Diving into the world of social media marketing and feeling swamped by all the jargon? Want to learn more about social media strategy or content approval workflow? No worries! We've got you covered with a rundown of all the terms you'll want to know.
A/B testing is a method of comparing two versions of a webpage, ad, or other content to determine which one performs better. It involves showing the two variants (A and B) to similar audiences and analyzing the results to see which version achieves a higher conversion rate or better engagement metrics.
Account-based marketing (ABM) is a strategic approach to business marketing in which an organization targets and engages specific high-value accounts or customer segments, tailoring its marketing efforts and resources to the needs and interests of those individual accounts.
Actionable analytics are insights derived from data that provide clear guidance for decision-making, enabling businesses and individuals to improve strategies, engagement, and performance on social media platforms.
Ad campaigns are structured marketing efforts that utilize one or more social media platforms to promote products, services, or events. They aim to reach a specific audience through targeted ads, using visuals, messaging, and strategic placement to achieve marketing goals such as brand awareness, lead generation, or sales.
Advertising on social media platforms is the process of using these networks to promote products, services, or brands to a targeted audience. It involves paid content distribution, such as sponsored posts, display ads, and video ads, to reach potential customers and achieve marketing objectives.
Affiliate marketing is a performance-based advertising strategy where businesses reward individuals or other companies (affiliates) for each visitor or customer brought by the affiliate's own marketing efforts. It leverages the affiliates' audiences to drive sales or leads.
Affinity marketing is a partnership strategy where companies with similar target audiences collaborate to promote each other's products or services, leveraging shared values or interests to increase brand exposure and customer loyalty.
Agile marketing is a strategic approach that prioritizes flexibility, speed, and iterative learning in marketing efforts. It involves rapidly adapting to changes in the market, customer preferences, and technological advancements to optimize marketing performance and results.
AI marketing is the application of artificial intelligence technologies to enhance and streamline marketing efforts. It involves using data analysis, machine learning algorithms, and automation to predict consumer behavior, personalize content, and optimize marketing strategies for better engagement and results.
Analytics is the process of collecting, analyzing, and interpreting data from social media platforms to understand user behavior, measure performance, and inform strategic decisions. It helps in tracking engagement, reach, conversions, and other key metrics.
Applied marketing is the practical implementation of marketing theories and strategies to solve real-world business challenges and meet market demands. It involves using research, analytics, and targeted tactics to enhance product promotion, customer engagement, and sales performance.
An approval checklist is a set of criteria or steps used to review and approve content before it is published on social media platforms, ensuring it aligns with brand guidelines, messaging, and quality standards.
Approval process is a series of steps taken to review and authorize content before it is published on social media platforms, ensuring it aligns with brand guidelines, messaging, and quality standards.
Approval workflow is a process within social media management where content must be reviewed and authorized by designated individuals before it is published, ensuring consistency, quality, and adherence to brand guidelines.
Audience growth is the process of increasing the number of followers or subscribers on social media platforms, aiming to expand the reach and impact of content shared by an individual or organization.
Automated posting is the use of software tools to schedule and publish content on social media platforms without manual intervention, allowing for consistent online presence and efficient content management.
B2B marketing refers to the strategies and practices businesses use to promote products and services to other companies. It involves understanding the needs of business customers and creating tailored marketing messages to influence their purchasing decisions.
B2C marketing refers to the strategies and tactics used by companies to promote products and services directly to consumers. It focuses on appealing to individuals' needs, interests, and challenges to drive sales and build brand loyalty.
Backlinking is the process of linking one website to another through hyperlinks, which can enhance a site's credibility and search engine ranking. In social media, it involves sharing links that direct users back to a company's main website or specific content pages.
Best posting time refers to the optimal time periods when social media content is most likely to be seen and engaged with by the target audience, increasing visibility and interaction rates.
Billboard marketing is an advertising strategy that involves placing large-scale print ads on billboards in high-traffic areas to capture the attention of passing pedestrians and drivers, thereby increasing brand visibility and impact.
A blog is a regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style. Blogs often focus on a particular subject and allow readers to engage through comments.
Blue Ocean Strategy is a business approach that focuses on creating new market spaces, or 'blue oceans,' rather than competing in overcrowded industries, or 'red oceans.' It emphasizes innovation, creating demand, and tapping into new customer segments to avoid direct competition.
Boosting is a social media feature that allows users to pay to enhance the visibility and reach of their content, such as posts or pages, to a targeted audience beyond their usual followers.
A boosted post is a social media update that a user has paid to promote, with the aim of reaching a wider audience or a specific target group beyond their usual followers, and achieving greater engagement, such as likes, shares, and comments.
Bounce rate is the percentage of visitors to a website who navigate away from the site after viewing only one page, indicating the initial engagement level and relevance of content to the audience.
A brand is the distinctive identity that represents a company or product, encompassing its name, logo, messaging, and overall image. It shapes consumer perceptions and differentiates an entity from its competitors in the market.
Brand activation is the process of driving consumer action through brand interaction and experiences. It's about bringing brands to life via experiences and forming long-term emotional connections.
Brand awareness is the extent to which consumers recognize and remember a brand and its products. It reflects the familiarity and visibility of a brand within its target market, often achieved through marketing campaigns, social media presence, and word-of-mouth referrals.
Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. It includes visual components like logos, color schemes, and design, as well as messaging and communication style, all of which establish a recognizable persona that resonates with the target audience.
Brand loyalty is the tendency of consumers to continuously purchase products or services from a specific brand over its competitors, often due to satisfaction, trust, and positive experiences with the brand.
Brand management is the process of analyzing and planning how a brand is perceived in the market, involving the alignment of the brand with its values, creating a strong brand identity, and ensuring consistent messaging across all marketing channels to maintain a positive brand image.
A brand narrative is the story that a company crafts to communicate its values, mission, and the unique aspects of its identity to the audience. It shapes how consumers perceive the brand and can influence their emotional connection and loyalty.
A brand partnership is a strategic collaboration between two or more brands to leverage each other's strengths, resources, and audiences for mutual benefit, often involving co-marketing campaigns, product collaborations, or shared initiatives.
Brand personality is the set of human characteristics attributed to a brand, shaping how consumers perceive and relate to it emotionally and socially. It's crafted through marketing, communication, and customer experiences to build a relatable and consistent image.
