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Cost per click
Return on Investment
pay per click

Brand awareness  -  A measure of how likely people are to know of your brand and your deliverables (services and products). The more people are talking about you online, the greater your brand awareness.


Branded content  -  Content that markets your brand but is created and posted by an influencer or other creator, not you. To achieve this, there is an exchange of value (payment, product samples, etc.). This exchange must be disclosed by using the branded content tools on Instagram. [read more]

Content marketing  -  A type of marketing that involves the creation and sharing of (online) material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Click-through rate  -  A measure of how many people view a social post, ad, or another piece of content, then click through to read more, buy, or take some other action. The formula to calculate CTR is number of clicks divided by total impressions. 

Content curation  -  The act of collecting relevant content and then sharing it with your social followers by linking to the original post. Sharing others' content is a way to create value for your audience beyond sharing your own original content.


Content pillars  -  Your key topics. These inform your decisions on what content to post to your social media.

Conversion  -  When a social media user or visitor to your website takes a specific, desired action. For example, making a purchase, subscribing to a newsletter, registering for your latest webinar.

Cost per click  -  The amount that you pay for each click in a pay-per-click campaign.


Dark posts  -  An unpublished socials post that is promoted to a specific audience. Dark posts cannot be found organically and don't appear on your timeline. Dark posts can help with split testing, and help prevent your timeline from being flooded with promotional posts.

Doxing  -  The (frowned-upon) practice of searching for and publishing the personal information of a private individual. 


Engagement  -  Any form of interaction with your brand on social media; likes, reactions, comments, shares, and saves.

Evergreen content  -  Content designed to last for the long term, not tied to any specific event or promotion. Evergreen content can bring you customers for many years to come.

Impressions  -  A metric that counts how many times your content is displayed on a social network. This doesn't tell you how many individual people have seen your post, just the number of times your content has been seen. [read more]

Keyword optimization  -  Researching, analyzing selecting, and then including on your website the best keywords that will drive traffic from search engines. [read more

Marketing  -  "Engaging customers and managing profitable customer relationships". This is achieved through "social and managerial process[es] by which individuals and organisations obtain what they need and want through creating and exchanging value with others" (Principles of Marketing by Kotler et. al., 2020).

Marketing myopia  -  The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products (Principles of Marketing by Kotler et. al., 2020).

Newsjacking  -  Referencing a news story or trending topic in order to connect with the audience following that story. Also known as trendjacking.

Organic reach  -  The number of unique users who view your content without paid promotion. People will see content in an organic way if they use a search function or when it appears on their feed - either because they're following the creator/poster or because it's shared by friends/who they're following. [read more]

Pay per click  -  A type of paid advertising in which the account holder pays each time a user clicks on the advertisement. 


Platform  -  A social network or a component of a social network. For example, Pinterest, TikTok, Facebook, and Instagram.

Promote  -  Paying to gain access to a wider audience than could be achieved organically (see organic reach).

Reach  -  The total number of people who have been exposed to your content (whether it's a post or ad). It's important to note that this doesn't indicate how many people have actually paid attention to your post; they may have scrolled right past. This is why it's important to also watch your engagement analytics. [read more]

Return on investment (ROI)  -  A measure that compares what you get out to what you put in (time, money, and effort). In other words, after all the time, money, and resources put in, this is the tangible return for your business.

Search engine optimization (SEO)  -  The practice of increasing the organic visibility of your web page in search (e.g. a Google search) results. Since SEO is only concerned with organic visibility, it only involves “free” tactics that enhance search ranking. Keyword optimization is one key method of SEO.

Sentiment  -  The feelings and attitude of your audience. In contrast to measuring engagements, sentiment is qualitative data rather than quantitative.

Share of voice  -  A measure of how many social media mentions a particular brand is receiving in relation to its competition.


Social listening  -  Assessing what is being said about a company, topic, brand, or person on social media channels and then taking action based on what the analysis reveals.


Social media management  -  The practice of managing social media accounts: posting, sharing, engaging audiences, etc.

Social media marketing  -  Using social media to increase brand awareness, identify and attract an audience, generate leads, and build meaningful relationships with your customers/clients.

Trendjacking  -  Referencing a news story or trending topic in order to connect with the audience following that story. Also known as newsjacking.

User-generated content (UGC)  -  Content created by everyday people on social media (as opposed to content created by brands). You can collect UGC through contests, branded hashtags, or simply reaching out to ask permission. Resharing UGC can help allows you to tap into the excitement and creative energies of your customers.


B2B = business to business
B2C = business to consumer
BTS = behind the scenes
CPC = cost per click
FB = Facebook
IG = Instagram
PPC = pay per click
ROI = return on investment
SEO = search engine optimization

SMM = Social Media Manager
UGC = user-generated content



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