Social Media Glossary

Glossary

A/B Test: The method of comparing two versions of digital assets against each other to
determine which one performs better.
Algorithm: Social media algorithms are patterns or mathematical calculations that social
media platforms use to understand users’ habits. Social media channels use algorithms to
customize and improve the user experience. Users are rarely aware that an algorithm is at
work. Some social platforms that have and use algorithms are Instagram, Facebook,
TikTok, and YouTube.
API: Stands for Application Programming Interface, a software interface that allows two
applications to interact with each other.
Avatar: An image or username that represents a person online, on digital platforms and
social networks.
Bio/Bio Link: “Link in bio” is seen on Instagram and refers to the editable link users are able
to add in their profile information. We utilize the bio link as a way for followers to read an
article, go to a website, or view a user’s additional social media accounts.
Branded Hashtags: A special hashtag associated with a specific brand, used to inspire
people to include the brand in the conversations that they’re having on platforms such as
Twitter and Instagram.
Call to Action: Also known as CTA, a statement
contained on a button that encourages audiences BOOST
to click and take a certain action. The option to pay social
Challenge: A TikTok challenge is encouraging media platforms to increase
other users to record themselves doing a specific your existing post’s reach to
thing or action. your followers, a
Chatbot: An artificial intelligence program that recommended audience, or a
can automate customer interactions for a targeted audience.
company. Chatbots can be implemented on a
number of social messaging apps to provide
BRAND ADVOCATE
customer service, answer questions, and even
An individual or organization
set up appointments automatically.
who is loyal to a brand and
Comment: A form of engagement in which a user
replies to a social media post. takes part in promoting it.
Community Manager: A liaison between an This can range from
organization and its audience. The community influencers, customers,
manager builds an authentic community among a employees, and even
business’s customers, employees, and partners business partners.
through various types of online interaction.

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Glossary

(Meta) Conversion API: creates a connection between an advertiser's marketing data

and the Meta systems that optimize ad targeting, decrease cost per action, and measure
results. In the case of direct integrations, this entails establishing a connection between
an advertiser's server and Meta.
Direct Message (DM): A private message on social media.
Direct Message Marketing: Also known as DM marketing, a strategy using direct
messages (DMs) to privately develop relationships and business initiatives.
Double Tap: Refers to the action of double-tapping or clicking on a post on Instagram or
TikTok. Users can double-tap instead of physically pressing the like “or “❤️” button.
Evergreen Content: Content that stays fresh and relevant for long periods of time.
Feed: An updated list of all new content posted by the accounts a user follows.
Follower: A person who follows another user’s profile or page and gets updates. Often
gaining followers is the goal that many users have in mind when posting content.
Hashtag: A word or phrase preceded by a hash sign (#). It was started on Twitter, but is
now used on most social media platforms to identify digital content on a specific topic.
Highlights: When you don’t want your Instagram Story to disappear after 24 hours, you
can add your Story to a Highlight on your Instagram profile.

IGTV: Instagram launched IGTV as a feature

LIKE on Instagram as a way for users to post long-
A quick form of social media form video (up to 15 minutes). Instagram
engagement where a person even created an IGTV standalone app.
“likes” and shows approval Listicle: Piece of content shown in list format.
for the given content. Pixel: Code you place on your website to
collect data to track conversions from ads,
REEL optimize ads, build targeted audiences for
Instagram created Reels as a future ads and remarket to people who have
way to compete with the taken some action.
short-form video sharing Retargeting: The process of showing a
network, TikTok. There are company’s advertisements to users who have
some definite differences already visited that company’s site, page, or
between Reels and TikTok app, but left without taking the desired action.
videos, but the basic features Repost – To use another user’s content on
are fairly similar. social media by posting it again. This can
include re-gramming, repinning, or retweeting.

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Glossary

Shadow Banned: Being shadow banned means a social media platform, like Instagram,
is limiting or restricting content created by a user without the user knowing. This usually
happens when a user has violated community guidelines or their content is viewed as
inappropriate.
Stitch: When a TikTok creator uses a clip from another creator’s video in their own
video.
Stories: Users can add 15-second videos or pictures to their Story, which can only be
viewed for 24 hours before it disappears. This type of content is also known as
disappearing content. Stories are another copied feature by Instagram to compete with
Snapchat.
Swipe up/Sticker: For years, Instagram allowed users to add links to their Stories, which
could be accessed by followers swiping up on the Story. However, Instagram recently
introduced a new link sticker in Stories and removed the swipe up feature, potentially
rendering the term “swipe up” useless. Stickers are found in Instagram Stories and
include engaging features like Q&As, polls, quizzes, links, etc.