Brand reputation is the public's collective perception of a brand, shaped by customer experiences, communication, social media presence, and other interactions. It reflects how a brand is viewed in terms of trustworthiness, quality, and customer satisfaction.
A brand style guide is a comprehensive set of standards that outlines how a brand should be presented across various media, including fonts, colors, imagery, voice, and tone, ensuring consistency and recognizability in all forms of communication, especially on social media platforms.
Brand value is the financial worth attributed to a brand, reflecting its market position, customer loyalty, and the premium customers are willing to pay for its products or services over generic alternatives.
Branding is the process of creating a unique identity and image for a product or company in the consumer's mind through the use of consistent thematic elements, messaging, and design. It aims to establish a significant and differentiated presence that attracts and retains loyal customers.
A carousel post is a social media feature that allows users to share multiple photos or videos in a single post. Viewers can swipe through the carousel to see all the content, making it useful for storytelling, showcasing products, or sharing a series of related images.
Client approval is the process where clients review and consent to content, campaigns, or strategies proposed by a service provider before they are published or implemented, ensuring alignment with brand values and objectives.
Client feedback is the information, opinions, and insights provided by clients regarding their experiences with a company's products, services, or customer support. It is essential for businesses to assess satisfaction, improve offerings, and build stronger client relationships.
Client management in marketing is the process of building and maintaining relationships with clients by understanding their needs, providing tailored solutions, and ensuring satisfaction to foster loyalty and repeat business.
Client relationship management is the strategic approach to managing interactions with current and potential clients, focusing on nurturing relationships, improving customer satisfaction, and driving sales growth. It often involves using specialized software to track communications, preferences, and history.
Client reporting is the process of collecting and presenting data related to the performance of social media activities to clients, including metrics such as engagement rates, follower growth, and campaign effectiveness, to demonstrate the value and impact of social media efforts.
Co-marketing is a collaborative marketing strategy where two or more companies partner to promote a shared offer, product, or service, leveraging each other's resources and audiences to achieve mutual benefits such as increased brand exposure and customer reach.
Collaboration tools are software and platforms designed to facilitate teamwork and communication among individuals working together on projects or tasks, often allowing for file sharing, real-time editing, video conferencing, and project management features to enhance productivity and coordination.
A collaborative platform is an online space designed to facilitate teamwork and communication among users, allowing them to share resources, coordinate tasks, and work together on projects in real-time, regardless of their physical location.
A communication platform is a digital tool or service that facilitates interactive dialogue and the exchange of information between individuals or groups. It supports various forms of communication, such as messaging, voice calls, video chats, or social networking features.
Community on social media refers to a group of users who interact with each other and share common interests, goals, or purposes on a digital platform. This collective engages in discussions, content sharing, and networking, often fostering a sense of belonging and mutual support.
Community management is the process of building, managing, and maintaining relationships with a brand's audience on social media platforms. It involves engaging with followers, moderating conversations, and creating a positive environment that encourages interaction and loyalty.
A community manager is a professional responsible for building, managing, and maintaining a brand's online community. This role involves engaging with followers, moderating discussions, creating content, and fostering a positive environment that encourages interaction and loyalty to the brand.
Content on social media platforms refers to any form of information or media shared by users, including text posts, images, videos, stories, and live broadcasts, designed to engage, inform, or entertain an audience.
Content aesthetics refers to the visual appeal and design elements of online content, which include layout, color scheme, imagery, and overall style. It plays a crucial role in attracting and engaging viewers on social media platforms.
Content AI refers to artificial intelligence systems designed to create, optimize, or suggest content for social media platforms, enhancing user engagement and personalization through data-driven insights and automation.
Content analytics is the process of collecting and analyzing data from content shared on social media platforms to understand audience engagement, content performance, and trends. It helps in optimizing content strategy and measuring its impact.
Content approvals are the process of reviewing and authorizing content before it is published on social media platforms, ensuring it aligns with brand guidelines, messaging, and legal standards. This step often involves multiple stakeholders, such as content creators, editors, brand managers, and clients.
A content calendar is a planning tool that helps organize and schedule content across various social media platforms. It ensures consistent posting and helps in strategizing content around important dates, events, and campaigns.A content calendar is essential for managing and scheduling content publication across various digital platforms. It aligns with business objectives and marketing campaigns, helping maintain a consistent content flow and strategic timing. A content calendar supports task delegation and progress tracking within teams and with clients. Kontentino stands out by offering features that enhance collaboration, task management, and performance analytics, making it an ideal tool for streamlined content operations and increased productivity.How to effectively integrate a content calendar into marketing strategy?Brand can always integrate a content calendar into marketing strategy by aligning it with overall business objectives and promotional schedules. Brand (or client) can use it to plan out campaigns, track seasonal events, and ensure a balanced mix of content types.How can Kontentino make it particularly useful?Kontentino's content planning tool is particularly useful due to its intuitive interface, collaborative features, real-time editing, and comprehensive analytics that help track content performance and team productivity. How often should the content calendar be updated to keep it effective?We recommend updating the content calendar at least weekly to adapt to any changes in marketing strategy or external factors that might affect content relevance and effectiveness. Regular updates ensure that content remains dynamic and aligned with current trends.
Content creation is the process of generating topic ideas that appeal to a target audience, and then creating written or visual content around those ideas for publishing on various media platforms.
A content creator is an individual or entity that produces engaging material such as videos, blogs, graphics, or podcasts, often for digital platforms or social media, aiming to inform, entertain, or educate an audience.
Content curation is the process of gathering, organizing, and sharing relevant content from various sources on a particular topic to provide value to a social media audience. It involves selecting high-quality content that aligns with the interests and needs of followers.
Content distribution is the process of sharing, publishing, and promoting content across various platforms, such as social media, blogs, and email, to reach a wider audience and achieve marketing goals. It involves strategically placing content where it is most likely to be seen and engaged with by the target demographic.
Content formats refer to the various types of media used to create and share content on social media platforms, such as text posts, images, videos, live streams, stories, and interactive polls. Each format offers unique ways to engage and connect with audiences.
A content management system (CMS) is a software application that enables users to create, edit, manage, and publish digital content without the need for specialized technical knowledge. It often includes features for collaborative authoring, content scheduling, and multimedia support, streamlining the web content creation and maintenance process.
Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, with the objective of driving profitable customer action.
Content metrics are quantitative measures used to assess the performance of social media content, including likes, shares, comments, reach, impressions, and engagement rates. They help determine the effectiveness of content strategies and audience interaction.
Content optimization is the process of ensuring content is written and presented in a way that reaches the largest possible target audience. It involves improving various elements like keywords, format, and engagement to enhance visibility and user interaction on social media platforms.
Content shock is the phenomenon where the volume of online content surpasses the audience's ability to consume it, leading to diminished returns on content marketing efforts and making it harder for content to stand out in a crowded digital landscape.
Content strategy is the planning, development, and management of content—written or in other media—ensuring it's valuable, relevant, and consistent for a target audience, with the goal of driving profitable customer action.
A content supply chain is the sequence of processes involved in the creation, management, and distribution of content across various platforms. It encompasses planning, production, delivery, and analysis to ensure consistent and efficient content flow to meet audience demand.
Content syndication is the practice of republishing original content, such as articles or blog posts, on other websites or platforms to reach a broader audience and drive traffic back to the original source.
Content writing is the process of planning, creating, and editing web content, typically for digital marketing purposes. It includes writing blog posts, articles, scripts for videos and podcasts, as well as content for specific platforms such as tweets or social media posts.
Conversion rate is a metric used to measure the percentage of social media users who take a desired action, such as making a purchase, signing up for a newsletter, or downloading an app, after interacting with a brand's content or advertisement.
Corporate social responsibility is a business model in which companies integrate social and environmental concerns in their operations and interactions with stakeholders. It reflects a company's commitment to act ethically and contribute to economic development while improving the quality of life of the workforce, their families, the local community, and society at large.
Creative strategy is the process of defining the direction and approach for crafting unique and compelling content across social media platforms. It involves planning the themes, messaging, and visual style to effectively engage the target audience and achieve marketing goals.
Crisis management is the process of preparing for, responding to, and recovering from unexpected negative events that can harm an organization's reputation, operations, or financial standing, especially in the context of social media where information spreads rapidly.
Cross-channel marketing is a strategy that involves coordinating marketing efforts across multiple platforms and channels to provide a seamless and integrated customer experience. It aims to reach audiences with a consistent message, regardless of the medium they use.
Cross-device marketing is a strategy that involves targeting consumers across multiple devices, such as smartphones, tablets, and computers, to create a cohesive and seamless brand experience. It leverages user data to deliver consistent and personalized marketing messages.
Cross-posting is the practice of sharing the same content across multiple social media platforms simultaneously, aiming to maximize reach and engagement by leveraging different audiences on each platform.
A customer is an individual or entity that purchases goods or services from a business, often through transactions on social media platforms or e-commerce integrations within these networks.
Customer acquisition is the process of attracting and converting new consumers to purchase a company's products or services. It involves strategies and tactics that businesses use to grow their customer base and increase market share.
Customer acquisition cost is the total expense incurred by a company to gain a new customer, including marketing and advertising costs, divided by the number of customers acquired.
Customer experience (CX) is the overall perception and feeling a customer has resulting from interactions with a brand's products, services, and support across all touchpoints. It encompasses every aspect of a company's offering, from the quality of customer care to the ease of doing business.
Customer insight is the understanding of customers' behaviors, preferences, and needs, gained through data analysis and feedback, which informs marketing strategies and product development on social media platforms.
Customer journey is the process that a potential customer goes through, from initial awareness of a brand or product to the final purchase decision and post-purchase evaluation, often visualized as a path with multiple touchpoints across various channels and platforms.
Customer lifetime value is the total worth of a customer to a business over the entirety of their relationship. It measures the financial value of each customer, factoring in their purchases, loyalty, and referrals, and is crucial for understanding long-term business profitability.
Customer management is the process of overseeing and improving interactions and relationships with customers, typically involving strategies for customer support, engagement, and retention on social media platforms.
Customer marketing is a strategy focusing on building relationships with existing customers, encouraging loyalty and repeat business through targeted communication, special offers, and engagement initiatives. It aims to maximize customer satisfaction and advocacy.
Customer retention rate is a metric that measures the percentage of customers a company retains over a specific period, indicating the effectiveness of its customer loyalty and satisfaction strategies.
Customer service and support refers to the assistance and advice provided by a company to those people who buy or use its products or services. In the context of social media, customer service and support often involves responding to customer inquiries, resolving issues, and providing information through platforms like Twitter, Facebook, or Instagram.
A dark post is a targeted advertisement on social media platforms that doesn't appear on the advertiser's timeline or in the regular feed of their followers. It is visible only to the specific audience the advertiser chooses, making it a useful tool for testing different marketing strategies and messages without overexposing content.
Dark social is the sharing of content through private channels like messaging apps, email, or direct messages, which is not publicly trackable using standard web analytics tools. It represents a significant portion of online sharing that occurs behind the scenes.
Digital asset management is a system for organizing, storing, and retrieving rich media and managing digital rights and permissions. It streamulates access to company assets like images, videos, and other multimedia content.
Digital marketing is the promotion of products or services using digital channels, such as search engines, social media, email, and websites, to connect with current and potential customers. It encompasses a range of tactics and strategies designed to engage audiences and drive business growth online.
Direct marketing is a strategy where businesses communicate directly with potential customers through various channels, such as email, mail, phone calls, or text messages, to promote products or services without intermediaries.
Disappearing content is a type of social media post that automatically vanishes after a set period, typically 24 hours. Popularized by platforms like Snapchat and Instagram Stories, it encourages spontaneous and candid sharing by reducing the pressure of permanence.
Display advertising is a form of online advertising where brands use visual-based media, such as banners, images, or videos, to promote products or services on websites, social media platforms, and other digital channels. It targets specific audiences with tailored messages to increase brand awareness and drive conversions.
Dynamic content is media or web content that changes based on user interactions, preferences, or behaviors, providing a personalized experience. It's often used in social media to display relevant ads or posts.
Ecommerce marketing is the practice of using promotional tactics to drive traffic to an online store, convert that traffic into paying customers, and retain those customers post-purchase. It encompasses a range of activities including search engine optimization, email marketing, social media campaigns, and online advertising.
An editorial calendar is a schedule that outlines the timing and content of upcoming publications across various media platforms, including social media. It helps in planning, organizing, and managing content creation and distribution, ensuring consistent and strategic posting.
