Someone who vlogs is known as a vlogger.
Webinar is a combination of the words “web” and “seminar.” A webinar is a digital broadcast of a presentation intended to educate or inform. Webinars allow users to watch a presentation from their computer or other device, and often interact directly with the presenter or fellow attendees through chat or video.