UGC: User-generated content is any form of content i.e. social media posts, images,
videos, reviews, etc. created by individual users (not brands) and published to an online
or social network. Utilizing UGC content is quickly becoming a highly effective online
marketing method.

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Metrics Glossary

Analytics
Data from social media networks that marketers use to improve strategic
business decisions.

Click Through Rate Engagement Rate

Also known as CTR, is a metric used to A metric used to determine the amount of
represent the percentage of people that interaction social media content or a page
clicked your ad. It is used to gauge how receives. Interactions include likes,
your ads, free listings, and keywords are shares, comments, and saves. This tracks
performing. The number of times your ad how active and involved your audience is
is clicked on is divided by the number of with your content. It compares the
times your ad is shown to get your CTR. percentage of users who follow or view
your content to those who interact with it.

Cost Per Click

Conversion Rate
Also known as CPC, the amount you pay
for every person who clicks on your ad. The number of visitors to a website that
completes a desired goal (a conversion)

Key Performance out of the total number of visitors.

Indicator Impressions
Also known as KPI is a measurable value
A measure of the number of times your
that demonstrates how effectively a
ads were shown in front of people, even if
company is achieving key business
they didn’t click, comment, or otherwise
objectives.
engage with it.

Cost Per Acquisition Vanity Metric

Also known as CPA or Cost Per Lead Metrics that appear impressive to others
(CPL), it is how much it costs an but do not necessarily help you
advertiser to acquire a new customer or understand your own performance in a
compel a user to take an action. way that informs future strategies.

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Metrics Glossary

Analytics
Data from social media networks that marketers use to improve strategic
business decisions.

Reach vs. Impression Leads

Reach shows the total number of people Any information someone shares that you
who see your content. Impressions are can use to follow up with them (i.e., email
the number of times your content is address, occupation, employer, etc.)
displayed.
Frequency
Conversions The number of times an ad or impression
Conversion is turning a social media user has been served, per unique user.
into a paying customer or lead. Frequency is a key metric for brand
Conversions can be measured through campaigns when calculating to see how
various conversion events, such as: many times someone in your target
button clicks, phone calls, form audience has been exposed to an ad.
submissions, adds to cart, transactions, (Benchmark: 3-5)
etc.
Google Analytics
Google Analytics Bounce Rate
Session The percentage of sessions that result in
A "session" is made up of a group of user a bounce—that is, sessions that begin
interactions (known as 'hits') with your and end on the same page without user
website recorded in a given time period. interaction. (Benchmark: 40-60%)

Google Analytics Google Analytics

Time on Site Referral
Also known as session duration, is the When one website refers traffic to you—
total amount of time someone spends resulting in a new user clicking through to
navigating your website. your website.

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All the Clicks

Clicks (All): The number of clicks on your ads.

Link Click: The number of clicks on links within the ad that led
to destinations or experiences, on or off Facebook.
Outbound Clicks: The number of clicks on links that take people
off Meta technologies.

Clicks: Clicks anywhere on the post (not just links).

Clicks to Landing Page: Clicks to your website landing page.
Clicks to LinkedIn Page: Clicks to your LinkedIn Page.
Link Clicks: Clicks on any links in the post.

Clicks and Click-through rate (CTR): Clicks, which occur when

the viewer clicks an interactive element of your ad, and CTR
(Clicks / Impressions) for Video campaigns shouldn’t typically
be considered a priority compared to impressions or views (if
your goal is awareness) or conversions (if your goal is sales).
Low clicks and CTR are fairly normal in Video campaigns,
compared to Search campaigns.

Clicks: The number of clicks on your ads.

In App Ad Click: The number of unique in-app ad click events
that occurred in your mobile app and are attributed to your ads.
Download Button: The number of button clicks (app
downloads).
Button Clicks: The number of button click events.

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