An email campaign is a coordinated set of individual email messages distributed at specific intervals with a particular purpose, such as promoting products, informing customers, or driving engagement.
An email list is a collection of email addresses that a business or individual has obtained, typically through sign-ups or subscriptions, which is used to send targeted marketing campaigns, newsletters, or updates to subscribers.
Email marketing is a digital marketing strategy that involves sending emails to a targeted audience to promote products, services, or content, build relationships with potential and current customers, and drive sales or engagement.
An email service provider (ESP) is a company that offers services for sending and managing email campaigns. ESPs provide tools for creating, sending, tracking, and optimizing email communications, often with features like templates, automation, and analytics to enhance marketing efforts and customer engagement.
Engagement is the interaction between users and content on social media platforms, typically measured by likes, comments, shares, and clicks. It reflects the audience's involvement and interest in the content presented.
Engagement rate is a crucial metric in social media marketing, quantifying the level of interaction content receives relative to its audience size. It involves calculating the total interactions (likes, comments, shares, saves) divided by the number of followers or impressions, then multiplied by 100 to get a percentage.A higher engagement rate indicates that the content is resonating well with the audience, which is critical for algorithmic visibility and audience engagement. This metric helps guide content strategies by highlighting what content types engage audiences most effectively.How can brand improve engagement rate on platforms like Instagram and Facebook?To boost brand's engagement rate on platforms like Instagram and Facebook, we advise to focus on creating interactive content such as polls, questions, or contests that encourage user participation. Additionally, posting consistently and at optimal times (don't forget to check insights) can increase visibility and interactions.What types of content typically see higher engagement rates?Video content, especially live videos and stories, typically receives higher engagement due to their interactive and immediate nature. Personalised content that resonates with the audience's interests or challenges also performs well.How often engagement rates should be analysed to adjust content strategy?It's best to analyse engagement rates monthly to adapt and refine strategies effectively. This frequency allows to gather enough data to see trends without being overwhelmed by day-to-day fluctuations.How to analyse engagement rate?Check trends over time, assess which types of content perform best, and adjust brand's strategy based on these insights. Tools like analytics dashboards on social media platforms or third-party apps can facilitate detailed reports and comparative analyses.What is the formula for Engagement Rate?Engagement rate measures the level of interaction that content receives from its audience. It's calculated by dividing the total engagement (likes, comments, shares) by the number of followers or views, then multiplying by 100 to get a percentage. This gives the percentage of the audience that interacts with content.
Ephemeral content is media, typically images or videos, that is only available for a short duration before it disappears, commonly used on social media platforms like Snapchat and Instagram Stories to create a sense of urgency and encourage more immediate engagement from viewers.
Evergreen content is material that remains relevant and valuable over a long period, without becoming dated. It continues to attract traffic and engagement well beyond its initial publication, providing a lasting resource for audiences.
Evergreen marketing is a strategy that focuses on creating content that remains relevant and valuable over time, rather than being tied to specific trends or events. This approach helps maintain consistent engagement and can drive long-term traffic and leads.
Experiential marketing is a strategy that engages consumers through immersive, hands-on experiences with a brand or product, often at events or activations, to create a memorable impact and foster emotional connections.
Facebook is a social networking platform that allows users to connect with friends and family, share photos, videos, and status updates, join groups, and engage with various communities. It also serves as a tool for businesses to market and advertise their products and services.
Facebook Ads is an advertising platform offered by Facebook, allowing businesses and individuals to create targeted ads to reach specific audiences based on demographics, interests, behaviors, and more, with the goal of increasing brand awareness, engagement, and conversions.
Facebook Ads Manager (now called Meta Business Suite) is a tool provided by Facebook (Meta) for businesses and individuals to create, manage, and track the performance of advertising campaigns on the Facebook platform and its associated networks, including Instagram and Audience Network.
Facebook advertising is the use of Facebook's platform to promote products, services, or brands to its vast user base through targeted ads. These ads can appear in a user's News Feed, Stories, or as sponsored messages in Messenger, and are customizable based on demographics, interests, and behavior.
A Facebook Boost Post is a paid feature that amplifies the reach of a post from a Facebook page, allowing it to be seen by a wider audience beyond the page's existing followers. It involves allocating a budget to improve visibility and engagement, such as likes, comments, and shares.
A Facebook Business Page is a public profile specifically created for businesses, brands, celebrities, causes, and other organizations on Facebook. It allows companies to share content, engage with followers, advertise products or services, and analyze their social media reach and performance.
A Facebook comment is a user's response or reaction to content on the Facebook platform, typically found below posts, photos, or videos, allowing for public discussion and engagement within the community.
A Facebook group is a space on Facebook where users can join as members to share content, interact, and discuss common interests with others in a collective community setting. Groups can be public, private, or secret, and they often serve as forums for specific topics or causes.
Facebook Insights is a free analytics tool provided by Facebook to help page administrators understand the engagement, reach, and overall performance of their page content. It provides data on user interactions, demographics, and content effectiveness.
Facebook Live is a feature on the Facebook platform that allows users to broadcast real-time video to their friends and followers. It enables individuals and organizations to share live events, Q&A sessions, and other interactive content directly from a smartphone or computer.
A Facebook Lookalike Audience is a targeting tool used in Facebook advertising that identifies and reaches new people whose interests and behaviors are similar to those of an existing audience, such as current customers or page followers, to improve ad campaign effectiveness.
Facebook Messenger is a messaging app and platform developed by Facebook, enabling users to send messages, photos, videos, and make voice and video calls. It integrates with the Facebook social network but can also function independently on various devices.
Facebook Note is a feature on the Facebook platform that allows users to create and publish longer-form content, similar to blog posts, which can include text, photos, and embedded links. It enables more in-depth expression beyond the typical short status updates.
Facebook Offers is a feature that allows businesses to share discounts and promotions directly with their customers on the Facebook platform. Users can easily claim offers and use them at online or physical stores, enhancing customer engagement and driving sales.
Facebook Reach is the measure of how many people have seen content associated with a Facebook Page or post. It reflects the spread of content and can be categorized into organic, paid, and viral reach, indicating the different ways audiences encounter the material.
Facebook Reactions is a feature that allows users to express a range of emotions in response to a post, beyond the traditional "like." It includes options such as love, haha, wow, sad, and angry, enabling more nuanced feedback and engagement.
Facebook retargeting is a digital advertising strategy that involves showing ads on Facebook to users who have previously interacted with a website or app, aiming to re-engage them and encourage conversions.
A Facebook Share is a feature on the social media platform that allows users to repost content from others to their own timeline, thereby sharing it with their friends and followers. This action can increase the content's reach and visibility.
Facebook Shop is a feature within the Facebook platform that allows businesses to create an online storefront, showcasing and selling products directly to users within the Facebook interface, facilitating a seamless shopping experience without leaving the social media environment.
A feedback loop in social media is a system where user interactions, such as likes, comments, and shares, influence the content creators and platforms, leading to adjustments in content or algorithms to enhance user engagement and satisfaction.
Follower growth is the increase in the number of individuals who subscribe to updates from a social media account, indicating a rise in audience size and potential engagement.
Gamification marketing is a strategy that incorporates game design elements into non-game contexts, such as social media campaigns, to engage users, enhance user experience, and motivate participation, often leading to increased brand interaction and customer loyalty.
Gated content is a strategy used by marketers to generate leads by providing valuable content, such as whitepapers, ebooks, or webinars, behind a form that requires users to submit personal information before accessing it.
A go-to-market strategy is a plan outlining how a company will launch a product or service to the market, detailing the target audience, marketing plan, sales strategy, and distribution channels to maximize reach and customer acquisition.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, providing insights into user behavior, acquisition, and conversions. It helps businesses understand their online audience and optimize their digital strategies.
Graphic design is the art of creating visual content to communicate messages, utilizing elements like typography, imagery, color, and layout. It's essential in crafting appealing and effective designs for social media posts, advertisements, and branding.
Growth marketing is a data-driven approach focused on attracting and engaging customers through various channels and tactics, with the aim of optimizing the entire customer lifecycle and driving sustainable long-term business growth.
Guerilla marketing is an advertising strategy that uses unconventional, low-cost tactics to create impactful, memorable marketing campaigns. It often involves surprise interactions in public places to generate buzz and word-of-mouth promotion.
Inter-team communication is the process of exchanging information and ideas between different teams within an organization, often utilizing digital tools and platforms to collaborate effectively and coordinate efforts across various departments.
An ideal customer profile (ICP) is a detailed description of a fictitious entity that represents the perfect customer for a company's product or service. It includes demographic, psychographic, and behavioral characteristics that align with the brand's offerings, guiding marketing and sales strategies to attract and retain the most valuable customers.
Inbound marketing is a strategy that attracts customers through relevant and helpful content, adding value at every stage in the customer's buying journey. It leverages channels like blogs, search engines, and social media to create brand awareness and attract new business.
An influencer is an individual with a significant following on social media platforms, who can affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience. Influencers often collaborate with brands to promote products or services to their followers.
Influencer marketing is a strategy where brands collaborate with individuals who have a significant following on social media to promote products, services, or campaigns. These influencers leverage their credibility and audience engagement to influence their followers' purchasing decisions and brand perceptions.
Instagram is a social media platform that allows users to share photos and videos, create stories, and engage with others through likes, comments, and direct messaging. It's known for its visual content, filters, and hashtags, which help users discover new content and profiles.
The Instagram algorithm is a set of rules and signals that determines the order and relevance of posts, stories, and other content displayed to users on the platform. It prioritizes content based on user interactions, preferences, and engagement to create a personalized feed.
Instagram Carousel is a feature on Instagram that allows users to share multiple photos or videos in a single post. Users can swipe through up to 10 pieces of content, providing a dynamic way to tell a story or showcase products in a more comprehensive manner.
An Instagram comment is a user's response or reaction to an Instagram post, typically consisting of text, emojis, or both, which allows for public interaction and engagement with the content creator and other commenters.
The Instagram grid is the arrangement of posted photos and videos on a user's profile page, displayed in a three-column layout. It represents the visual aesthetic and thematic consistency of the user's content, often considered in crafting an appealing profile.
Instagram Reels is a feature within the Instagram app that allows users to create and share short-form, engaging videos set to music or other audio, often featuring creative editing, effects, and the opportunity for viral growth through the platform's expansive audience.
Instagram Shopping is a feature within the Instagram app that allows users to browse and purchase products directly from a brand's photos and videos without leaving the platform, providing a seamless e-commerce experience.
An Instagram Story is a feature on the Instagram app that allows users to post photos or videos that disappear after 24 hours. It's used for sharing moments and experiences in a more casual, ephemeral way compared to permanent posts on a user's profile.
A key performance indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. In the context of social media, KPIs often track engagement, reach, conversions, and other metrics to assess the success of social media campaigns and strategies.
Keyword research is the process of identifying words and phrases that people use in search engines with the goal of optimizing content or marketing strategies to align with users' search queries.
Lead generation is the process of attracting and converting strangers into prospects, with the aim of nurturing them toward becoming customers. In the context of social media, it involves using platforms to identify potential leads, engage with them, and collect information to support sales efforts.
LinkedIn is a professional networking platform that connects individuals and organizations, facilitating job searches, recruitment, and the sharing of industry insights. It serves as a digital resume and networking space for professionals.
A LinkedIn connection is a contact on the professional networking platform LinkedIn, representing a mutual agreement between two users to establish a professional relationship and share network access, updates, and messages.
LinkedIn Pulse is a feature within LinkedIn that allows members to publish articles and share insights, news, and professional content with their network, positioning themselves as thought leaders in their respective fields.
A macro influencer is a social media personality with a significant following, typically ranging from 100,000 to 1 million followers, known for their ability to reach a wide audience and influence trends and purchasing decisions in their respective niches.
Makeshift marketing is an adaptive strategy where businesses use readily available resources and spontaneous tactics to promote products or services, often in response to unexpected situations or limited budgets. It emphasizes creativity and flexibility over high-cost campaigns.
Market research is the process of gathering, analyzing, and interpreting information about a market, including information about target audiences, competitors, and industry trends, to inform business decisions and strategies.
Market share is the percentage of an industry's total sales that a particular company or product secures, indicating its competitiveness and customer preference within the market. It's a key metric for assessing a brand's strength and influence relative to its competitors.
A marketing agency is a company that provides strategic planning, creative design, and promotional services to clients, aiming to enhance their presence and performance in various markets, including digital and social media platforms.
Marketing analytics is the process of measuring, managing, and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It involves tracking metrics such as engagement, conversion rates, and customer behavior to inform strategic decisions.
Marketing automation is the use of software and technology to streamline, automate, and measure marketing tasks and workflows, increasing operational efficiency and growing revenue faster. It typically includes email marketing, social media posting, and ad campaigns.
A marketing campaign is a strategic series of promotional activities or events designed to achieve specific marketing goals, such as increasing brand awareness, generating leads, or boosting sales. These campaigns are often multi-channel, utilizing social media, email, advertising, and other platforms to reach the target audience.
A marketing funnel is a model that illustrates the customer journey from initial awareness of a product or service to the final purchase decision. It helps marketers understand and strategize the stages of consumer engagement, typically broken down into awareness, interest, consideration, intent, evaluation, and purchase.
Marketing myopia is a short-sighted and inward-looking approach to marketing that focuses on the company's needs rather than those of the market and its customers. It leads to a failure to see and adjust to the rapid changes in consumer tastes and preferences.
A marketing pitch is a presentation or message aimed at persuading an audience to buy a product, invest in a service, or support a brand. It is designed to highlight benefits, address potential concerns, and differentiate from competitors, often using persuasive language and compelling storytelling.
A marketing proposal is a document outlining a strategic plan to promote products or services, detailing the marketing objectives, tactics, target audience, and budget, often used to persuade stakeholders or clients to approve the proposed marketing campaign.
A marketing qualified lead (MQL) is a potential customer who has shown interest in a company's products or services through their engagement with marketing efforts, indicating a higher likelihood of becoming a paying customer.
Marketing segmentation is the process of dividing a target market into smaller, more defined categories based on characteristics like demographics, interests, needs, or location. It enables businesses to tailor marketing strategies and messages to specific audience groups for more effective and efficient marketing.
A marketing stack is a collection of technology-based tools and platforms that marketers use to execute, analyze, and improve their marketing activities. This includes software for analytics, customer relationship management, content management, automation, and advertising.
A mega influencer is a social media personality with a massive following, typically ranging from hundreds of thousands to millions of followers. They have significant influence over their audience's purchasing decisions and are often sought after by brands for marketing partnerships.
Metrics in social media are quantitative measures used to assess the performance of content and campaigns on platforms. They include data such as likes, shares, comments, reach, impressions, and engagement rates, helping to evaluate success and inform strategy.
A micro-influencer is an individual on social media with a smaller, niche audience, typically ranging from 1,000 to 100,000 followers. They are known for having high engagement rates and a strong connection with their audience, making them valuable for targeted marketing efforts.
Microblogging is a form of online communication where users post short messages, images, or videos to share with an audience. It's a quick way to disseminate information and engage with followers, often used on platforms like Twitter (X) and Tumblr.
A nano influencer is an individual with a relatively small but highly engaged social media following, typically ranging from 1,000 to 10,000 followers. They are known for their authenticity and close connections with their audience, often influencing niche markets.
Native advertising is a form of paid media where ads blend in with the platform's content, matching its look, feel, and function. It aims to be less intrusive and provides value by aligning with the user's typical experience on the platform.
Niche marketing is a targeted marketing strategy focusing on a specific segment of the market, catering to a unique audience with particular needs or preferences. It involves tailoring products, services, and marketing efforts to meet the distinct demands of this group.
Off-page SEO is the practice of optimizing a website's visibility and ranking in search engine results through activities outside the website itself, such as link building, social media marketing, and influencer outreach. It helps improve a site's credibility and authority.
Omnichannel marketing is a strategy that provides a seamless customer experience across multiple channels, including online, in-store, and through mobile devices, ensuring consistent messaging and engagement at every touchpoint.
On-page SEO refers to the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. It involves aligning page-specific elements like title tags, headings, content, and internal links with keywords to improve search visibility and user experience.
An online community is a group of people who interact with each other via the internet, sharing common interests, goals, or purposes, often through forums, social media platforms, or other digital communication tools.
Organic marketing is a strategy that focuses on attracting customers naturally over time through unpaid channels like search engine results, word of mouth, and social media interactions. It relies on creating high-quality content and engaging with the audience to build brand awareness and loyalty.
Outbound marketing is a traditional form of marketing that involves pushing messages out to potential customers through channels like TV ads, billboards, direct mail, and cold calling. It's a proactive approach aimed at creating brand awareness and reaching a broad audience.
Outreach marketing is a strategy where businesses actively seek partnerships, collaborations, or engagement with individuals, influencers, or organizations to promote products, services, or content, often through social media channels. It aims to expand brand visibility and credibility by leveraging external networks.
Post previews are condensed versions of social media content that provide a snapshot of the full post, typically including a title, an image or thumbnail, and a brief snippet of text, designed to entice users to click through and view the complete content.
Paid social is a marketing strategy that involves paying for ad placements on social media platforms to promote content, increase brand awareness, and target specific audiences. It leverages the platforms' advertising tools to reach potential customers based on demographics, interests, and behaviors.
Pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time one of their ads is clicked. It's commonly used to drive traffic to websites, with platforms like search engines and social media sites offering various PPC ad formats.
Performance marketing is a digital advertising strategy where advertisers pay based on the performance of their ads, such as clicks, conversions, or sales, allowing for measurable and accountable marketing investments.
A pinned post is a feature on social media platforms that allows users to highlight a specific post by keeping it at the top of their profile or page, ensuring it's the first thing visitors see. This is often used to draw attention to important announcements, promotions, or content.
Platform demographics refer to the characteristics of the user base of a social media platform, including age, gender, location, interests, and behavior patterns. These demographics help businesses and marketers understand who is using the platform and tailor their content and advertising strategies accordingly.
A post is a piece of content published on social media platforms, such as text, images, videos, or links, shared by users to express opinions, disseminate information, or engage with their audience. Posts are the primary means of communication and interaction on these networks.
Post Planner is a social media management tool designed to help users schedule and organize content across various social media platforms, ensuring consistent posting and strategic content distribution to enhance engagement and reach.
Posting frequency is the rate at which a user or brand publishes content on social media platforms, determining how often followers see new posts. It's a strategic choice that can affect engagement, reach, and audience growth.
Product management is the process of guiding the success of a product through its lifecycle, including planning, forecasting, production, and marketing. It involves understanding customer needs, defining the product vision, and working cross-functionally to deliver a product that meets market demands.
Product market fit is the degree to which a product satisfies a strong market demand. It's a crucial stage for startups and businesses, indicating that their product has been well-received by customers and meets their needs effectively.
Product marketing is the process of promoting and selling a product to customers, involving market research, product positioning, messaging, and the creation of marketing strategies to drive demand and sales.
Project management is the process of planning, organizing, executing, and overseeing tasks and resources to achieve specific goals within a set timeframe. It involves coordinating teams, managing budgets, and ensuring that deliverables meet quality standards.
Publishing time is the specific date and time when content is scheduled to be posted on a social media platform, allowing for strategic planning and consistency in content delivery to maximize audience engagement.
Role assignment is the process of allocating specific permissions and responsibilities to individuals within a social media platform, determining what actions they can perform, such as posting content, managing settings, or analyzing data.
Real-time marketing is the practice of engaging with an audience instantly, often in response to current events, trends, or feedback. It involves creating and sharing content that is relevant to the moment, aiming to connect with consumers by capitalizing on the topicality and immediacy of social conversations.
Rebranding is the process of changing the corporate image of an organization or product, involving updates to its name, logo, design, marketing strategy, and other visual elements to create a new identity and differentiate from competitors.
Remarketing is a digital marketing strategy that targets individuals who have previously interacted with a website or mobile app, aiming to re-engage them with personalized ads across various platforms and encourage them to complete a purchase or action.
Repost is the act of sharing someone else's content on your own social media profile, giving credit to the original creator, to broaden the content's reach and engage your audience with relevant material.
Revenue performance management is a strategy that uses data analysis and process optimization to forecast, measure, and enhance a business's financial performance, focusing on maximizing revenue growth and efficiency.
ROI, or Return on Investment, is a financial metric used to evaluate the efficiency of an investment, including in the context of social media marketing. It measures the gain or loss generated relative to the amount of money invested, helping to assess the effectiveness of social media campaigns.
Reach refers to the total number of unique users who have seen your content. This metric helps gauge how widely your message is being disseminated and can be influenced by the quality of content, posting time, and algorithmic factors.What does reach measure?Reach measures the spread of a social media post or campaign and is crucial for understanding how far content is disseminating beyond immediate followers. Analysing reach helps gauge the visibility and potential impact of content within the broader digital landscape. It differs from impressions, which count how many times the content is displayed, regardless of whether the same viewer sees it more than once.So don't confuse it with” impressions”.How can brand increase reach on social media?To increase reach on social media, we would advise to test and diversify content types, including videos, images, and infographics that appeal to a broad audience. Utilising hashtags effectively can help to appear in searches and participate in trending topics, as it now also helps with SEO. Additionally, posting at optimal times when audience is most active can significantly increase visibility (don't forget to check insights).What factors influence the reach of posts?Several factors can influence reach, including the quality of the content, the engagement it generates, the time of posting, and the use of targeted hashtags. Algorithms can also play a crucial role, as each and every platform prioritises different types of content likely to engage users, pushing it to a broader audience.How does reach impact the effectiveness of marketing campaigns?Reach is crucial for the effectiveness of marketing campaigns as it determines how many potential customers see content. A higher reach often leads to increased brand awareness, more engagement, and ultimately, higher conversion rates. Monitoring reach helps to adjust strategies to maximise the exposure of campaigns.What is the difference between reach and impressions?Reach refers to the total number of unique individuals who see content at least once. Impressions, on the other hand, count how many times content is displayed, regardless of whether the same viewer sees it multiple times. Impressions focus on the frequency of content exposure.How can reach be measured?Using the analytics tools provided by social media platforms. These tools track and report the number of unique users who have seen a post or campaign. Segment reach data by demographics, time, and interaction type to optimise measurement.Is it true that engaging with followers increases content's reach?Yes, engaging with followers can increase content's reach. When interacting with comments, answering questions, and acknowledging followers, it encourages more engagement from them. This heightened engagement can lead to the social media platform algorithms recognizing content as valuable and interesting, thus promoting it to a broader audience.
SEO, or Search Engine Optimization, is the practice of enhancing a website's visibility in search engine results pages through techniques like keyword optimization, content creation, and link building, aiming to attract more organic traffic and improve online presence.
A social media planner is a tool or document used to organize and schedule content postings across various social media platforms. It helps in strategizing, creating, and maintaining a consistent and effective online presence by planning ahead for posts, campaigns, and engagement activities.
Scheduled posts are content pieces that are planned and set up to be published automatically on social media platforms at a specific future date and time, allowing for consistent content distribution and time management.
Shoppable post is a social media feature that allows users to make purchases directly from a post or advertisement, integrating product discovery and buying opportunities within the platform's content.
SMS marketing is the use of text messages to communicate promotional content directly to customers' mobile phones, typically including special deals, updates, and alerts. It's a permission-based approach that requires customers to opt-in for receiving messages.
Snackable content is a type of easily digestible media designed for quick consumption, often characterized by its brevity, engaging format, and ability to capture the audience's attention immediately. It's typically used on social media to convey messages succinctly and effectively.
Snapchat is a multimedia messaging app known for its disappearing messages and unique filters. It allows users to send photos and videos that vanish after being viewed, create stories that last 24 hours, and explore content from friends and media outlets.
Social commerce is the integration of e-commerce functionality directly into social media platforms, allowing users to make purchases without leaving the social network. It leverages the interactive nature of social media to enhance the shopping experience.
Social customer service is the practice of providing support and assistance to customers through social media platforms. It involves addressing inquiries, resolving issues, and engaging with customers directly on channels like Twitter (X), Facebook, and Instagram.
A social inbox is a centralized dashboard that aggregates messages, comments, and mentions from various social media platforms, allowing users or businesses to manage and respond to customer interactions efficiently from one place.
Social listening is the process of monitoring social media channels for mentions of a brand, competitors, products, and relevant industry conversations. It involves analyzing the gathered data to gain insights into customer sentiment and market trends, informing business strategies.
Social media is a collection of online platforms and tools that enable users to create, share content, and engage in social networking. It encompasses a wide range of websites and apps that facilitate communication, collaboration, and community building among individuals and organizations.
Social media ads are paid promotions run on platforms like Facebook, Twitter, and Instagram, designed to reach a targeted audience. They can be tailored by demographics, interests, and behaviors, helping businesses increase visibility and drive various marketing objectives.
A social media agency is a company that specializes in creating and managing social media content and strategies for other businesses, aiming to enhance online presence, engage with audiences, and achieve marketing goals.
Social media analytics is the process of collecting, analyzing, and interpreting data from social media platforms to understand and optimize how content performs. It helps in tracking engagement, reach, and the overall effectiveness of social media strategies.
Social media automation is the use of software tools to perform repetitive tasks on social media platforms, such as scheduling posts, curating content, or managing engagements, to increase efficiency and maintain a consistent online presence.
A social media calendar is a schedule of planned content to be posted across different social media platforms. It helps in organizing the timing and content of posts to maintain a consistent presence, engage with the audience, and execute marketing strategies effectively.
A social media campaign is a coordinated marketing effort to reinforce or assist with a business goal using one or more social media platforms. Campaigns differ from everyday social media efforts because of their increased focus, targeting, and measurability.
A social media handle is a public username used on social media platforms that uniquely identifies an individual or organization's profile. It often starts with an "@" symbol and is essential for tagging, mentioning, and searching for users within the network.
Social media impression is the count of how many times a post or ad is displayed on users' screens, regardless of whether it was clicked or not. It measures the reach of content and helps gauge brand visibility on social media platforms.
A social media management platform is a tool that allows individuals and businesses to oversee their social media presence across multiple channels. It streamlines posting, monitoring, and analyzing social media content and engagement, facilitating efficient and effective digital communication strategies.
A social media manager is a professional responsible for creating, curating, and managing published content across social media platforms. They strategize to enhance online presence, engage with the audience, and measure the impact of social media campaigns and activities.
Social media marketing is the strategic use of social media platforms to promote a product, service, or brand, engaging with a target audience to increase visibility, drive traffic, and generate leads or sales. It involves creating and sharing content, including posts, videos, and ads, tailored to the interests and behaviors of users on these networks.
Social media marketing tools are software and platforms designed to assist businesses in creating, scheduling, analyzing, and engaging with content posted on social media channels. They streamline the process of managing multiple accounts and provide insights to optimize social media strategies.
Social media monitoring is the process of tracking and analyzing conversations and mentions of a brand or specific topics across various social media platforms to gain insights, manage reputation, and engage with audiences.
Social media publishing is the process of distributing content to social media platforms such as Facebook, Twitter (X), and Instagram. It involves scheduling and posting various types of content, including text, images, and videos, to engage with an audience and maintain an active online presence.
Social media scheduling is the process of planning and organizing content to be posted on social media platforms at specific times. It involves using tools or software to automate the posting of content, allowing for consistent online presence and efficient time management.
Social media team collaboration is the process where individuals working on social media campaigns and content coordinate their efforts, share ideas, and strategize together to achieve cohesive and effective online presence and engagement.
Social media templates are pre-designed layouts that can be used to create visually consistent and appealing posts for various social media platforms. They help maintain brand identity and save time by providing a framework for content creation.
Social proof is a psychological phenomenon where people mimic the actions of others, assuming those actions reflect correct behavior. In the context of social media, it refers to the credibility that a person or brand gains when they have a large number of followers, likes, comments, or shares, influencing others' perceptions and behaviors.
Social selling is the process of using social media platforms to connect with prospects, build relationships, and ultimately, sell products or services. It involves engaging with potential customers by sharing relevant content, answering questions, and participating in discussions to establish trust and credibility.
A sponsored post is a type of advertising content on social media platforms where a brand pays to promote their products or services. These posts are typically labeled as "sponsored" or "ad" to indicate that they are paid promotions, and they are designed to reach a broader audience beyond the brand's followers.
Stakeholder approval is the process of obtaining formal consent from individuals or groups with vested interests in a project, such as a social media campaign, ensuring that all parties agree with the proposed plans and strategies before implementation.
Task management is the process of organizing, tracking, and overseeing tasks from inception to completion. It involves setting priorities, assigning responsibilities, and scheduling activities to ensure efficient workflow and timely completion of individual tasks and larger projects.
A target market is a specific group of consumers identified as the intended recipients of a product or service, characterized by shared demographics, interests, or needs. Businesses tailor their marketing strategies to appeal to this group, aiming to attract and engage them effectively on social media platforms.
Task assignment is the process of allocating specific tasks or responsibilities to individuals or teams within a social media platform, often to manage content, engage with the community, or analyze performance metrics.
Team management is the process of coordinating and overseeing a group of individuals working together towards common goals, often involving task delegation, performance evaluation, and communication facilitation to ensure effective collaboration and productivity within an organization or project.
TikTok is a social media app for creating, sharing, and discovering short-form videos, often featuring music, comedy, dance, and creative content. It's known for its addictive algorithm, trends, and challenges that encourage user participation and content virality.
Twitter (or currently known as X) is a social networking platform where users post and interact with messages known as tweets. It enables real-time sharing of information, news, and personal updates.
Viral marketing is a strategy that encourages individuals to share a marketing message rapidly and widely, much like a virus spreads. This approach leverages social networks and other digital means to produce significant increases in brand awareness or sales through a self-replicating viral process.
Vanity metrics are measurements that appear to show positive performance, such as likes, followers, or page views, but don't necessarily correlate with a business's primary goals or translate into actionable insights for growth or engagement.
Video on social media platforms refers to digital content that captures moving visual media, often accompanied by audio, shared to engage, entertain, or inform viewers. It's a powerful tool for storytelling, marketing, and personal expression online.
Viral content is media that rapidly gains popularity and spreads quickly across the internet through shares, likes, and mentions, often becoming a cultural phenomenon or talking point.
Visual content is imagery such as photos, videos, illustrations, infographics, and GIFs used on social media platforms to engage audiences, convey messages quickly, and enhance storytelling, often resulting in higher interaction rates compared to text-only posts.
Word of mouth marketing is a promotional strategy where satisfied customers recommend a brand's products or services to friends and family, often resulting in organic and highly credible endorsements.
Workflow management is the coordination of tasks and processes to enhance efficiency and productivity, often involving software tools to automate, track, and optimize the flow of work from initiation to completion.
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